Hunter Biden is becoming a populist internet guy. I have questions.

“I’m Hunter Biden. You’ve never actually heard from me,” posted the son of former President Joe Biden to X and Substack on May 19.

It was an unexpected proclamation from a long-controversial figure in Democratic politics, whose personal scandals, nepo baby tendencies and criminal conduct have long been the stuff of political culture wars and tabloid coverage — and even a factor in electoral outcomes. But Hunter Biden’s note marked the opening salvo of a deliberate bid to reinvent himself using the miraculous powers of the social Internet. 

And at the moment, it’s strangely kind of working.

Biden has been posting and replying to other people’s posts frequently, and getting a ton of engagement, thousands of reposts and vaguely positive media coverage for his commentary. He’s published posts on a variety of topics — sobriety (Biden has battled drug and alcohol addiction), his family, gratitude, his paintings, fundraisers for homeless people. Mostly it’s in writing, but sometimes he puts up videos with snippets of life philosophy in the style of Instagram influencers.

Part of the reason Biden is breaking through is he’s making blunt, self-deprecating humor a significant part of his online persona. For example, he once complained that a photoshopped image of him smoking a pipe featured what looked more like a meth pipe than a crack pipe, asking to be mocked more accurately. (Biden has openly discussed an addiction to crack cocaine.) He ended that post with the phrase, “Thank you for your attention to this matter” — a nod to Trump’s signature sign-off on many of his own social media posts. The joke seemed to be well-received by people across the political spectrum. 

A lot of Biden’s posting is unobjectionable and sometimes even wholesome — at least by the standards of online attention-seeking behavior. But there’s an aspect of his new identity that I find more troubling: his attempts at cross-partisan political populism. Regardless of what his intentions are, he’s exhibiting a naivete about noxious right-wing ideas.

A couple days after he began his pivot, Biden appeared on the podcast of the right-wing antisemitic conspiracy theorist extraordinaire Candace Owens. The decision to appear at all was shocking — Owens is at the very heart of some of the most backward and outlandish disinformation emanating out of the far-right online, including false claims that the moon landing was faked; that France’s first lady is a pedophile and lying about her gender; and that the FBI, the French Foreign Legion, the Israeli government and Turning Point USA staff could be among those involved in the death of right-wing activist Charlie Kirk last year. As my MS NOW colleague Anthony Fisher pointed out, during the interview Biden praised Owens “for asking questions” about Kirk’s death in an astonishing endorsement of Owens’ operation.

Last week, seemingly emboldened by attention he’s getting from the right for his new identity online, Biden wrote on X: 

Someone called me the MAGA whisperer and I’ll gladly take the title. Left, right, D or R we all want the same things. We’re being divided on purpose by the Epstein Elite Oligarch class because as long as we’re at each other’s throats, they get fat and rich off of our misery.

This appears to be a shallow riff on a common piece of political rhetoric on the left that people have more in common than they’re led to believe and that shared interests can unite the working class across race, gender and other social divisions. But notably, Biden’s spin on the idea seems to be that there’s no substantive difference between the left and the right. That kind of apolitical populism might sound appealing, but it’s not true.