How powerful is propaganda—really? In this episode of The Next Best, Marcel Dirsus speaks with Gavin Wilde, a former White House official and U.S. intelligence analyst, about why we consistently overestimate the impact of fake news, disinformation, and "information warfare." From World War I and Edward Bernays to Russian hybrid warfare, social media bots, and AI-generated deepfakes, Wilde argues that propaganda is far less decisive than we like to believe. We discuss: • Why democracies struggle with persuasion and media literacy • How Russia exploits existing social fractures rather than creating them • Why calling out disinformation can sometimes backfire • Why "ignoring it" might be a more rational strategy than constant outrage The conversation also explores AI, deepfakes, hybrid warfare, and the limits of deterrence in the information age—challenging many of today’s dominant assumptions. Timestamps: 00:00 — Why ignoring propaganda might be the most rational response 00:29 — Introduction: Gavin Wilde on propaganda, Russia, and hybrid warfare 00:53 — What propaganda actually is (and how it differs from persuasion) 01:04 — World War I, democracy, and the birth of modern propaganda 03:40 — Edward Bernays, psychology, and “torches of freedom” 05:10 — Propaganda as belonging, not mind control 06:29 — Propaganda in democracies vs. autocracies 06:50 — Nazi Germany, the Soviet Union, and reinforcing existing beliefs 09:18 — The internet, bots, deepfakes, and how the game supposedly changed 09:57 — Computing, social science, and the myth of predictable persuasion 12:20 — Why propaganda and advertising oversell their own effectiveness 13:50 — Russia, hybrid warfare, and election interference 14:17 — Do we know Russia interferes in Western elections? 15:30 — Soviet history and the roots of Russian information warfare 17:32 — Opportunism vs. grand Kremlin strategy 18:58 — The risks of overestimating foreign interference 19:28 — Why blaming propaganda undermines democratic agency 21:35 — Exploiting existing divisions & the Doppelgänger operation 23:10 — When exposing disinformation backfires 24:40 — Policy takeaway: why “ignore it” may be the best option 25:58 — Should democracies fight back with information warfare? 26:11 — Why information warfare is fundamentally autocratic 27:30 — Telling a better democratic story (not just better facts) 29:24 — Kinetic hybrid warfare: sabotage, terrorism, and fear 31:34 — Attribution, deterrence, and why resilience matters more 34:10 — Artificial intelligence, deepfakes, and the “dog that didn’t bark” 36:51 — What we still get wrong about human behavior and propaganda 37:54 — Closing remarks The Next Best with Marcel Dirsus offers deep dives into geopolitics and international relations. We provide serious political commentary on foreign policy challenges, modern warfare, and global security.