You can always tell when a fight is about to break out. Or when organizations are about to sue each other. Or when countries are about to declare war.
What’s not been so easy to predict is when governments are going to fight their own people. Or how people are going to fight back.
We’re seeing that in the FUCK JOE BIDEN /LET’S GO BRANDON meme-chant, and it’s tracking interestingly with a phenomenon we call malwords.
Malwords are keywords weaponized—typically by government, academia, media, and now big tech— to control of language and narrative. They have historically served as leading indicators for atrocity, from mass deplatforming to mass incarceration to mass inoculation, to mass murder. Malwords are measured by the number of times they appear per million published words, or in parts per million (PPM).
Malwords campaigns have been around since World War II. A PPM of 50 means that the average person hears a term at least once a day. Propaganda campaigns typically aim for frequencies of 500 PPM and above. Recent malworded terms are PANDEMIC, JANUARY 6, UNVACCINATED, INSURRECTION.
We are also seeing more and more attempts to fight back against malwords with terms such as LAB LEAK, GAIN OF FUNCTION and WHERE’S HUNTER. We call these anti-malwords. And the most successful and viral to date has been FUCK JOE BIDEN /LET’S GO BRANDON.
FUCK JOE BIDEN gained momentum with the AFGHANISTAN debacle of August 26. LETS GO BRANDON birthed itself on during the ESPN interview of Brandon Brown after scoring his first NASCAR Xfinity Series win at Talladega on October 2, in an upset come-from-behind performance.
You see and hear it everywhere—stadiums, concerts, food courts, hip hop tunes.
Just not in the news
FUCK JOE BIDEN weighs in at exactly 0.0 PPM with a total of 4 instances across a daily published output of 200MM words. And LETS GO BRANDON makes the featherweight class at 0.19 PPM and a total of 23 instances in the same published news corpus
That’s because Big Media and Big Tech are doing their best to #BuryBrandon.
But #BrandonIsAlive and well. And you can track him on our Daily Brandon #FJB Words—a dataset dedicated to the #BrandonLifecycle.
At a top-level view, you’ll see that the Big Bang event is AFGHANISTAN, (peaked at 387 PPM, down to 86.25 PPM), and a supporting cast of keywords such as INFLATION, SUPPLY CHAIN, and VACCINE MANDATE.
But if AFGHANISTAN blew open the doors, it also spawned a ton of Tier-2 terms behind the malaise. Their order-of-magnitude lower PPM’s obscure them like alt-coins, but their 30-day movement is remarkable:
DEBT CEILING (Up 1220%)
2020 ELECTION (Up 72%)
GAS PRICES (Up 155%)
CRITICAL RACE THEORY (Up 39%)
SOUTHERN BORDER (Up 52%)
ELECTION FRAUD (Up 159%)
HUNTER BIDEN (+251%)
EMPTY SHELVES (+233%).
Can’t see Brandon… but his market is up…WAY UP!
Looks like the Media and Big Tech have a little more chopping to do.
Looks like you can make their job a little harder by calling your representatives and employers and letting them know how you feel on the above topics.
#LetsGoBrandon!