(before every post, fyi) I'm coming from a background in data and numbers, so my subjective opinion =/= endorsement, but my justifications are usually objective. It's really up for you to decide. It's your mind, after all.
It all comes down to propaganda, and the right is poised to win it.
For decades, researchers and academics have meticulously analyzed the underlying mechanisms of policy and how they resonate with specific groups. But at the end of the day, what truly matters isn’t the depth of the analysis—it’s how the message is delivered. Messaging drives engagement, and engagement shapes perception.
The right has mastered this. Through a combination of radical inclusionism and compelling narratives, they’ve carved a stronghold in cultural spaces, especially among younger, online populations. These groups often lack direct exposure to the historical perils of current structures or don’t see how those structures affect their lives. What resonates with most people, particularly those who are constantly connected online, is simple: comfort.
We live in a time where being “cool” is synonymous with being comfortable, and comfort is effortlessly delivered in the bite-sized, hyper-palatable formats of social media. This phenomenon isn’t confined to the U.S.—it’s global, using the same playbook, messaging, and formats across platforms like TikTok, Instagram, and Snapchat. Whether intentional or not, these platforms have become the vehicles for a cultural war fought with high BPM music, aspirational visions of the future, and aesthetics of excitement.
Social media spaces are awash with hopeful, futuristic content—visions of humanity as a multi-planetary species, the advent of AI as humanity’s next chapter, and a general sense of optimism. In contrast, much left-leaning media focuses on critiquing current structures or pointing out systemic flaws. While often grounded in facts and research, leftist messaging struggles to generate mass engagement because it doesn’t inherently feel cool. And more importantly, it doesn’t provide an immediate emotional payoff.
Right-wing content thrives on aesthetic appeal and instant gratification. The pairing of hyperpop and Europop music with their messages is deliberate—it grabs attention and creates an emotional pull. A perfect example is the use of Charli XCX and Kim Petras’s song “Unlock It” in right-leaning propaganda. Despite Charli XCX being half-Indian and Kim Petras being a trans woman, these propagandists don’t care about the artists’ identities. The song is simply a tool—a catchy vehicle for delivering their message. The audience rarely delves into the deeper implications; they’re drawn in by the emotional resonance, not the context.
Guys will look at this video and be like hell yeah if they're not familiar with geopolitics (99.999% of all people).
On the left, however, music choices tend to be less unified and less engaging. Songs like those by Erykah Badu or older 1980s classics are often slower and less dynamic. There's an intention behind the music selection, and those who sing it. While they carry cultural weight, they fail to provide the visceral impact that drives quick engagement. The right’s adoption of high-energy music and futuristic imagery taps into the zeitgeist, making their content feel aspirational, exciting, and, above all, shareable.
This disparity in messaging didn’t emerge overnight—it’s been a decade in the making. The right co-opted modern media formats and leveraged them to amplify their narratives. The left, in contrast, didn’t adapt quickly enough. Comedy and satire, once dominant tools for left-leaning media, have lost their edge in spaces where engagement thrives on spectacle and emotional intensity.
Cannibal by Ke$ha played on a Canadian Nationalist account posed as a news account. The whole account posts against foreigners, as Canada has a huge migration wave for the past decade which has been a talking point for conservatives on the immigrants' lack of assimilation. (But that's a whole other convo.)
For example, much leftist humor relies on nuanced critique or layered commentary that often lacks the punch required for mass appeal. Meanwhile, right-leaning content often disregards nuance entirely, making it easier to produce and share. This asymmetry has left the left at a disadvantage. Their commitment to inclusivity and criticism of prejudice—values worth upholding—require more deliberate messaging, which doesn’t always translate well into fast-paced media formats.
The culture war has always been a battle for attention, and the right is winning because their media strategy resonates. Trump’s success, much like Obama’s before him, was rooted in understanding the dominant platform of the time. Obama harnessed Facebook; Trump dominated TikTok and Instagram. Both victories were won not just through policy but through the ability to craft a message that felt relevant, exciting, and accessible.
The left, by contrast, continues to wield a double-edged sword. Their values demand a level of intentionality that makes their content harder to digest in a landscape where brevity and spectacle reign supreme. Without a unified media strategy that matches the pace and energy of right-leaning propaganda, the left will continue to struggle to win the culture war.
The reality is simple: whoever delivers the most engaging and comfortable message wins. And right now, the right has mastered the medium.
The rest of my thoughts i've written about.