A common refrain whenever a public figure spouts pro-Russian rhetoric is, "They must be compromised," or "They’re on the Kremlin’s payroll." While direct payments from Russian agents do happen, the reality is far more nuanced. To understand why certain media personalities and celebrities say things advantageous to our adversaries, we need to examine the human factors that drive their behavior.
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I come from a cyber intelligence (CYBINT) background, not human intelligence (HUMINT). In my world, people’s online actions reveal truths they would never admit to a spouse or a priest. Your browser history never lies. However, the concepts I am about to discuss come more from the HUMINT playbook, and they explain why people align with foreign narratives.
The MICE Framework
Intelligence agencies often use an acronym—MICE—to describe why people betray their own country’s interests. MICE stands for:
Money
Ideology
Compromise
Ego
Former CIA officer Andrew Bustamante swaps "Money" for "Reward" in his version of this model (RICE), acknowledging that the motivating factor could be anything from financial gain to illicit desires only a handler can fulfill. But for our purposes, MICE works well, especially for content creators and public figures who operate on digital platforms where money is a motivator.
Money: The Primary Motivator
For many influencers, content creation is a business, and businesses need revenue. Producing high-quality media, hiring editors, and traveling for shoots costs money. Speaking from experience, my agent presents me with about four new advertising opportunities per month. And I reject most of them because they aren’t products I would use.
However, money can be a corrupting force. Take Tenet Media, which was allegedly funded by Russian agents to produce pro-Russian and anti-Ukraine content. Whether the on-air personalities were aware of their paymasters is unclear, but money often blinds people to ethical considerations.
Ideology: True Believers and Useful Idiots
Some people genuinely believe the narratives they push. They see themselves as warriors for a cause. The best example of an ideological asset is Ana Montes, a former Defense Intelligence Agency analyst who spied for Cuba for 17 years. Her recruitment stemmed from her college sympathies toward Latin American rebels, not financial greed.
The downside to ideological recruits is that they are unpredictable. Unlike mercenary spies who work for money, true believers can go rogue or change their minds as life circumstances evolve.
Compromise: The Jeffrey Epstein Model
Compromise, or coercion, is another recruitment tool. People with skeletons in their closets—sexual indiscretions, financial crimes, or social embarrassments—can be blackmailed into compliance. The challenge with coercion is that it is conditional. Once the individual finds a way out, their loyalty evaporates.
There has been speculation that Jeffrey Epstein ran a kompromat operation, trapping influential figures in compromising situations and then leveraging that material for influence. While we do not have concrete proof, the structure of his social network suggests at least some quid pro quo dealings. This is a common intelligence tactic: do a favor for someone, and then subtly pressure them to reciprocate.
Ego: The Most Dangerous Motivator
Ego is perhaps the most insidious factor because it exploits fundamental human insecurities. I have appeared on numerous TV shows and podcasts, and every time I get that call, it feels incredible. Someone thinks my perspective is valuable and that dopamine hit is addictive.
For a performer, losing relevance can be devastating. Tucker Carlson once had the highest-rated show on Fox News, pulling in 3.7 million viewers. When he was fired, how could he possibly maintain that level of influence?
Being a public intellectual, journalist, or media personality means craving attention. People who spent years commanding respect—like retired Colonel Douglas Macgregor—suddenly find themselves out of the military, struggling to get a plumber to return their calls. When RT (Russia Today) offers them a platform, they take it, not necessarily out of allegiance to Russia, but out of a desire to feel important again.
Manufactured Contrarianism
Controversy gets views. The fastest way to regain an audience is to become a contrarian. Joe Rogan will not invite a guest who blandly states, "The military-industrial complex does not exist." But a person claiming, "The military-industrial complex is the reason Russia invaded Ukraine" will get millions of views.
People do not have to believe what they are saying; they just need to say something provocative enough to be invited back.
The Intersection of MICE Factors
These motivators are not mutually exclusive. A person can be both ideologically motivated and financially incentivized.Robert Hanssen, the FBI agent who spied for Russia, had a mix of motivations: money and ego.
So when you see someone pushing pro-Russian narratives on a podcast, consider the motivations behind their words. They might not actually believe what they are saying. They just need another hit of validation, another invite, another viral clip.
