A funny thing happened on the day OpenAI announced it was shutting down Sora, its video generation app: Iran went all in on synthetic propaganda and very quickly started winning the global meme war. The timing is a coincidence, no doubt, but it is the kind of coincidence that illuminates.
Watching the explosive virality of the clips offers a powerful lesson in asymmetric media operations. They deploy cultural sophistication, an understanding of online communities and the enormously powerful creation tools made available by American tech companies, tools that give everyone on the internet access to a personal reality distortion field — drones, but for your feed.
On Wednesday, as Donald Trump was trying desperately to talk down the oil markets with hints of a deal, a stream of videos, carefully calibrated for U.S., regional and third country audiences rolled out on X via embassy accounts, Russia Today, and disaffected Maga influencers. The clips, by broad social media consensus, are good. Some lean heavily on the extremely online grammar of the U.S. right. Some remix Hollywood characters and likenesses in exactly the way that OpenAI’s now nixed billion-dollar deal with Disney was supposed to sanction. Others lean more heavily into Islamic iconography, featuring Donald Trump and Benjamin Netanyahu as worshippers of Baal, the foreign demon god who figures in both the Quran and the Hebrew Bible. The Lego movie is an especially rich resource, but so are TikTok formats, and the kind of idealized AI figures beloved of Trump administration meme makers. You can watch a few of them here .
Notably, faked war footage is far from the dominant format. All of these clips foreground and celebrate their own artificiality: some are sentimental, some triumphal, many are full of the gleeful adolescent wit of gamers on discord forums.
Researchers have long been warning that generative tools will undercut the authority of visual evidence, compounding and accelerating the damage created by slower, cruder forms of fakery: photoshop, selective editing, even gaming clips passed off as combat footage. Of course, we are already there, and have been for a while. Russia has been the paramount master of this game, in Ukraine and in its ongoing influence operations around the world. But others have learned quickly. Last year, when India and Pakistan were engaged in a brief aerial battle, social media bullshit overwhelmed and compromised traditional coverage. More recently, Israel’s obliteration of Gaza was accompanied by a sustained and comprehensive blizzard of visually compelling misinformation, propaganda, and official lies.
That continues. On March 28, Israel killed three journalists in a targeted strike in Southern Lebanon, claiming without evidence that one of them, Ali Shoaib, was a member of Hezbollah’s Radwan forces. They later distributed a photograph of him in military fatigues to reinforce the point, but explained to Fox news that in fact, they’d had to photoshop the uniform in because no such picture existed.
Meanwhile, in the Trump administration’s domestic war on immigrants and political opponents, we’ve seen a complete resetting of norms around the tone of official communication and any expectation that it is rooted in fact. Nowhere was that more evident than in the altered footage posted by the White House of the arrest of the prominent Minneapolis activist Nekima Levy Armstrong in January. In the video, shared by the official White House handle, a handcuffed Levy Armstrong is sobbing, her skin visibly darkened. In fact, she had faced arrest calmly.
Questioned by reporters about this blatant falsification, deputy White House communications director Kaelan Dorr responded : “Enforcement of the law will continue. The memes will continue.” Collapsing the distinction between a meme and the factual record with the aid of AI is the final step in this administration’s insistence that its preferred narrative simply is reality.
The problem for the White House and its allies is that their choices in tech policy, official communication, and press freedom level the playing field for information war in ways that Tehran’s media strategists understand and they, for all their immersion in online worlds, do not.
Iranian propagandists know that the currency of visual information online has already been completely debased. They’ve dealt with it plenty, and no doubt practiced it themselves in regional battles for narrative dominance. Their insight is that as cheap and easy as it is to create and distribute fakes, returns on the effort of mobilizing what disinformation researchers call “coordinated inauthentic action” are diminishing. They still do it, but it isn’t where the action is.
Sam Altman, Elon Musk and Mark Zuckerberg have, in a very practical sense, wrought this moment in concert with Peter Thiel, Alex Karp, JD Vance and Donald Trump. At their urging, the U.S. has surrendered unrivaled dominance in scarce, expensive info…
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