Never underestimate the power of the Dark Side.
THE DEATH STAR
The campaign is run from the 14th floor of a gleaming, modern office tower in Rosslyn, Virginia, just outside Washington, D.C. Glass-walled conference rooms look out on the Potomac River. Rows of sleek monitors line the main office space. Unlike the bootstrap operation that first got Trump elected—with its motley band of B-teamers toiling in an unfinished space in Trump Tower— his 2020 enterprise is heavily funded, technologically sophisticated, and staffed with dozens of experienced operatives. One Republican strategist referred to it, admiringly, as “the Death Star.”
Presiding over this effort is Brad Parscale, a 6-foot-8 Viking of a man with a shaved head and a triangular beard. As the digital director of Trump’s 2016 campaign, Parscale didn’t become a household name like Steve Bannon and Kellyanne Conway. But he played a crucial role in delivering Trump to the Oval Office—and his efforts will shape this year’s election.
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Parscale Media was, by most accounts, a scrappy endeavor at the outset. Hustling to drum up clients, Parscale cold-pitched shoppers in the tech aisle of a Borders bookstore. Over time, he built enough websites for plumbers and gun shops that bigger clients took notice—including the Trump Organization. In 2011, Parscale was invited to bid on designing a website for Trump International Realty. An ardent fan of The Apprentice, he offered to do the job for $10,000, a fraction of the actual cost. “I just made up a price,” he later told The Washington Post. “I recognized that I was a nobody in San Antonio, but working for the Trumps would be everything.” The contract was his, and a lucrative relationship was born.
Over the next four years, he was hired to design websites for a range of Trump ventures—a winery, a skin-care line, and then a presidential campaign. By late 2015, Parscale—a man with no discernible politics, let alone campaign experience—was running the Republican front-runner’s digital operation from his personal laptop.
Parscale slid comfortably into Trump’s orbit. Not only was he cheap and unpretentious—with no hint of the savvier-than-thou smugness that characterized other political operatives—but he seemed to carry a chip on his shoulder that matched the candidate’s. “Brad was one of those people who wanted to prove the establishment wrong and show the world what he was made of,” says a former colleague from the campaign.
Perhaps most important, he seemed to have no reservations about the kind of campaign Trump wanted to run. The race-baiting, the immigrant-bashing, the truth-bending—none of it seemed to bother Parscale. While some Republicans wrung their hands over Trump’s inflammatory messages, Parscale came up with ideas to more effectively disseminate them.
The campaign had little interest at first in cutting-edge ad technology, and for a while, Parscale’s most valued contribution was the merchandise page he built to sell MAGA hats. But that changed in the general election. Outgunned on the airwaves and lagging badly in fundraising, campaign officials turned to Google and Facebook, where ads were inexpensive and shock value was rewarded. As the campaign poured tens of millions into online advertising—amplifying themes such as Hillary Clinton’s criminality and the threat of radical Islamic terrorism—Parscale’s team, which was christened Project Alamo, grew to 100.
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He made sure to share credit for his work with the candidate’s son-in-law, Jared Kushner, and he excelled at using Trump’s digital ignorance to flatter him. “Parscale would come in and tell Trump he didn’t need to listen to the polls, because he’d crunched his data and they were going to win by six points,” one former campaign staffer told me. “I was like, ‘Come on, man, don’t bullshit a bullshitter.’ ” But Trump seemed to buy it. (Parscale declined to be interviewed for this story.)
James Barnes, a Facebook employee who was dispatched to work closely with the campaign, told me Parscale’s political inexperience made him open to experimenting with the platform’s new tools. “Whereas some grizzled campaign strategist who’d been around the block a few times might say, ‘Oh, that will never work,’ Brad’s predisposition was to say, ‘Yeah, let’s try it.’ ” From June to November, Trump’s campaign ran 5.9 million ads on Facebook, while Clinton’s ran just 66,000. A Facebook executive would later write in a leaked memo that Trump “got elected because he ran the single best digital ad campaign I’ve ever seen from any advertiser.”
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The campaign doesn’t run just one ad at a time on a given theme. It runs hundreds of iterations—adjusting the language, the music, even the colors of the “Donate” buttons. In the 10 weeks after the House of Representatives began its impeachment inquiry, the Trump campaign ran roughly 14,000 different ads containing the word impeachment. Sifting through all of them is virtually impossible.
Both parties will rely on micro-targeted ads this year, but the president is likely to have a distinct advantage. The Republican National Committee and the Trump campaign have reportedly compiled an average of 3,000 data points on every voter in America. They have spent years experimenting with ways to tweak their messages based not just on gender and geography, but on whether the recipient owns a gun or watches the Golf Channel.
While these ads can be used to try to win over undecided voters, they’re most often deployed for fundraising and for firing up the faithful—and Trump’s advisers believe this election will be decided by mobilization, not persuasion. To turn out the base, the campaign has signaled that it will return to familiar themes: the threat of “illegal aliens”— a term Parscale has reportedly encouraged Trump to use— and the corruption of the “swamp.”
Beyond Facebook, the campaign is also investing in a texting platform that could allow it to send anonymous messages directly to millions of voters’ phones without their permission. Until recently, people had to opt in before a campaign could include them in a mass text. But with new “peer to peer” texting apps—including one developed by Gary Coby, a senior Trump adviser— a single volunteer can send hundreds of messages an hour, skirting federal regulations by clicking “Send” one message at a time. Notably, these messages aren’t required to disclose who’s behind them, thanks to a 2002 ruling by the Federal Election Commission that cited the limited number of characters available in a text.
Most experts assume that these regulations will be overhauled sometime after the 2020 election. For now, campaigns from both parties are hoovering up as many cellphone numbers as possible, and Parscale has said texting will be at the center of Trump’s reelection strategy. The medium’s ability to reach voters is unparalleled: While robocalls get sent to voicemail and email blasts get trapped in spam folders, peer-to-peer texting companies say that at least 90 percent of their messages are opened.
The Trump campaign’s texts so far this cycle have focused on shouty fundraising pleas (“They have NOTHING! IMPEACHMENT IS OVER! Now let’s CRUSH our End of Month Goal”). But the potential for misuse by outside groups is clear—and shady political actors are already discovering how easy it is to wage an untraceable whisper campaign by text.
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Bryan Lanza, who worked for the Trump campaign in 2016 and remains a White House surrogate, told me flatly that he sees no possibility of Americans establishing a common set of facts from which to conduct the big debates of this year’s election. Nor is that his goal. “It’s our job to sell our narrative louder than the media,” Lanza said. “They’re clearly advocating for a liberal-socialist position, and we’re never going to be in concert. So the war continues.”
Parscale has indicated that he plans to open up a new front in this war: local news. Last year, he said the campaign intends to train “swarms of surrogates” to undermine negative coverage from local TV stations and newspapers. Polls have long found that Americans across the political spectrum trust local news more than national media. If the campaign has its way, that trust will be eroded by November. “We can actually build up and fight with the local newspapers,” Parscale told donors, according to a recording provided by The Palm Beach Post. “So we’re not just fighting on Fox News, CNN, and MSNBC with the same 700,000 people watching every day.”
Running parallel to this effort, some conservatives have been experimenting with a scheme to exploit the credibility of local journalism. Over the past few years, hundreds of websites with innocuous-sounding names like the Arizona Monitor and The Kalamazoo Times have begun popping up. At first glance, they look like regular publications, complete with community notices and coverage of schools. But look closer and you’ll find that there are often no mastheads, few if any bylines, and no addresses for local offices. Many of them are organs of Republican lobbying groups; others belong to a mysterious company called Locality Labs, which is run by a conservative activist in Illinois. Readers are given no indication that these sites have political agendas—which is precisely what makes them valuable.
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If there’s one thing that can be said for Brad Parscale, it’s that he runs a tight ship. Unauthorized leaks from inside the campaign are rare; press stories on palace intrigue are virtually nonexistent. When the staff first moved into its new offices last year, journalists were periodically invited to tour the facility—but Parscale put an end to the practice: He didn’t want them glimpsing a scrap of paper or a whiteboard scribble that they weren’t supposed to see.
Notably, while the Trump White House has endured a seemingly endless procession of shake-ups, the Trump reelection campaign has seen very little turnover since Parscale took charge. His staying power is one reason many Republicans—inside the organization or out—hesitate to talk about him on the record. But among allies of the president, there appears to be a growing skepticism.
Former colleagues began noticing a change in Parscale after his promotion. Suddenly, the quiet guy with his face buried in a laptop was wearing designer suits, tossing out MAGA hats at campaign rallies, and traveling to Europe to speak at a political-marketing conference. In the past few years, Parscale has bought a BMW, a Range Rover, a condo, and a $2.4 million waterfront house in Fort Lauderdale, Florida. “He knows he has the confidence of the family,” one former colleague told me, “which gives him more swagger.” When the U.K.’s Daily Mail ran a story spotlighting Parscale’s spending spree, he attempted deflection through flattery. “The president is an excellent businessman,” he told the tabloid, “and being associated with him for years has been extremely beneficial to my family.”
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While every commander in chief looks for ways to leverage his incumbency for reelection, Trump has shown that he’s willing to go much further than most. In the run-up to the 2018 midterm elections, he seized on reports of a migrant caravan traveling to the U.S. from Central America to claim that the southern border was facing a national-security crisis. Trump warned of a coming “invasion” and claimed, without evidence, that the caravan had been infiltrated by gang members.
Parscale aided this effort by creating a 30-second commercial that interspersed footage of Hispanic migrants with clips of a convicted cop-killer. The ad ended with an urgent call to action: stop the caravan. vote republican. In a final maneuver before the election, Trump dispatched U.S. troops to the border. The president insisted that the operation was necessary to keep America safe—but within weeks the troops were quietly called back, the “crisis” having apparently ended once votes were cast. Skeptics were left to wonder: If Trump is willing to militarize the border to pick up a few extra seats in the midterms, what will he and his supporters do when his reelection is on the line?
It doesn’t require an overactive imagination to envision a worst-case scenario: On Election Day, anonymous text messages direct voters to the wrong polling locations, or maybe even circulate rumors of security threats. Deepfakes of the Democratic nominee using racial slurs crop up faster than social-media platforms can remove them. As news outlets scramble to correct the inaccuracies, hordes of Twitter bots respond by smearing and threatening reporters. Meanwhile, the Trump campaign has spent the final days of the race pumping out Facebook ads at such a high rate that no one can keep track of what they’re injecting into the bloodstream.
After the first round of exit polls is released, a mysteriously sourced video surfaces purporting to show undocumented immigrants at the ballot box. Trump begins retweeting rumors of voter fraud and suggests that Immigration and Customs Enforcement officers should be dispatched to polling stations. are illegals stealing the election? reads the Fox News chyron. are russians behind false videos? demands MSNBC.
The votes haven’t even been counted yet, and much of the country is ready to throw out the result.
There is perhaps no better place to witness what the culture of disinformation has already wrought in America than a Trump campaign rally. One night in November, I navigated through a parking-lot maze of folding tables covered in MAGA merch and entered the BancorpSouth Arena in Tupelo, Mississippi. The election was still a year away, but thousands of sign-waving supporters had crowded into the venue to cheer on the president in person.
Once Trump took the stage, he let loose a familiar flurry of lies, half-lies, hyperbole, and nonsense. He spun his revisionist history of the Ukraine scandal—the one in which Joe Biden is the villain—and claimed, falsely, that the Georgia Democrat Stacey Abrams wanted to “give illegal aliens the right to vote.” At one point, during a riff on abortion, Trump casually asserted that “the governor of Virginia executed a baby”—prompting a woman in the crowd to scream, “Murderer!”
This incendiary fabrication didn’t seem to register with my companions in the press pen, who were busy writing stories and shooting B-roll. I opened Twitter, expecting to see a torrent of fact-checks laying out the truth of the case—that the governor had been answering a hypothetical question about late-term abortion; that a national firestorm had ensued; that there were certainly different ways to interpret his comments but that not even the most ardent anti-abortion activist thought the governor of Virginia had personally “executed a baby.”
But Twitter was uncharacteristically quiet (apparently the president had said this before), and the most widely shared tweet I found on the subject was from his own campaign, which had blasted out a context-free clip of the governor’s abortion comments to back up Trump’s smear.
After the rally, I loitered near one of the exits, chatting with people as they filed out of the arena. Among liberals, there is a comforting caricature of Trump supporters as gullible personality cultists who have been hypnotized into believing whatever their leader says. The appeal of this theory is the implication that the spell can be broken, that truth can still triumph over lies, that someday everything could go back to normal— if only these voters were exposed to the facts. But the people I spoke with in Tupelo seemed to treat matters of fact as beside the point.
One woman told me that, given the president’s accomplishments, she didn’t care if he “fabricates a little bit.” A man responded to my questions about Trump’s dishonest attacks on the press with a shrug and a suggestion that the media “ought to try telling the truth once in a while.” Tony Willnow, a 34-year-old maintenance worker who had an American flag wrapped around his head, observed that Trump had won because he said things no other politician would say. When I asked him if it mattered whether those things were true, he thought for a moment before answering. “He tells you what you want to hear,” Willnow said. “And I don’t know if it’s true or not—but it sounds good, so fuck it.”
The political theorist Hannah Arendt once wrote that the most successful totalitarian leaders of the 20th century instilled in their followers “a mixture of gullibility and cynicism.” When they were lied to, they chose to believe it. When a lie was debunked, they claimed they’d known all along—and would then “admire the leaders for their superior tactical cleverness.” Over time, Arendt wrote, the onslaught of propaganda conditioned people to “believe everything and nothing, think that everything was possible and that nothing was true.”
Prescient? Check the date.
The good news is that so far it doesn’t seem to be working.
