- Effective propaganda, the selling of lies does not mean that the Illuminist controlled MSM do not tell the truth. For every time they tell the truth, they repeat the LIE 10x. What remains in the minds of the sheeple will be the LIE. The ability of the MSM to lie effectively, is now greatly constrained by the alternative media. They are no longer as free as to they were before, to sell lies to the naïve and gullible sheeple. Their ratings have plunged and are continuing to plunge. Their credibility have gone down massively. They no longer can manufacture fake consensus. This also means that they need to rebuild their credibility and start reporting more truthfully.