The Counter-Programmer: how Michael Citarella is Building a Left-Wing YouTube pipeline
The online political landscape feels increasingly fractured, dominated by echo chambers and algorithms that often push users towards extremism. While much attention focuses on the right-wing’s success in leveraging platforms like YouTube, a new figure is emerging wiht a purposeful strategy to counter that influence: Michael Citarella. he’s not a firebrand activist, but a meticulous researcher and media strategist building what he calls a “tactical media experiment” – the YouTube show Doomscroll - designed to offer a compelling alternative to the right’s online dominance.
Citarella first gained recognition with his 2019 essay, “Politigram and the Post-Left,” a deep dive into emerging online political subcultures. the piece resonated widely, becoming a key text for those within these communities and a surprising discovery for established political observers.This initial success led to a diverse portfolio – a Twitch stream, op-eds for The Guardian, and a self-titled podcast – but his research consistently pointed to one crucial battleground: YouTube.
A recent U.C. Davis study confirmed Citarella’s suspicions: conservative users are considerably more likely to be funneled down “rabbit holes” of increasingly radical content compared to their left-leaning counterparts. This realization fueled the creation of Doomscroll in September 2023. Citarella’s goal isn’t simply to preach to the choir, but to actively disrupt the right-wing’s algorithmic advantage and create a “new pipeline” directing politically curious viewers towards leftist perspectives.
And it’s working. Doomscroll quickly amassed a dedicated following, reaching hundreds of thousands of views with just its second episode featuring cultural theorist Catherine Liu. Fellow YouTuber Hasan kulinski recently described Citarella as “the closest thing I’ve seen to a ’liberal Joe Rogan’,” a comparison that speaks to Citarella’s growing influence and ability to attract a broad audience.
Beyond the “Dirtbag Left“: A Measured Approach
Doomscroll frequently features voices from the “dirtbag left” – a media sphere known for its blunt, frequently enough provocative style. Citarella shares common ground with this movement, embracing its class-conscious, labor-focused outlook and its critique of performative “wokeness.” However, he distinguishes himself from figures like Will Menaker and Amber A’Lee Frost of “Chapo trap house” or the outspoken Twitch streamer Hasan Piker.
Where they excel at rabble-rousing, citarella projects a calm, professional demeanor.He’s clean-cut, unshowy, and possesses an easy authority. He introduces guests with neutral objectivity and guides conversations without dominating them, a style he playfully refers to as “social-democratic Lex Fridman,” referencing the tech-right favored podcaster known for his detached, analytical interviews.
This deliberate aesthetic extends to the show’s production. Filmed in a stark, white-walled studio in the Brooklyn Navy Yard, each episode maintains a consistent visual identity. The high-quality editing, lighting, and overall production value – achieved with a lean, part-time team – rivals that of established media outlets like The New York Times. “We have kind of jokingly called it ‘prestige podcasting,'” citarella admits.
A Strategic Embrace of Dialog and Unconventional Tactics
Citarella’s strategy goes beyond simply creating compelling content. He’s actively challenging the conventional wisdom of left-wing media, wich frequently enough prioritizes serving a dedicated audience with a pre-defined ideological message. ”That is essentially the editorial concept behind every existing left-wing media channel right now, and it has gotten us here,” he argues.
Rather, Doomscroll actively seeks out dialogue with ideological opponents. He’s hosted conversations with dasha Nekrasova, the controversial host of the “Red Scare” podcast; J.J. McCullough, a conservative Canadian journalist and YouTuber; and Aella, a libertarian-leaning internet personality known for her work in data science and the adult entertainment industry.
This willingness to engage with diverse perspectives is coupled with unconventional tactics aimed at broadening Doomscroll’s reach. Citarella has published a series of syllabi blending left-wing readings with fitness routines, recognizing the importance of appealing to a wider range of interests. He even undertook a personal “auto-experiment” in “hypermasculinity” – weightlifting, sun exposure, and even chewing tree resin – to debunk a right-wing claim that left-leaning men have lower testosterone levels.
A New Model for Left
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