
Calling out the fibs, the spin, the flimflam, the bullshit and the full catastrophe
No. 1 — Friday, 22 May 2026
WELCOME TO THE AVALANCHE
Picture a man in a bathroom. Not just any man, but the modern father of lies. Snapping cigarettes.
It is 1932, in an Upper East Side apartment in New York City, with eleven-foot ceilings, formal dining rooms, and servants’ corridors running behind the walls like a second, invisible household. Feminist and the first married woman in America to hold a passport in her own name, society hostess, writer, wit: Doris Fleischman manages it all with eleven live-in servants, each handed a daily schedule parcelled into fifteen-minute intervals every morning, the whole magnificent machinery cranked toward one frequent and glittering end: dinner for twenty-two four nights a week plus at least one hot midnight snack for twenty-two.
Her husband, Edward Bernays, the father of lies, lives in style. Sigmund Freud’s nephew he may be, but Edward is immensely wealthier and infinitely more successful. Bernays is the highest-paid Mad Man in America, an advertiser his toady biographer launders into the father of public relations. And he is hopping mad. He has just found his wife Doris’s Parliaments again.
He pulls each white cylinder from the pack. Snaps it. Then another. His daughter Anne, who will later become a novelist, recalls the sound and the fury. He snapped them, she said, “like bones.” One by one. Then he dropped the pieces in the toilet and flushed.
He did this regularly. He did it without apparent irony. One wife is many women, Doris wrote wryly: housekeeper, hostess, mother, nurse, business partner, and uncredited author of her husband’s words; though she put it best herself in 1949: “Mrs. stands to the right of me, and Miss stands to the left. Me is a ghost somewhere in this middle.”
Then her husband snapped another of her Parliaments. Her cigarette of choice. Like a bone. And flushed it away.
In his day job, Ted worked for the opposition brand, flogging Lucky Strikes, in a campaign that took no prisoners. He was good at it. Women were his aim. “Reach for a Lucky instead of a sweet.” “To keep a slender figure, no other brand will do.” Above all, “Luckies,” as they were affectionately known, were “torches of freedom.”
At his desk next morning, Bernays was writing advertising copy explaining to every American woman that a cigarette could soothe her throat and slim her waistline. In 1929, he had hired ten debutantes, young women of good family, photogenic, respectable maidens to troop down Fifth Avenue on Easter Sunday, lighting cigarettes as they went, calling them their “torches of freedom.” A psychoanalyst Bernays hired advised that women smoking in public would be a powerful symbol of emancipation. A sublimation of oral eroticism, to be precise, but that idea didn’t make the press release.
The smoko liberation front made the front page of the New York Times. Of course it did. Unbidden, hidden, Doris always saw to PR for Ted. “Girls Puff at Cigarettes as a Gesture of Freedom.” Cigarette sales to American women rose from 12 per cent in 1929 to 33 per cent by 1965. Eight million people a year now die from smoking globally. Liberated from even breathing.
Did Bernays know he was selling death? Of course. He read early studies linking smoking to cancer. Ted drew on that research to beg Doris to stop. In public, he used Uncle Sigmund’s theories about the unconscious to sell cigarettes to everybody else’s wife, daughter, aunt, cousin or niece.
Doris was hopelessly hooked. She died in 1980, fifteen years before Edward, of an unlucky stroke. Bernays himself never smoked.
He knew better.
Lucky Strike helped Bernays make a mint. The Madison Avenue tobacco tycoon lived to 103. He gave his last gasp in 1995, having watched his techniques metastasise like lung cancer throughout modern democratic life. Propaganda, the word he had used for his own work, went on to become a term of derision, used to describe lies other people told.
What he did was called public relations. Then “communications.” Then it became “content.” Now it is called the algorithm. The thing itself never changed. Only the marketing of the thing changed, which is, when you think about it, perfectly Bernaysian.
If we were to name one man as the foundation of our post-truth era it is Bernays: conflicted, compromised and rat cunning. The man who taught the world to lie about lying. The man who went home each night and snapped the evidence like bones.
Every honest conversation about disinformation must inevitably find its way to that bathroom, to those fingers, to that sound.
THE AVALANCHE ITSELF
“Americans are being buried under an avalanche of misinformation and disinformation, enabling the abuse of power. The free press is crumbling. Social media is giving up on fact checking.”
Seldom does an American president speak so clearly, openly and honestly in public. Joe Biden could have been talking about us in that farewell address in 2025. He was talking about all of us.
ACMA, the Australian Communications and Media Authority, is not a body given to revolutionary decree. It published research late last year showing that 72 per cent of Australian adults who used a digital platform in the first half of that year believed they had encountered misinformation. Seventy-two per cent. Nearly three in four Australians, swimming each morning through a daily soup of manufactured unreality before they’ve finished their flat white or cracked their first egg.
The most common lie? False or misleading information about social groups. Not the random error, not the honest slip, but the targeted lie, designed not merely to confuse but to divide. To set us against each other along the fault lines of race, religion, gender, class, and the half-dozen other wedges that the disinformation industry keeps razor-sharp and ready, just as Bernays kept his techniques knife-edged. He called it “crystallising public opinion.”
It is the same process. But those crystals are sharper now, cheaper, and travel at the speed of light.
The Australian Associated Press tracked over a dozen Facebook pages with cheerful names like “Swimming Secrets” and “Tennis Triumph,” operated by accounts based in Vietnam. They started in mid-2025 mimicking sports fan pages before pivoting, with the grotesque inevitability of a racket being swapped for a rifle, to full-time Australian political disinformation. Thousands of shares. And even more likes. Websites full of AI-generated articles. “Almost industrial level forms of misinformation; designed for the algorithm in search engines to pick up,” says open-source intelligence analyst Giano Libot, a master of understatement.
Industrial. Level. Forms. Of. Misinformation.
That is not someone posting a dodgy meme from their kitchen table. That is a factory. The product is your credulity. The distribution network is your trust. The business model is Bernaysian to its marrow; and unlike Bernays, it doesn’t even employ a psychoanalyst. It just employs the algorithm, which has already figured out what your particular unconscious wants to hear, and is serving it to you now, warm, on your personalised, if not electronically monogrammed plate.
THE MURDOCH QUESTION, WHICH WE SHALL NOT STOP ASKING
You cannot run a column about disinformation in Australia without naming the elephant that owns the living room, the kitchen, the hallway, a controlling interest in the spare bedroom and can even be hanging out, come the holidays, in your shack on the Murray River.
Rupert Murdoch’s News Corp holds roughly 70 per cent of the print media market in this country. His television arm, Sky News, runs twenty-four hours a day. His newspapers, the Daily Telegraph, the Herald Sun, The Australian, set the terms of political debate for a political class marinated in them from breakfast to bedtime.
The independent Media Bias/Fact Check operation rates The Australian as Right-Centre with mixed factual reporting. “Mixed” is their word for an outlet that has produced documented failed fact checks and whose editorial line consistently minimises the scientific consensus on climate change. Australia’s official media watchdog has found that three-quarters of recent complaints upheld for violations of media ethical principles were against News Corp. Three-quarters.
In any other industry, a company responsible for 75 per cent of verified ethical breaches would be facing a royal commission and a Senate committee and, in better times, a mass protest outside its headquarters. Outlawed now. In Australia, you get a ritual slap on the wrist and it’s back to business as usual. Or more so.
The Murdoch Referendum Accountability Project found that during the Voice campaign, News Corp outlets produced not merely biased journalism but propaganda disguised as news, campaigning for political causes in a way that didn’t just degrade democracy but actively undermined it through deliberate manipulation and divisive polarisation.
During that same campaign, Sky News ran “Fact Check Files,” in which they accused RMIT FactLab, an independent university fact-checking operation, of bias. The sin? RMIT had fact-checked Sky News stories and found lies. Sky then pressured Meta to suspend RMIT from its fact-checking program. The pressure worked. The fox had successfully lobbied to have the henhouse inspectors escorted from the premises.
This is not incidental. This is the system working as Bernays designed it. You don’t need to suppress the truth if you can destroy the credibility of the people telling it. You don’t need to win the argument if you can disqualify the umpire.
Snap them like bones. Flush them away. Go back to the office.
THE GLOBAL PICTURE: WHEN THE PRESIDENT IS THE DISINFORMATION
Meanwhile, north of the equator, Donald Trump has been doing what Donald Trump does with the same repulsive, compulsive regularity that Bernays visited his wife’s bathroom cabinet.
In March Trump took to Truth Social to accuse Iran of using AI as a “disinformation weapon,” simultaneously accusing Western media outlets of “close coordination” with Iran to spread AI-generated fake news. Not a skerrick of evidence. He suggested publications that reported on Iranian attacks should be charged with treason.
The magnificent irony, which would be funnier if it weren’t so dangerous, is that Trump himself had initially shared an AI-generated video showing the USS Abraham Lincoln aircraft carrier ablaze at sea, before being told that the ship was entirely undamaged and sailing normally. He had been taken in by a fake. He had shared it. He then accused everyone else of spreading fakes.
Or was he taken in? CENTCOM, the US military’s own propaganda unit, peddles disinformation every bulletin.
This is Bernays at scale, with the psychoanalyst replaced by a social media team and the Easter Sunday debutantes replaced by a Truth Social account with ninety million claimed followers. The technique is identical: create the image, release it into the world, let it do its work, and if caught, pivot immediately to accusing your accusers. In an epistemic crisis, nobody is sure what to believe or how to check. Then what?
Then Hannah Arendt’s warning stops being philosophy and becomes the morning news. She saw it coming in the ruins of Weimar. The goal of sustained lying, she wrote, was never to make people believe the lies. It was to destroy the faculty of distinguishing truth from falsehood altogether. Once that faculty is gone, once nobody knows what is true or how to check, you don’t need to convince people of anything. You only need to exhaust them.
And exhausted people do not resist. They comply. They shrug. They say they’re all the same and stay home on election day, which is precisely what someone wanted.
Timothy Snyder completes the thought in five words that should be carved above the door of every newsroom in the country: Post-truth is pre-fascism. When citizens lose the shared capacity to assess reality, raw power fills the vacuum that reason vacates. You cannot hold power to account if you cannot agree on what it is doing. You cannot vote the bastards out if you cannot agree on what the bastards have done.
Democracy is, at its core, an epistemic enterprise. It requires citizens capable of evaluating claims, assessing evidence and distinguishing the true from the manufactured. Strip that capacity, through the firehose, through manufactured doubt, through algorithmic enclosure, through the relentless Bernaysian engineering of consent, and what remains is not democracy.
It is the performance of democracy, conducted in a hall of mirrors, while somewhere offstage the real decisions are being made by people who never needed you to know the truth in the first place.
The difference is that Bernays had the private decency, or torment, of snapping his wife’s cigarettes in the bathroom. He knew what he was doing was wrong. He could not stop doing it professionally, but at home, in the small hours, he tried.
Nobody is snapping anything in the White House bathroom. The torches of freedom are being handed out wholesale and nobody is keeping count of the bodies.
WHAT WE ARE DOING HERE
This column’s method is simple, if not always easy. We name the specific lie. We trace it to its source. We follow the money, and there is almost always money to follow. We use the tools available: the AEC’s Disinformation Register, the ACMA’s research, AAP FactCheck, The AIMN, Michael West Media, and the full arsenal we assembled in last week’s field kit. And we write about what we find in plain Australian English, with the appropriate measure of fury and the occasional laugh, because if you cannot laugh at Bernays’ invisible government you will spend every waking hour in grinding despair, and that is precisely what they are counting on.
We will not offer false balance, the journalist’s capitulation that presents a documented lie as merely “one perspective” alongside a documented truth. We will be fair: precise, evidence-based, and willing to say when we have got something wrong. We will also say when other people have got something wrong, specifically, with names attached.
And we will remember Doris.
Doris bought Parliaments. Became addicted to them. Died in 1980, fifteen years before her husband.
She is always the point. The real human cost of the manufactured narrative: the wife addicted, the citizen manipulated, the voter deceived, the woman who marched down Fifth Avenue thinking she was claiming her freedom while Bernays cashed the cheque.
Her husband lived to 103. He spent his final years working, somewhat too late, with public health advocates on anti-smoking campaigns. Whether that constitutes remorse, or merely a very late-career pivot to the more lucrative side of the argument, is left as an exercise for the reader.
We will be back here next Friday. The avalanche does not take weekends off, and neither do we.
Next week: The astroturfing industry; how “grassroots” movements are grown in corporate greenhouses, what the Advance Australia network tells us about the international machinery of manufactured outrage, and why the Atlas Economic Research Foundation is a name you should know as well as you know Bernays.
The Lie of the Land is published every Friday at urbanwronski.com. Send it to one person who needs it. That is all we ask.








