Writing in the Guardian, Tim Adams summarizes the allure of Vice, “Twenty years ago Shane Smith set up a hip little Montreal magazine called Vice. Then along came the internet and Vice reinvented itself as the edgiest, wildest online media brand in the world. It’s staffed by twentysomethings and aimed at a global youth who have no interest in mainstream media. Which is why he is courted by everyone from Rupert Murdoch to Google.”
Where public trust towards long standing new outlets has eroded, especially for young people, Vice aims to explore the absurdity of contemporary life and the mass hypocrisy of Western politics. Adams interviews the cofounder and CEO of Vice, Shane Smith, and extracts golden nuggets of media wisdom:
But the fact is four corporations own all of American news, and they are all equally scared of losing Budweiser or whoever as their advertisers. The greatest propaganda coup of the American right has been to convince its citizens that we are in the grip of a liberal conspiracy. As a result, Obama is to the right of Richard Nixon on most issues. And there is we believe, certainly some space to exploit there.” He pauses, smiles, concludes his lesson for the day. “And we, Vice, aim to exploit it.