How This Left-Wing Activist Manipulates the Media to Spread His Message
‘Jetsetting terrorist’ Peter Young tells us how he gets malleable bloggers and lazy journalists to generate outrage and attention for him
By Ryan Holiday | 02/11/15 10:16am
I first heard of Peter Young when a reporter at the Daily Dot asked me if I was somehow involved in 2013’s “Ex-Vegans” stunt in which dozens of former vegans were exposed for having eaten meat. After dominating the media cycle for several days, the surprise left hook of the campaign landed: All the traffic and inbound links were redirected to footage of appalling slaughterhouse conditions. Hundreds of thousands of people were unwittingly exposed to the very unpleasantness that media attempts to shield from them.
I’m not a vegan, and I had nothing to do with the campaign—but I do have a lot of respect for its brilliance and execution and for the fact that it reveals a salient fact about our times. Today’s media system is a bit like an emperor with no clothes. Peter Young resembles nothing so much as Mathew Carpenter, the man who recently turned a stunt about shipping glitter to your enemies into $100,000. They both understand intuitively how the media works and have used it repeatedly to advance their interests. While they did what they did for very different reasons, I learned that they’d both read my book, Trust Me, I’m Lying, and it had influenced their actions.