Weaponized: Media Matters accessing social media ‘raw data’ to use against political opponents

Aug 9, 2017 by

By Jeff Reynolds –

[Editor’s note: Today, we continue breaking down the Media Matters playbook, intended to destroy all opposing voices and dissenting viewpoints.]

Yesterday, Media Equalizer shined new light on the confidential Media Matters playbook, initially distributed at an event held for a large group of leftist donors.

Silencing ALL opposition voices: Inside The Media Matters Playbook

Today, we reveal how the leftist organization is accessing private social media “raw data” to take down political opponents and eliminate advertising from conservative-leaning websites. Sound creepy?

Marked “Private and Confidential”, it does a lot of bragging about previous successes, claiming credit for Glenn Beck leaving cable television and compelling 60 Minutes to issue a retraction on a story about the ambush of American diplomats at Benghazi, Libya.

It also highlights how four of David Brock’s organizations will each play a part in undermining and eliminating non-progressive activists in America. It defines respective roles for Media Matters For America, American Bridge 21st Century PAC, Shareblue, and CREW.

The first section of the often self-congratulatory document is dedicated to Media Matters. There, Brock (above image) boldly proclaims that it “will be vigilant in holding news media accountable for even the slightest bit of normalization of Trump.”

Let that sink in for a moment. It’s obvious Brock is speaking to a group of far-left progressive supporters. Even though it’s evident that he’s feeding his donors red meat, the very idea that a duly elected president shouldn’t be “normalized” should be deeply frightening to any American. They are clearly not interested in uniting America behind their issues – opting instead to bully everyone into submission to their progressive cause.

In order to accomplish this, Media Matters will train its sights on the digital space. As they note:

Almost two-thirds of Americans (200 million) consume news on social media. By contrast, less than half of adults watch local news, less than a third watch cable news or nightly network news, a quarter listen to radio, and only one in five read newspapers.


They go on to brag that they are “already experts in monitoring the way information moves through the media landscape”.

Here’s the bombshell:

Media Matters has already secured access to raw data from Facebook, Twitter, and other social media sites. We have also put in place the technology necessary to automatically mine white nationalist message boards and alt-right communities for our archive.

We will now develop technologies and processes to systematically monitor and analyze this unfiltered data.


Social media sites have long had application programming interfaces, or APIs, that let programs talk to each other. For instance, using a publishing service like TweetDeck or Hootsuite requires APIs.

The average American, however, likely has very little clue how much of their social interactions are available to marketers, investigators, reporters, or anyone else who wants to invest the resources to dig into it.

The strategy document tells how Media Matters will use this data to fight what they determine to be “fake news”:

Social media platforms need help in identifying vulnerabilities and crafting solutions. To this end, Media Matters will serve as their partner, speaking to them in their language of big data and encouraging changes based on what we see happening in the landscape.

By applying our expertise-driven technologies and enhanced credibility, we will earn and maintain our seat at the table and improve the structures of the media landscape.


That sounds intimidating enough, and one wonders if any such effort on the right is being undertaken to have “a seat at the table”.

It gets worse. The strategy decries the effects of “media fragmentation” and says:

Serial misinformers and right-wing propagandists inhabiting everything from social media to the highest levels of government will be exposed.

Journalists, activists, allies, politicians, and the general public will routinely utilize and weaponize our research products to understand and take action against the changing media ecosystem and the extremists seeking to manipulate it. [emphasis added]


There it is. Whether inadvertent or deliberate, Brock’s admission is extraordinary. Media Matters wants to weaponize their brand of research to target conservatives for destruction.

The memo goes on to state that Google, Facebook, and other major sites, will “no longer uncritically and without consequence host and enrich fake news sites and propagandists.” The goal is to get Facebook to adjust its algorithms, and to get Google to remove targeted sites from revenue-generating ad platforms:


Make no mistake, if you are a conservative with a message, you will be identified by Media Matters as a propagandist and the full measure of their billionaire-backed resources will be weaponized to take you down.

You can read the full 49-page playbook here.

To Join StopTheScalpings, a Facebook group dedicated to fighting back, click here.

*** To support the Media Equality Project’s ongoing efforts (such as this research), click here ***

Source: Weaponized: Media Matters accessing social media ‘raw data’ to use against political opponents | | Media Equalizer

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