WARNING: The following contains spoilers for The Amazing Spider-Man #38 by Nick Spencer, Iban Coello, Brian Reber and VC's Caramagna, on sale now
Despite their ever-evolving relationship, J. Jonah Jameson has always been a thorn in Spider-Man's side. Even while trying to report on Spider-Man in a fair and humane way, he just can't keep himself from making things worse for the web-swinging superhero. This is especially the case in the latest issue of Amazing Spider-Man, where Jonah's attempt to use his new online media outlet to help the wall-crawler backfires.
THE TECH BUBBLE
Although the blowhard Daily Bugle chief was committed to the truth, J. Jonah Jameson also despised Spider-Man. He printed misleading headlines and stories about the hero, helping to complicate the public perception of Spider-Man. Things have been particularly complex for Spider-Man and Jonah recently, as Jonah has been actively trying to turn over a new leaf.
During a heated interview between the pair, Spider-Man revealed his secret identity to Jonah. Jameson immediately felt guilty for the massive amounts of trouble he'd laid at the young Peter's feet, and has been attempting to make amends by assisting him with his super-heroics however he can.
He's even been using his radio show to defend Spider-Man to the public, although that position has been driving Jonah up the wall. He's finally been convinced to move back to the internet full-time thanks to his former reporter, Norah Winters, who recruited him for her new website (which brings him closer in line with his current incarnation in the Marvel Cinematic Universe). Using his old "Threats and Menance" brand name, Jonah is set to become the face of a Marvel news company that almost seems like a parody of online media sites like Buzzfeed.
JUST MAKING THINGS WORSE
The sequences of Jonah at the website spend a lot of time pointing out the differences between his old-fashioned ideas of journalism and the modern era. The website is primarily manned by freelance writers, which means they aren't paid well or given benefits (which reminds Jonah of his time overseeing a young Peter Parker as a freelance photographer). The headlines crafted by these young reporters (such as easy tips on how to sell your soul to Mephisto or how to know if your significant other is secretly a Skrull) mirrors the tendency of real-life websites to go big with sensationalized headlines no matter what the story is. It's a trick many online media sites use to drive-up traffic and gain readers. It's also something Norah blames reporters like Jonah for, as he taught the current generation with his own habits.
Jonah even breaks his first story for the website in this style. Upon finding out that Spider-Man's apparent bank robbery was actually part of a mission with his sister, Teresa, and the remnants of S.H.I.E.L.D., Jameson uses the information to create a headline about how Spider-Man is innocent. The problem is that Jonah frames the story as "Spider-Man helped blow the lid on a S.H.I.E.L.D. coverup", drawing unwanted attention to an active investigation that Spider-Man is trying to assist in. It's like Jonah just can't help himself from making things harder for Spider-Man.
This could make Jonah even more dangerous, as his knowledge could come back to haunt Spider-Man in unexpected ways. He could even throw himself into danger again as he does in this issue, seeking out answers for questions he shouldn't even be asking and distracting Spider-Man in the heat of battle.
His knowledge of Peter's secret identity has already done some real damage, leading Norman Osborn to target him during the events of "Going Down Swinging." With an entirely new 24-hour online outlet at his disposal, Jonah may have found a way to become an even bigger nuisance to the hero than he ever was -- and all while trying to help.