Kellogg's, the once-colon-fixated and now-morning-carb-purveying company, made a big show of removing their advertising from Breitbart.com, asserting that the right-wing site did not match the cereal maker's values.
Pathetic, really. I'm old enough to remember that advertisers once pulled their advertising from a vehicle only because of a terror of controversy. A cereal brand needs only to be known as some combination of nutrition, tastiness and convenience; a brand that serves everyone as a fundamental part of their lives, looking only to remind consumers of their existence and not bring white-hot attention to themselves.
Call it yet another chapter in the book, How the Left Screwed Themselves. Chuck Johnson of GotNews has the wise strategy of shorting the stock of companies that virtue-signal their allegiance to the progressives. Vox Day often discusses convergence, the condition in which an organization's mission has been turned completely toward social justice.
Since there is no one in the massive bureaucracy of Kellogg's to suggest that processing grains and promoting revolution do not mix, we can assume that the company has converged and will soon start slipping from its position as a giant in American food.
As for Breitbart, it seems to be reaching a position similar to Reddit. Those unfamiliar with it tend to demonize it as a cauldron of prejudicial hate, while those on the non-GOPe right consider it weak sauce.
In a lot of ways, Breitbart is a right version of the Daily Show. It scrutinizes progressives and cucked conservatives for every possible misstep and highlights each one. When one generates more attention than usual, it pushes it with follow-ups and tangential articles.
However, it suffers from the one weakness that all alternative news outlets suffer from: it barely does any real reporting. Its articles are usually summaries of AP, Reuters, NYT and WaPo articles or reports from television news.
Front-line journalism--that is, paying people to go out and put together stories--is a difficult business. One has to pay a great deal of people to go out and turn the earth until something comes up. Outside of a major scoop, the best any one journalist can do is to provide succinct information like names, dates and statements.
Contrast "good journalism"--the discovery and explanation of unknown events and unknown connections--with what is shaping up to be a journalistic disaster, Pizzagate. The search for proof of a child-sex ring among Washington elites is turning into an Illuminati/Kennedy Assassination/MKUltra-style conspiracy theory simply by way of turning speculation into fact and those facts into a theory of crime. Listen to the two "experts" on Red Ice Radio and realize how little they actually know.
Citizen journalism has a long way to go. WeSearchR seems to be moving in the right direction by paying citizen journalists for information that can be verified. The core of journalism is asking the right questions and finding definitive answers. The core of the journalism business is attracting eyes to filled pages. Thus, the job is to fill pages and to attract eyes; asking the right questions is tangential.
