A Look into the Bizarre World of the Scaramucci Post

Last Monday, former White House Communications Director Anthony Scaramucci (known for his record-breaking 11-day tenure) launched a new media outlet called the Scaramucci Post.

What is it? Scaramucci himself still seems unsure. As he said repeatedly at the launch party, “We have absolutely no idea what the Scaramucci Post is, and neither do you.”

https://twitter.com/TaylorLorenz/status/915011873917030400

What’s clear so far is this: The Scaramucci Post appears to be some kind of centrist, millennial-focused news media outlet that lives primarily on social media like Twitter, Instagram and Periscope.

It’s also clear that this is quite possibly the strangest “media outlet” on the market.

In its 1,653 tweets (as of this writing), the Scaramucci Post does not appear to have published any news stories. Of course, it’s difficult to expect much else from a news outlet without any journalists, but the content it has been publishing instead of news is, well, frankly bizarre.

First and foremost, there is no clear way to tell who is posting on these Scaramucci Post-branded social media accounts. It could be Scaramucci himself, someone else or a combination of people.

The typical piece of Scaramucci Post content contains a poll asking its followers about a wide range of issues. A significant portion are “follow polls,” wherein the account asks its followers who to follow.

Some are political, like when the Scaramucci Post asked its followers to imagine they were black men and then to ponder whether they would rather get pulled over by U.S. or Liberian police.

Many have no discernible category at all, like one questioning the acceptability of platform crocs.

Beyond its polls, the Twitter account’s content only gets stranger. If we were to compile a comprehensive list of all the strange tweets, this article wouldn’t be published until next year.

It created a hashtag for their (mostly one-sided) Twitter fight with Jay Rosen, a journalism professor at New York University. They’ve published many, many inexplicable series of emojis.

My personal favorite: At one point, the account published the word “PEN” spelled out in three different, single-letter tweets.

It’s not clear what portion of the Scaramucci Post’s strangeness is intentional, and what is not. Much of it could be a marketing ploy (one that appears to be working quite well, given the degree of media attention dedicated to it thus far). It possibly hinted  at its marketing prowess in an Oct. 3 tweet:

Much of it appears to be a genuine exploration (and misunderstanding) of Twitter parlance by individuals unfamiliar with Twitter. The night before the Scaramucci Post launch party on Oct. 2, they asked Twitter not to follow them until the next morning since they were “still in practice mode.”

Regardless, there are some people who seem to genuinely believe in this project (other than Scaramucci himself).

The Scaramucci Post has a sponsor already — a small sports media outlet dedicated to covering women’s sports called the Knockout Times. Social media “mogul” Lance Laifer, perhaps best known for encouraging celebrities like actor Taye Diggs to follow mass amounts of Twitter accounts, is also on board.

Whether this is a serious project with long-term potential or a desperate cry for relevance from someone who had it taken from him too soon, the journey of @ScaramucciPost is certainly going to be an interesting one.

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