The Onion has been a cultural watchdog for 36 years.

And now, the satirical publication is in the process of acquiring Infowars (talk about irony!).

Rehabbing the reputation of a platform like Infowars is quite an undertaking. But if The Onion can pull it off, this could become a blueprint for the redemption of other discredited brands, too.

In today's newsletter:

• The Onion turns Infowars into a joke— literally (here’s why we think this could be a blueprint for the future of media)

• The secret to Bryson DeChambeau's insane notoriety (find out exactly how he went from polarising to popular)

• Trend plug - We listen but we don’t judge

• Ask the Editor - Is what goes viral totally random, or is it predictable?

- Charlotte, Editor ♡

Infowars, meet The Onion: a redemption arc nobody saw coming.

Who could have predicted The Onion would buy Infowars in the biggest cultural clapback of potentially all time? Even Alex Jones called it a crazy conspiracy.

Yet here we are, living in a timeline where the kings of satire have taken over one of the internet’s most notorious conspiracy platforms.

And it’s a move that’s equal parts surreal, symbolic, and strategic.

For years, Infowars and its founder, Alex Jones, thrived on misinformation.

From pushing anti-vaccine hysteria to the devastating lie that the Sandy Hook shooting was a hoax, Jones built an empire on distrust and divisiveness.

But after a string of defamation lawsuits (including a staggering $1.5 billion judgement for said Sandy Hook claims) and bankruptcy filings, the wheels came off his operation.

Enter The Onion, which swept in to buy Infowars at what must be a bargain-bin price.

Their stated goal? To 'de-weaponise the Infowars platform' and turn it into a vessel for humour, accountability, and even advocacy, teaming up with Everytown for Gun Safety.

If irony were a currency, this acquisition would make The Onion richer than Musk.

[Keep reading]

-Sophie, Writer

The Secret to Bryson DeChambeau's Insane Notoriety

I’m going to be honest with you guys.

I don’t know a damn thing about golf.

But I do, however, know (some) things about Bryson DeChambeau – and that’s saying something, because what business do I have with a pariah golfer?

Well turns out, he’s not only a master of both golf, having won the US Open championship earlier this year.

He’s also a master of reinvention.

The 30-year-old has always been known for his big hitter style, analytical approach, and most of all, his polarising personality. But the official bad boy of golf has had a recent rebrand.

DeChambeau was never exactly the internet’s favourite athlete. His reputation as golf’s 'The Scientist'—armed with data-driven quirks and a hefty dose of arrogance—earned him both fans and critics.

But fast-forward a few years, and DeChambeau has pulled off one of the most remarkable personal branding comebacks in sports.

From notorious douchebag to charming content creator racking up millions of views, DeChambeau isn’t just a golfer anymore.

He’s a relatable entertainer, a social media powerhouse, and, dare I say it, a lowkey likeable guy.

And this week, he did the impossible in the world of golf – he hit a hole in one over his house.

[Keep reading]

-Sophie, Writer

Trend Plug

Have purer words been spoken than, 'We listen but we don't judge'?

Probably.

This trend is all about airing your dirty laundry without judgement. Kind of like the TikTok version of Confession, though it's not at all confidential.

It all started with a video of high school girls in uniform, chanting, 'We listen; we don't judge,' just before they each reveal a secret.

(The original video has been taken down, replaced by this apology video from the girls to their school and parents...) So, a word of warning: don't follow this trend in your school uniform.

Since then, TikTokers have started using it as a tool to share their embarrassing confessions. From couples sharing their guilty secrets within the relationship to workmates confessing their selfish/strange behaviours, there's a LOT of scope with this one!

How you can jump on this trend:

Find someone else to join you—partner, friend, parent, workmate—it could be one person; it could be four!

Together, chant the magic words (it's almost like a spell?), 'We listen but we don't judge.' Then, go ahead and reveal your hilarious secrets. Make sure you get the surprised reaction of everyone trying their very best not to judge—that's the most entertaining part!

Here are a few ideas to get you started (NOT my secrets, I promise):

• 'Sometimes, I pretend I haven't heard what you said just so I don't have to answer.'

• 'I never turn the tap off when I'm brushing my teeth.'

• 'I let my phone die on purpose because I actually just don't like texting back.'

-Maggie, Copywriter

Ask the Editor

Q - Do experts really think there are reliable methods to guarantee a 'viral' content piece or is it fully random and unpredictable? -Brocc

Hey Brocc,

I totally get how it can seem like what goes viral and what doesn't is totally random. But, when you look closer, the platforms are actually pretty predictable.

The reason what goes viral seems random is that most of us don't understand what makes a video go off. If a piece of content has gone viral, there will be a deeper human truth that people are connecting with.

This is what sparks the engagement. And the platforms are looking to push content that is getting a lot of commentary. So the ones that are getting a lot of engagement will continue to be shown to more people.

This is why it's so important to scroll with intention. When you see something go viral, really question why that is. Once you start figuring out what makes those pieces of content go viral, you will see it's actually not random at all.

- Charlotte, Editor ♡

For the group chat

😂Yap’s funniest home videos: Me when it’s December
❤How wholesome: Reunions will always make me sob
🎧Soooo tingly: Wax Candy ASMR
🍝What you should make for dinner tonight: Healthy Girl Era Bowl

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