In today’s digital landscape, discussions about echo chambers are rampant. It’s fascinating how certain ideas gain traction within groups of like-minded individuals. The earlier controversy surrounding American Eagle’s “Good Jeans” advertising campaign featuring Sydney Sweeney illustrates how motivated political actors can amplify isolated discourse from social media into headline-worthy conflict to fulfill their agendas.
According to data from the open-source social intelligence platform Open Measures, the backlash against the American Eagle ad, criticized for seemingly embracing concepts related to eugenics and white supremacy, represented only a small fraction of the dialogue surrounding the marketing effort. Between July 16 and August 12, 2025, just 6% of posts mentioning the ad referred to its alleged racist connotations. However, if you followed the discourse, you might think this was the sole topic being debated.
Why did this happen? Open Measures reveals that right-wing accounts seized on the backlash and manipulated it into a much larger story. By July 27, researchers observed conservative figures promoting selected posts as evidence of liberal outrage over the ads. This strategy transformed a few critical voices into representatives of what they labeled as the “woke left,” igniting waves of backlash against a simple jeans advertisement. As reported by the New York Times, many posts framed as indicative of a broader political ideology had fewer than 500 views before being amplified, often by influencers like LibsOfTikTok, boasting 4.5 million followers on Twitter.
This phenomenon allowed the Online Right to fabricate a news cycle centered around the supposed outrage toward the advertisement, drawing significant media attention—including multiple segments on Fox News. Notably, the peak of conversation regarding the ad occurred not immediately after its release but about two weeks later, from July 30 to August 5, coinciding with heightened conservative amplification. This culminated in an unexpected endorsement from former President Donald Trump, who declared he “loved” the ad.
Open Measures further noted, “a larger share of posts discussing the ads that also claimed the ads echoed bigoted ideologies were represented on alt-platforms with predominantly conservative communities than those without.” This indicates that claims of racial insensitivity were motivated more by conservative critiques of liberals than by liberal voices themselves.
It’s crucial to recognize that there were certainly valid critiques aimed at the American Eagle campaign. However, the implications that these critiques represented the entirety of the Left don’t align with the data. The Right’s ability to leverage a handful of dissenting opinions as a representation of a larger ideology allowed them to manufacture an entire narrative—one that they themselves amplified.
Have you ever wondered how social media influences public perception? Social media can distort reality, turning small pockets of criticism into grand tales of outrage that capture headlines.
What role do influencers play in social media narratives? Influencers can significantly shape the narrative by amplifying messages, whether they’re based on fact or emotion, often skewing public perception in the process.
Can echo chambers affect your opinions? Yes, echo chambers limit exposure to diverse viewpoints, reinforcing existing beliefs and making it harder to engage with differing opinions.
How can one break out of an echo chamber? Actively seek varied sources of information and engage with content that challenges your views to foster a more rounded perspective.
What can be done to promote healthier discussions online? Encouraging civil discourse and exposing audiences to diverse viewpoints can help mitigate the extremes found in echo chambers.
In summary, the American Eagle ad controversy showcases the powerful dynamics of social media and political discourse. As a reader, it’s vital to remain vigilant and question narratives rather than take them at face value. For more insights and engaging content, feel free to explore further at Moyens I/O.