We Tracked Down A Fake-News Creator In The Suburbs. Here's What We Learned
November 23, 20163:31 PM ET
Heard on All Things Considered
Laura Sydell
A lot of fake and misleading news stories were shared across social media during the election. One that got a lot of traffic had this headline: "FBI Agent Suspected In Hillary Email Leaks Found Dead In Apparent Murder-Suicide." The story is completely false, but it was shared on Facebook over half a million times.
We wondered who was behind that story and why it was written. It appeared on a site that had the look and feel of a local newspaper. Denverguardian.com even had the local weather. But it had only one news story — the fake one.
We tried to look up who owned it and hit a wall. The site was registered anonymously. So we brought in some professional help.
By day, John Jansen is head of engineering at Master-McNeil Inc., a tech company in Berkeley, Calif. In the interest of real news he helped us track down the owner of Denverguardian.com.
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Jansen found an email address on one of those sites and was able to link that address to a name: Jestin Coler.
Online, Coler was listed as the founder and CEO of a company called Disinfomedia.
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Coler is a soft-spoken 40-year-old with a wife and two kids. He says he got into fake news around 2013 to highlight the extremism of the white nationalist alt-right.
"The whole idea from the start was to build a site that could kind of infiltrate the echo chambers of the alt-right, publish blatantly or fictional stories and then be able to publicly denounce those stories and point out the fact that they were fiction," Coler says.
He was amazed at how quickly fake news could spread and how easily people believe it. He wrote one fake story for NationalReport.net about how customers in Colorado marijuana shops were using food stamps to buy pot.
"What that turned into was a state representative in the House in Colorado proposing actual legislation to prevent people from using their food stamps to buy marijuana based on something that had just never happened," Coler says.
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During the run-up to the presidential election, fake news really took off. "It was just anybody with a blog can get on there and find a big, huge Facebook group of kind of rabid Trump supporters just waiting to eat up this red meat that they're about to get served," Coler says. "It caused an explosion in the number of sites. I mean, my gosh, the number of just fake accounts on Facebook exploded during the Trump election."
Coler says his writers have tried to write fake news for liberals — but they just never take the bait.
[That is not what I've observed. But there is a difference between conservatives & liberals in respect to fake news. In general, if you show a liberal that something they posted is wrong, they will usually thank you for the correction. Conservatives will get mad at you & continue believing it. And liberals usually don't seem to fall for some of the most kooky kind of fake news. And I've been Bernie Sanders supporters latch on too really goofy stuff about Hillary Clinton.]Coler's company, Disinfomedia, owns many faux news sites — he won't say how many. But he says his is one of the biggest fake-news businesses out there, which makes him a sort of godfather of the industry.
At any given time, Coler says, he has between 20 and 25 writers.
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At any given time, Coler says, he has between 20 and 25 writers. And it was one of them who wrote the story in the Denver Guardian that an FBI agent who leaked Clinton emails was killed. Coler says that over 10 days the site got 1.6 million views. He says stories like this work because they fit into existing right-wing conspiracy theories.
"The people wanted to hear this," he says. "So all it took was to write that story. Everything about it was fictional: the town, the people, the sheriff, the FBI guy. And then ... our social media guys kind of go out and do a little dropping it throughout Trump groups and Trump forums and boy it spread like wildfire."
And as the stories spread, Coler makes money from the ads on his websites. He wouldn't give exact figures, but he says stories about other fake-news proprietors making between $10,000 and $30,000 a month apply to him. Coler fits into a pattern of other faux news sites that make good money, especially by targeting Trump supporters.
However, Coler insists this is not about money. It's about showing how easily fake news spreads. And fake news spread wide and far before the election. When I pointed out to Coler that the money gave him a lot of incentive to keep doing it regardless of the impact, he admitted that was "correct."
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When did you notice that fake news does best with Trump supporters?
Well, this isn't just a Trump-supporter problem. This is a right-wing issue. Sarah Palin's famous blasting of the lamestream media is kind of record and testament to the rise of these kinds of people. The post-fact era is what I would refer to it as. This isn't something that started with Trump. This is something that's been in the works for a while. His whole campaign was this thing of discrediting mainstream media sources, which is one of those dog whistles to his supporters. When we were coming up with headlines it's always kind of about the red meat. Trump really got into the red meat. He knew who his base was. He knew how to feed them a constant diet of this red meat.
We've tried to do similar things to liberals. It just has never worked, it never takes off. You'll get debunked within the first two comments and then the whole thing just kind of fizzles out.
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