Ben Collins: Leading The Onion into New Territory
Ben Collins, the CEO of The Onion, has revitalized the iconic satirical publication since taking the helm. Based in Massachusetts and born in 1988, Collins transitioned from a successful career as a technology journalist specializing in misinformation and conspiracies—having contributed to prominent outlets like the Daily Beast and NBC.
Reviving a Print Legacy
In 2024, Collins sought to bring back the print edition of The Onion, which had been shelved in 2013. The monthly newspaper now boasts over 50,000 subscribers and serves as a crucial financial backbone for the organization. However, current events, notably the tumultuous electoral landscape, have reignited his commitment to crafting impactful stories. He indicated, “I've had to jump back in and do everything I already knew how to do: how to make a story big, the old-fashioned way.” This includes the controversial bid by The Onion for Infowars, the conspiracy-laden website founded by Alex Jones, now embroiled in financial and legal troubles stemming from defamation claims related to the Sandy Hook tragedy.
Understanding Satire in Technology
During a recent talk in Barcelona, where he participated in the Mozilla Festival, Collins discussed the significance of satire in the tech world. “If you don't laugh a little at the exorbitant valuations of artificial intelligence (AI) companies, you're missing the bigger picture,” he stated. He emphasized that the rising prominence of technology must be scrutinized and laughed at, citing a popular The Onion headline: “Uncle who is unfortunate as a person sees enormous potential in AI.” Collins believes satire is vital for holding powerful entities accountable.
Facing Backlash from Powerful Figures
Notable public figures like Elon Musk have attempted to silence the platform. Musk unsuccessfully tried to ban The Onion on X, demonstrating the discomfort that humor can provoke in powerful figures. Collins remarked, “We receive removal requests from everyone from Democratic governors to Donald Trump.” Even before Trump's presidency, The Onion faced ire for a headline that read: “If you ever feel depressed, remember that in 10 or 15 years I will be dead.” The response from Trump's legal team was intense, demonstrating the fragile line between humor and offense in today's political climate.
The Nature of Power and Humor
Collins described the current power dynamics in society, noting that ridicule often arises from a place of rejection within polite society. He indicated that many high-profile figures in power have their roots in feelings of inadequacy, suggesting that their authoritarian tendencies are a response to these experiences. “There are two ways to handle that: reform yourself or become a total fascist authoritarian,” Collins commented, asserting that many choose the latter.
The Impact of Satire on Public Perception
As reality often mirrors satire in today's world, Collins argued that the content produced by The Onion resonates with audiences more than traditional news. “I don't like that The Onion has to start saying phrases that seem truer than what comes out in the New York Times,” he reflected. This shift highlights a growing frustration with mainstream media, as individuals seek more authentic representations of current events.
Public Sentiment and Engagement
Collins observed a notable trend of individuals disengaging from conventional news outlets in favor of more satirical content. Many now express sentiments like, “I canceled my subscription to the Washington Post because The Onion is healthier.” He described this transition as a move from passive news consumption to active civic engagement, with people increasingly seeking ways to effect change rather than merely absorbing the latest headlines.
Navigating Misinformation
Collins addressed concerns regarding misinformation—distinguishing The Onion from misleading narratives that target vulnerable populations. He emphasized that the publication aims to provide insight through humor, rather than falsehoods, stating, “We try to get to the heart of an issue by making fun of it.”
The Future of AI and Humor
Regarding the influence of artificial intelligence on comedic writing, Collins noted the inherent limitations of AI in creating genuine humor. “AI humor is so bad that anything we do seems like the smartest thing ever done. It sucks the personality out of any text,” he remarked, highlighting the importance of uniquely human creativity in satire.
The Infowars Controversy
The recent engagement with Infowars showcases the challenges faced by The Onion. Collins recalled the chaotic nature of their bid for the controversial platform, asserting that their motivation was to contribute positively amid ongoing legal issues faced by Alex Jones. “If this guy gets his way and manipulates the legal system, it's only fair to move on,” he concluded, pointing out the ongoing nature of their legal dispute.
