The New York Times has reportedly targeted the Rumble video streaming platform in an apparent attempt to undermine its credibility, particularly around content promoting readiness for global conflicts. Critics, including Jake Pentland (the son of comedian Roseanne Barr), argue that while mainstream media outlets like the Times have disseminated controversial narratives regarding COVID-19, they now focus on discrediting platforms like Rumble that they view as competitors. Pentland emphasizes that Rumble provides true commentary on pressing issues, in stark contrast to what he labels as “propaganda” from traditional media. In his view, the Times’ selective coverage, particularly regarding advertisements associated with perceived threats of nuclear war, is indicative of a larger pattern of bias favoring established media’s narratives.
Elon Musk, the owner of the social media platform X (formerly Twitter), also reflected on this trend, suggesting that traditional media aims to discredit emerging platforms because they pose a financial threat. Musk pointed out that these traditional outlets compete for advertising revenue, which builds a natural rivalry. His comments extend to Rumble, which is increasingly popular as viewers turn away from cable television and mainstream news. By championing alternative voices, Rumble and platforms like X represent a shift in how news is consumed — one that traditional media outlets resist, fostering a dynamic he dismisses as biased rather than objective.
The New York Times’ article seems to critique Rumble’s content by specifically mentioning posts from Pentland and the Roseanne Barr Podcast, which include alarming directives about potential nuclear conflict. Stuart Thompson, the Times author behind the piece, indicated in an email to Pentland his decision to rely exclusively on Rumble for a week for insights into the platform’s news landscape. However, Pentland countered this with skepticism, questioning whether the Times would present a fair and comprehensive picture of the misinformation perpetuated by traditional outlets, especially involving their relationships with corporate entities like Pfizer.
Against the backdrop of escalating geopolitical tensions, particularly involving Russia and Ukraine, critics like Pentland and Rumble’s CEO Chris Pavlovski stress the importance of warning the public about potential threats. Pavlovski stood by the platform’s creators who discuss the looming possibilities of nuclear conflict, highlighting that these discussions have been spurred by Putin’s own pronouncements about nuclear engagement. This information, they argue, is vital for American citizens who need to be aware of the implications of the current administration’s actions.
Musk’s commentary further underscores the internal struggle between traditional and emerging media platforms. He has characterized the Times as “irrelevant,” aligning with the viewpoint that these legacy organizations are out of touch with the current media consumption landscape. By promoting X as a dominant source of information, Musk reiterates that traditional journalism is losing its sway in the face of new platforms, which, according to him, are eclipsing their influence by actually engaging with a broader audience on critical realities facing society.
Ultimately, the situation encapsulates a broader conflict within the media landscape, as established outlets like the New York Times grapple with their perceived diminishing authority in a world increasingly dominated by user-generated content and alternative media platforms. The struggle for credibility, viewership, and advertising revenue intensifies as emerging platforms like Rumble and X assert their role in shaping public discourse, posing existential challenges to traditional news organizations that once held significant power over information dissemination.
