What could possibly link late-night host Jimmy Kimmel and controversial streamer Nick Fuentes? It seems both have discovered a formula for grabbing attention in today’s media landscape: tapping into emotions by using provocative language to stir up their audiences, ensuring they keep coming back for more.

In a recent appearance delivering an “alternative Christmas message” to the UK on BBC’s Channel 4, Kimmel seized the moment to criticize former President Donald Trump. He painted a dire picture of “fascism” taking hold in the U.S., sarcastically remarking to international viewers that “tyranny is booming over here.”

Kimmel also made a bold claim, suggesting that his removal from ABC was a direct result of Trump seeking revenge because Kimmel failed to shower him with the adoration he supposedly craved. However, the actual reason for his show’s cancellation was linked to his harsh comments and the spread of misinformation following the tragic death of Charlie Kirk.

While Kimmel is well aware of the true circumstances, and his audience likely is too, the objective appears to be less about facts and more about igniting a fervor among his followers.

He knows that, and his left-leaning fans do, too, but the facts don’t matter when the goal is whipping folks into a frenzy.

Kimmel’s one-liners (“From a fascism perspective, this has been a really great year!”) are outrageous bunk, but they provoke a strong reaction — from both sides of the aisle.

Which is exactly what online algorithms, from Instagram to TikTok to X, reward.

In that way, Kimmel understands the online media cesspit the same way as professional hate-pusher Fuentes; a man who rose to fame by shamelessly promoting racism, misogyny and antisemitism in his purposefully offensive diatribes.

There’s a reason “rage bait” was Oxford English Dictionary’s 2025 word of the year — algorithms don’t care about what’s true or whether the content that goes viral is good for societal health; their purpose is to keep people logged in, endlessly scrolling and engaging.

The best way to do that is by triggering an emotional response, and nothing gets people’s blood pumping like outlandish, inflammatory political statements.

And so people are liking, reposting and commenting on content that thrills, enrages, radicalizes and divides them — while shrewd performers capitalize on the madness to boost their own profiles.

Of course, Kimmel doesn’t really think the United States is a fascist state; otherwise he’d be doing a lot more than joking in front of a camera.

Discerning Americans should assume Fuentes is being just as cynical, as he hypes Hitler and praises Russia and Iran.

Nor is it just Fuentes and Kimmel.

On the left, hucksters like Joy Reid, Rep. Jasmine Crockett (Texas) and others resort to similar strategies, though the right has its provocateurs, too.

These charlatans are all hawking rubbish that they themselves don’t even believe; their relevance relies entirely on other people buying in.

And when folks do fall for such bait, and let it arouse their rage, as it was meant to, the nation itself becomes more divided.

Anger escalates — and so does, all too often, violence.

Americans shouldn’t be fooled.

Don’t let yourself be manipulated by cynics aiming to monetize your fury and promote themselves at the expense of truth, civility and national unity.

The best thing Americans could do, for their sanity and their country, is to give them the attention they deserve: none.