Part 4 of a Case Study Exploring InfoWars and Their Social Influence
Application of theory
The second theory to be applied in the analysis of Alex Jones is the ‘Amplification Hypothesis’. This theory was developed in a key paper by Clarkson, Tormala, and Rucker among other research. Employing this, the research will be looking at how Jones, either knowingly or not, utilises the ideas in the theory as a means to further his career, of which exploded into a professional endeavour into dietary supplements. To do this, data will be gathered on the ways Jones behaves in public and how his audience appears to react in effect.
The amplification hypothesis builds on previous research into attitude certainty. The long-standing belief was displaying attitude certainty served to only crystalise beliefs, making them more durable. However, Clarkson et al. proposed that, while yes, attitude certainty towards univalent beliefs does create hardened beliefs, if the put forward attitude changed to an ambivalent belief, this works to weaken the original beliefs and make them more susceptible to persuasion. Therefore, it is believed that your possibilities to influence people will increase if the attitude you project is on the same plane as your listeners. Furthermore, a cognitive, logical argument will appear to have little effect on an emotional person, and vice versa. Attitude certainty therefore should be viewed as an agent of attitude amplification rather than that of attitude crystallisation (Clarkson, Tormala & Rucker, 2008).
Jones is known for his outrageous beliefs and the excessive way he transmits these beliefs. He often espouses with absolute certainty in everything he says. An example being the way he markets his products. He often has a Doctor on his show that he staunchly defends, despite him only being a Doctor of Chiropractics and having never graduated from the colleges he claims to be an alumnus of. He further goes on to use himself as a guinea pig for his products, such as weight loss supplements and ‘brain fuel’ drinks, all with similarly strong conviction (Oliver, 2017). In understanding the products he sells and the misinformation Jones spreads it’s clear to see that the products he sells are hand-crafted to target the very problems he harangues about on his show (Novella, 2017). Preying on the paranoia he provokes. He understands if his audience can be convinced of extravagant conspiracies it’s possible to convince them to buy ludicrously expensive supplements (Brown, 2017). He often talks of the need to buy his products to keep InfoWars operational, and as his fans already believe their way of life is under attack and oppression from the rest of the world (Oliver, 2017) they of course buy into this myth and further support the cause.
It’s clear to observers and Jones alike that he has chosen his target audience very astutely, Jones has a very devout and large audience of far-right conspiracy believers (Brown, 2017). This type of person has a loose relationship with reality, evidence isn’t of much importance, and has obvious buttons to push (Novella, 2017). Dr. Todd Grande, a Licensed Professional Counselor of Mental Health with a Ph.D. in Counselor Education and Supervision, video analysed Jones and his fans. He concluded that disciples of Jones are likely to have poor critical thinking, high creativity and fantasy traits, low empathy, and high neuroticism (Grande, 2020). Jones himself appears conscious of this fact, discussing this candidly with Joe Rogan on the latter’s podcast. He openly admits his fans are susceptible to conspiracy and fantasy, while Rogan describes some as “not very bright” (JRE, 2019). Here it’s painfully obvious Jones is overtly aware of the short-comings of his audience, despite this it’s clear Jones actively leans into this further antagonising their issues, by proclaiming falsehoods with such attitude certainty that the already contorted beliefs of his audience are further amplified, and using it to garishly turn a quick profit.
Bibliography
Brown, S. (2017) Alex Jones’s media empire is a machine built to sell snake-oil diet supplements. Nymag.com. Intelligencer. [Online] [Accessed November 5th, 2021] https://nymag.com/intelligencer/2017/05/how-does-alex-jones-make-money.html.
Clarkson, J. J., Tormala, Z. L. and Rucker, D. D. (2008) “A new look at the consequences of attitude certainty: the amplification hypothesis.” Journal of personality and social psychology, 95(4) pp. 810–825.
Grande, T. (2020) Alex Jones | is he a “performance artist?” | mental health & personality. Youtube. [Online] [Accessed November 5th, 2021] https://www.youtube.com/watch?v=wUWT4V7ik9Q&list=PLdkEfv97FwXgI9pfqXp6UhBmg5oCPZHkm&index=2.
Joe Rogan experience #1255 — Alex Jones returns! (2019). Youtube. [Online] [Accessed November 5th, 2021] https://www.youtube.com/watch?v=-5yh2HcIlkU&list=PLdkEfv97FwXgI9pfqXp6UhBmg5oCPZHkm&index=5.
Lacey, D. (2013) “Alex Jones Buttersignal Pancake.”
Novella, S. (2017) Alex Jones — snake oil salesman. Theness.com. [Online] [Accessed November 5th, 2021] https://theness.com/neurologicablog/index.php/alex-jones-snake-oil-salesman/.
Oliver, J. (2017) Alex Jones: Last week tonight with John Oliver (HBO). Youtube. [Online] [Accessed November 5th, 2021] https://www.youtube.com/watch?v=WyGq6cjcc3Q.
