Insane Clown Posse: Media Darlings or Painted Whipping Boys

In some instances, a musical act acquires such a devoted following that their albums are consumed like the Bible, their concerts are the equivalent of a religious experience, and they even assume a collective label to describe their kind: "Dead Heads describe followers of the Grateful Dead. "Kiss Army" is a term given to members of the Church of Gene, Paul, Ace, and Peter. "Mansonites" are Marilyn Manson enthusiasts. And "Maggots" is a term used to highlight the fan base of the 9-piece Iowa metal band, Slipknot.

All of these aforementioned groups receive little to no news media exposure. And when they have, it is predominately negative. For instance, Mansonites being targeted as their "leader" was accused of inspiring the 1999 shootings at Columbine High School or interviews with parent groups picketing outside of Kiss concerts in the 1970s. This lack of exposure via news media does not apply, however, to rap duo Insane Clown Posse and the "Juggaloes," their own devoted fan base. "Juggalo," is a term that was derived from a song called "The Juggla," on the Carnival of Carnage album. One night performing the song, one of the members referred to the crowd as the "Juggaloes." The name has stuck ever since.

The Detroit-based group, consisting of Joseph Bruce (Stage name: Violent J) and Joseph Utsler (Stage name: Shaggy 2 Dope), is known for their use of black and white "evil-clown" make-up. The group's live performances ensure that no one leaves without being completely drenched in soda pop, song lyrics that are hardly family-friendly and a rabid fan base numbering in the millions, which is very verbal in defending ICP in the media.

II: Thy Unraveling: Rationale for Research

In 1997, the duo, who had been virtually unheard of since their formation in 1991, released their fourth full-length album, The Great Milenko via Hollywood Records, who spent over a million dollars to promote the up-and-coming group. Six hours after its release, the album was pulled from store shelves as the label cited "obscene lyrics and gruesome content," according to Allmusicguide.com. It is rumored that Hollywood Records, which is owned by Disney, did so to fend off condemnation by the Southern Baptist Federation. Be whatever the truth, the group earned itself publicity, and has never stepped out of the public eye ever since.

The Insane Clown Posse are not what could be considered a mainstream act; their songs are never played on corporate radio, and their videos receive virtually no rotation on pop culture-shaping music outlets such as MTV, VH1, or BET. Some of this, however, could be due to the duo's refusal to be censored in any way.

Accordingly, Juggaloes (or Juggalettes, the term for a female fan) wish to keep it this way, and even seem to harbor an immense dislike for the news media's treatment of their community. In fact, on a quest for news clips on the You Tube website, a search returned four fan-produced clips in response to feature stories on the group broadcasted on evening news shows in Las Vegas and North Carolina. Their words were not positive.

Why do Juggaloes and Juggalettes have such an unfavorable opinion of the news media? Isn't the news supposed to be fair and balanced? Or, are the news anchors of America putting a spin on the story and feeding it to the public, ultimately giving the group and their fans an undeserved bad rap, so to speak?

A competent society is one which is informed. However, when its citizens are misinformed, it can lead to collective ignorance, the loss of the ability to think outside the box and, most dangerously, an unconscious prejudice against anything not status quo. It is with this rationale that this investigation shall be conducted into the news media coverage of the Insane Clown Posse and their fan base on a mission to answer this question: does news coverage of the Insane Clown Posse and their fans contain spin, and does it focus more on the negative or positive?

III: The Show Must Go On: Background

As mentioned prior,the Insane Clown Posse (or ICP for short) is a rap duo from Detroit, Michigan, comprised of Violent J and Shaggy 2 Dope. The group was formed from the ashes of another rap outfit, the Inner City Posse, which lasted through a few singles and one professionally released EP.

The duo has released several albums since their formation in the early nineties. However, the ones which have received the most media attention, or at least are the ones the act is most known for, are their series of seven separate albums called the "Joker Cards;" Carnival of Carnage (1992), The Ringmaster (1994), The Riddle Box (1995),The Great Milenko (1997), The Amazing Jekyll Brothers (1999), and The Wraith: Shangri-La (2002) and Hell's Pit (2004).

According to ICP's website, the duo was visited by what they call the "dark carnival," and were shown six "revelations," much like the Bible, as a prelude to the end of the world, where everyone in the world would either be assigned to go to heaven ("Shangri-La" in ICP speak), or to Hell's Pit. Each of the six revelations fell unto the world in the form of a "Joker's Card," each carrying a specific message to the people, calling them to change their evil ways before judgment would come and the "end consumes us all," as they put it.

At the end of the final Joker's Card, the overlying "hidden" message of the entire saga was made clear; the only way to avoid judgment and not go to Hell is to always follow God's teachings and make it to heaven. The duo dresses in black and white clown make-up, always to look like sinister smiles, to signify their acting as messengers of this news to the world.

The collective message behind ICP's music surely isn't anything new. In fact, there have been entire record stores, radio stations, and festivals devoted to artists preaching the same way of living and beliefs for decades; such music can be bought at Bible bookstores across the nation such as Christian Supply and heard on radio stations with names such as Spirit FM, The Fish, and Positive Life Radio.

But, while there is a parallel between ICP and other Christian artists, the former is not something one would be able to pick up in the same place as an album by P.O.D., a leather-bound Bible and the latest Veggie Tales movie. Instead of inspirational stories of finding one's way to the lord or themes appropriate for Sunday morning worship, Insane Clown Posse's lyrics are quite brash, containing many instances of violence, graphic depictions of sex acts and killing, uses of profanity clocking in at double and even triple digits per disc (one of their songs, "Fuck the World," boasts the F-word 93 times, alone), and the utilization of dark humor. Some songs even tap into taboo topics such as "Cemetery Girl," which tells of someone with necrophilia.

The Bible teaches people not to judge their peers, and to love thy neighbors no matter what. In fact, that's even the message behind Carnival of Carnage, the first joker's card. It also cautions against being greedy and begins their campaign against bigotry and hatred, which they point out is ubiquitous in the world.

Ringmaster begins with a message to the listener; "Which is the real evil; the man who kills another for food, or the man who does not share his food to avoid the killing?" This turns out to be the prelude to the three main teachings to those, on a quest to Shangri-La; don't be greedy, don't be deceptive, and don't be full of hate and bigotry. It then continues the tale of the Dark Carnival..

Riddlebox tells the tale of a box we all shall stand before some time during our stay on Earth. We turn the crank on this box, painted with a faded question mark. And when the top of the box pops open, some of us shall see a vision of light, showing a glimpse into an afterlife in heaven. For the rest of us, we all shall see a vision of hell, fueled by a depiction of our demented souls harbored inside of them; that is, unless we see the error of our ways and repent. At this point, however, it is not too late to change our evil ways, as there are still three Joker's Cards, which are yet to be revealed.

The Great Milenko is the master of using magic without magic, according to the website. He brings about an extravagant show, only meant to be seen by those doomed to go to Hell upon the end of time. As goes the saga, the Milenko is fueled by one's own lust, temptation, and jealously, and feeds upon our greed in such songs as "Hellaluyah," about a greedy televangelist cheating his "followers" out of their money for his personal gain. The album then tells of how we all envision and live our lives working for something that is not rightfully ours, and that we pursue, regardless of the cost to others. However, it is we, in light of this, that are haunted by Milenko's magic, and by this that we shall pay the price.

The Amazing Jekyll Brothers are the duo, which tell the story of our unconscious balance between good and evil. Jake Jekyll is the keeper of the good and Jack Jekyll being the keeper of all of the evil of the world. Jake and Jack are jugglers; each ball, soaked in fresh blood, representing one sin committed in a mortal's life. The way to see this show is to give up your soul. Jack throws balls to Jake, looking to make him drop one, for if one of the balls should drop, the pit to hell opens up more and more. If the pit opens up enough, one mortal's fate is determined for all eternity.

And then came the end of the saga, The Wraith, or Death. This card, which spans two albums, tells of the judgment coming, based on whether or not people on earth repented their sins and followed the ways of the Lord, or continued on with their evil ways they were warned against. Those who did repent will go to Shangri-La, and those who didn't end up going to Hell's Pit.

IV: Media Spin? Woop Woop: Methodology

To any Juggalo, the concepts behind every album and the universal messages are crystal clear.

On the other hand, to so many others, all they hear are lyrics promoting sex, violence, and killing people; one song entitled "I Stab People," telling the tale of someone who has a problem with compulsively stabbing people to death ("four, five people, everyday").

Ask any Juggalo, and they will tell you that they are known for being peaceful, good people, who are brought together by the common glue of music, a unique style of dress, and a collective favorite soda pop, Faygo, which comes in various flavors. Nathan Extra, Public Relations for Psychopathic Records, defends ICP's inclusion of violence in their songs by saying, "[ICP] use their insane clown personas to reflect on the insane world around them, and this world is indeed filled with violence. Their music is an expression of their experiences and ideas, and a reaction to violent emotions, not an endorsement of violence itself" (June 1, 2005, insaneclownposse.com).

Sadly, if this is true, not every Juggalo puts these teachings into practice. In the summer of 2006, a group of Juggaloes were arrested in Lakewood, Washington, for assaulting visitors in a park, stealing several personal belongings, and even threatening beheadings.

In February of 2006, another group of Juggaloes, were arrested in Sacramento, California for a string of arson fires.

Most notoriously, was one incident in New Bedford, Massachusetts. In February 2006, a young man named Jacob Robida walked into a gay bar, armed with a gun and a hatchet, and attacked patrons. He, a Juggalo and a Neo-Nazi, was later killed by a police officer in Arkansas, only after killing his much older girlfriend and another police officer. In all three cases, amongst others, the media attention has been widespread.

But is this news coverage done objectively? Is it just the suspects which are painted as villains, or is it all of the Juggaloes, and the Insane Clown Posse themselves seen as collective thorns in the side of society? Which sides of the controversies, if any, get the lion's share of the media's attention? How has or can it shape mainstream society's perceptions of the group? That is what this investigation was set up to do.

For this study, I analyzed nine news samples, culled from websites for broadcast news shows, news broadcasts from television, and some were posted by fans unaltered on the You Tube website. I originally found many more to be analyzed. However, after a more careful consideration, the pieces were restricted to hard news stories. Human interest pieces, opinion sections, columns, and letters to the editor were omitted.

With each sample I analyzed, I looked to answer two or three major questions if possible. First, what is the major story being told? Second, is the story being spun in any way? Third, with the story worded how it is, is there any possible way that society's perception of Juggaloes or ICP could be distorted? There won't be any lies put forth. However, such an investigation definitely does concern media spin and the fate of America, especially when speaking of our treatment of minorities.

Hall of Illusions: The Results/Analysis

Sample number one came from the News 10 website in Sacramento, California. The article tells of how four teenagers were arrested for a long string of arson fires, or "rampage," as the story puts it; using such accelerators as paint thinner and acetone. The teenagers were also said to have been under the influence of drugs and/or alcohol. The arson investigator of the Sacramento Metro Fire Department mentioned that the teenagers were runaways and transients. The next paragraph mentions the group of suspects claimed to be Juggaloes. The reporter mentions then that "some Juggaloes can be identified by tattoos, including one of a character running with a hatchet, clown makeup, and distinctive clothes. There is also ICP graffiti and hand signs." The reporter mentions that investigators look to validate the suspects as gang members, despite the fans of the group not currently being classified as a gang. One person quoted an undercover detective in Sacramento, saying, "It's just a matter of time." The story finishes with the statement, "many juggaloes claim to be non-violent. However, self-proclaimed members of the group have been linked to cases of robbery, murder, and arson in several states."

The article seems to be written for those who are not in the know, or know very little, about ICP or the Juggaloes. Absolutely nothing is said in this article, besides the fact Juggaloes are a group brought together by ICP and Psychopathic records to inform of who the group is. The piece is written in a way to imply that Juggaloism is synonymous with violence, arsons, murders, drugs and alcohol, and is made up of nothing but society's bad apples. Monika Diaz, the author, links Juggaloes to all of these horrible things, even labeling the group as a gang who commit crimes for fun. However, no Juggaloes are interviewed in the article, though the author does mention some Juggaloes "claim"to be non-violent. However, she counters it with the fact that the group has been pigeon-holed for horrible things across the country.

Only one side of the story is presented in this sample. Being this is a news article, despite the lack of objectivity; it is intended for consumption by majorities who only read the news. Therefore, since only one sided is presented, I can safely say that sample number one is loaded with spin.

Sample two comes from Gazette in Colorado Springs, Colorado. It tells of how clothing associated with Insane Clown Posse is banned from the area's largest school district, in light of the group being linked to violence at three area schools. Despite debate from fans of the group, it was done because of a few incidents, including an assault against a female student refusing to wear ICP clothing and makeup. Some students were reported spray-painting ICP graffiti on school grounds. The article also cites several incidents where students were suspended, or instructed to remove clothing violating the ban. Only two short quotes were given from fans of the group, though a large mention was made of threats against the school in light of the ban, and the fact that "police have been tracking incidents involving Juggaloes and Juggalettes for the past few months."

Again, only one side of the issue is presented, overwhelmingly explaining reasons for the ban, seasoned with stories involving trouble Juggaloes and Juggalettes get into. Virtually no voice is given to the other side of the issue; in this case, those against the ban or at least fans of the group. Juggaloes, in this article, are painted as violent, militant and a gang always up to no good. No one on the other side is given a voice. This one is full of spin, only presenting one side of the issue.

Sample three is from The Seattle Time by staff reporter Jennifer Sullivan. The story tells of how several individuals, claiming to be Juggaloes, assaulted park goers in Lakewood, Washington, wearing "angry clown" makeup and armed with knives. In all, 23 people were injured, robbed, and threatened with decapitation. One of the investigators interviewed mentions one of the arrested parties said that violence is rising amongst the Juggaloes. The article then goes on to mention that a Juggalo website says that the Juggalo subculture preaches racial tolerance and a belief in religion. The sample concludes stating other people claiming to be Juggaloes have been charged in violent crimes, and many Juggaloes meet in the park after hours to consume alcohol and marijuana.

Right from the get-go, this article is loaded with spin. In fact, the title of the article is "Pierce County park visitors assaulted by gang of thugs;" immediately labeling the subculture with extremely negative connotations. Also within the piece, the language of the article paints all Juggaloes, as a whole, as delinquent, crime-committing, drug-using, menaces to society. The article states that Juggaloes in Pierce County assemble under names like "Hatchet Riders," "Juggalo Empire," and "Northwest Juggalo Posse," implies that Juggaloes are some kind of street gang, with no language suggesting otherwise. This article, also meant for mass consumption by readers of the Seattle Times, is full of spin.

The fourth sample was one of several found covering the Jacob Robida incident. In a nutshell, the story tells of how Robida referenced the Insane Clown Posse on his Myspace profile. However, it tells of how his friends say the music is not to blame. Other friends of his spoke up, telling that while Robida was "prejudiced against everybody," the Juggaloes are not cult members, and are not prejudiced. One friend mentions the Juggaloes are just a group of people who love the music, comparing themselves to fans of the Grateful Dead, or "dead heads."

This was the first story I read during which is truly objective during my investigation, giving an unfiltered and non-slanted voice to both sides of the issue. Some may say Robida was a racist or prejudiced against everybody. However, in reading this article, even an uneducated or uninformed reader would get the idea that the Juggaloes are not a cult and that they do not promote hate. This news story contains no spin.

Sample number five is another piece written in regards to the Robida incident. This time, the piece tells of Robida's life with friends and, once again, as a fan of the Insane Clown Posse. Robida's friends were given an avenue to speak, saying that ICP's violent lyrics often give those outside of the Juggalo "family" the wrong impression. One of his friends also mentions that Juggaloes are like outcasts. The article also mentions Robida would play video games and smoke marijuana with friends. Police found several pieces of Nazi regalia in Robida's bedroom, including hateful writings on the wall. Some friends denied that this was consistent with Robida's character.

Friends mentioned in the piece that while Robida collected Nazi regalia, it wasn't actually like him to do so. However, while this is true, nothing is said to deny any links between two of Robida's affiliations; the Juggaloes and the Nazis. An uninformed person could easily piece together the two, getting the idea they are synonymous or that ICP teaches Nazi ideals to their rabid fan base. For this reason, I will say that this piece contains major spin.

Sample number six comes from KHQ (NBC) News in Spokane, Washington a year ago. A reporter, standing outside the Big Easy Concert House, located in the downtown district, tells how the night before, police surrounded the building as a group of Insane Clown Posse fans exited. Police were making sure no fights broke out, and monitoring for suspected gang activity. It was then mentioned that nothing major happened, except some fans screaming obscenities at officers.

There was no clarification of exactly why Spokane's gang task force was there, nor interviews with concert goers defending the event as good fun or just like any other concert. Potential misunderstandings by uninformed parties and somewhat one-sided reporting are why this story contained spin against ICP and Juggaloes.

In sample number seven, Charlotte Action 10 News broadcasted a previous story about how Juggaloes were accused of being a street gang. In the following story, the microphone was turned not only to the group themselves, denouncing any association with any gang, but also members of local law enforcement. The latter shone light on some "self-proclaimed" Juggaloes who went on to commit violent acts and really were gang members, including one wearing a gang-colored bandana and an ICP "hatchet man" logo tattooed on his chest. According to the Juggaloes interviewed, they are just loyal music fans. The story, however, finishes with the mention of "self-proclaimed" Juggaloes committing three machete attacks last year.

The coverage of both sides of this story is balanced. One side is referenced from a previous story, but the other side is given not only a voice, but is heard loud and clear. The verdict: this story is spin free.

Next was a similar feature piece produced for a news broadcast in Las Vegas, Nevada. The piece was produced to educate the majority on this group, with membership ranging around 1500 Juggaloes in Las Vegas alone. The newscaster, begins with a message to parents; "if your teenagers ever come home painted as clowns, they may be associated with a group that calls itself Juggaloes." The entire story features testimonies from Las Vegas Juggaloes, telling of why they became Juggaloes; didn't want to fit in with normal society, they can be themselves, etc. Footage is shown of kids painting faces and gathering at Juggalo functions. Mention is made of lyrics being mostly about things like assault and murder, though how fans insist of a religious message beneath the surface. The story concludes with the notice that the metro gang unit is aware of the group, though criminal activity with Juggaloes was minimal.

The story was very well executed by looking to present both sides; what "normal society" sees in Juggaloes, and what the Juggaloes themselves say they stand for. Both sides are presented nicely. Every negative point against ICP and their fans is countered with the flipside, maintaining a balance of facts, and eliminating any possibility of spin. Despite the final statement that criminal activity is on the rise in other cities, the story was presented to the general public objectively.

Last is a story brought up from a News 2 broadcast in Detroit, Michigan. A local woman helped organize a wrestling match for charity, along with the Insane Clown Posse, to raise money to help a good friend, a mother of four, beat cancer. Doctors only gave the woman one year to live, though with the help of such events, the announcer said the family plans on fighting for the fourth time. Violent J mentions that he and his partner, Shaggy 2 Dope, had done a lot of things for charity though had been widely overlooked. He also mentioned that they didn't want attention by doing charity events.

In such a news story, there was little to no room for injecting spin. Everything was said objectively; who the wrestling event was for and who was the main attraction, including the fact that ICP doing such things were widely overlooked. The verdict: No spin in this news piece.

All in all, the overall language and coverage of the stories at hand are balanced between being spin free and actually containing some. On the other hand, six of the nine articles analyzed are written presenting a negative portrayal of not only the perpetrators, but also Insane Clown Posse and their fan base as a whole. Two of them are presented as to educate the general mainstream public about a culture that many of them are either largely unaware of or have a preconceived negative notion of against as a whole, based on previous things they have heard about the group. In cases such as these, a person's perceptions of such groups are, quite possibly, already set. Therefore, when a story like one of these breaks, it serves as further proof to justify how they view something they're not familiar with.

The ninth of the articles analyzed is the only one shining a positive light on the Insane Clown Posse and their fans. Group member Violent J is even quoted as pointing out, "from the beginning of our careers ten years ago, we've always done charity things but it's always been overlooked." Fans even sounded off below the video on the You Tube website, saying things such as, "yeah, you hear that, so fuck y'all haters!" Such statements express disdain and help to prove that their heroes, The Insane Clown Posse, and their demographic have long been demonized by the mainstream media, much like they before becoming a Juggalo.

This One's For the People: Responses to the Articles and Conclusions

On February 7, 2006, Insane Clown Posse posted a letter on their website, in response to the Jacob Robida incident in New Bedford, Massachusetts. The group countered accusations from the media with statements such as, "[Robida] had problems. Anyone going into a bar swinging an axe and shooting a gun would have to realize that they would get caught and/or killed, and that this would be the last action for the rest of their lives, and would clearly have to be out of their mind to do this." The letter compares such acts to someone nailing a person to a cross, fueled by obsession with Passion of the Christ or sacrificing a cat out of obsession with Chronicles of Narnia. Then, the group counter with, "I just love how the media always looks for someone else to blame, never wanting to place blame where blame is due-on the perpetrators of the crime." The group then finishes with, in regards to speculation of Robida was going down to Arkansas to touch bases with a chapter of the Ku Klux Klan, "If anyone knows anything at all about ICP, then you know that they have never, ever been down or will be down with any racist or bigotry bullshit."

This letter was reposted on the SouthCoastToday.com website, in its entirety, two days later. However, the piece didn't seem to be meant to be consumed by the masses of the publication's readers; it was found way down the list of search results when I typed "Insane Clown Posse" in the search box. This means that if anyone read ICP's response to such accusations, they had gone to ICP's website and were fans themselves.

Following the arson incidents in Sacramento, Monika Diaz, the same reporter who broke the initial story on the incident on the news channel and on the website, posted a follow-up story giving Juggaloes the opportunity to speak out against such allegations. Quotes are included from several Juggaloes, clearing ICP of the charge of promoting violence and their group of practicing it. When printed out, the entire posting spans nine pages; eight of which are postings from readers and other fellow Juggaloes, attempting to defend their group. On the other hand, while the original story broke on a mainstream television news show, this article was only written for the web. This means that if a person only gets their news from television broadcasts and/or do not have access to the internet they are not hearing both sides of the issue.

In response to the incident in Lakewood, Washington, Seattle Times reporter Florangela Davila penned a human interest piece after spending a day hanging out in Puyallup at the home of a group of devout Juggaloes. Within the feature, the incidents in Fort Steliacoom park are mentioned as is the Jacob Robida rampage. However, subjects interviewed denounce such incidents saying, "I really hate to say it, but if that's the path [those people] have chosen to take, I hope they get what they deserve." Kris Tarnow, one of the interviewed, even goes on to state that such actions are not what the whole Juggalo culture stands for and even mentioned that he and his group planned to volunteer to clean up Fort Steliacoom Park as a measure of "good faith." The article concludes with Tarnow telling of being a Juggalo including the fact that he was quite the loner before becoming a part of the group.

And in response to the Jacob Robida incident, Elycia Pittsley wrote a letter to the editor in response to the accusations against her culture. The article, posted on the South Coast Today website just days after the story broke, points out what she sees to be fallacies in the coverage of Robida's affiliation with both Juggaloism and with the neo-Nazis. Pittsley points out that Robida's Myspace alias was "Jake Jekyll," which was said to be an ICP reference by South Coast Today. However, she refutes this with the fact that Jake Jekyll is a reference to an alter ego representing peace, love and kindness, not the horrible acts that Robida committed. She concludes with a stern point and example to highlight that Juggaloism doesn't promote violence nor racism and hate. On the other hand, not one of the articles in my sample expresses any such point.

Out of the nine news samples analyzed, four were found to be presented objectively, while five were found to contain some degree of negative spin. I conclude that for a group known for courting controversy everywhere and being lambasted time and again by the mainstream, this is quite surprising, yet is a good thing.

The media has long been a foe to devout Juggaloes. This is due to treatment similar in the five stories containing negative spin against them. And frankly, why would they not; all five hard news pieces found to contain spin told of so-called Juggaloes committing horrible crimes with no remorse and lumping the rest of group in with them. Certainly, pigeonholing does not establish trust between two such parties. In the one piece meant to shine a positive light on the group and their fans, Violent J emphasized the good things they do were often overlooked.

In regards to controversial music groups such as the Insane Clown Posse and their fans, the ratio of objective reporting to spin-laden exposure seems pretty even, as per my investigation. This says a lot, especially with media coverage of the past and their treatment of other acts such as Marilyn Manson, Eminem, Kiss and Alice Cooper. In providing pure information to the masses, news media seems to be doing a lot better in presenting both sides. However, the plague is still there in breaking news of violence, or heinous acts involving fans of such groups, and lack of coverage on both sides of the issue. It, quite possibly, may never happen, but if the news media were to take the cue and reduce or eliminate such spin from their broadcasts and news stories, we definitely could see a more educated, informed, open-minded, or even more tolerant society. Surely, the fate of America is ultimately in their hands.

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