noun. Something apparently impressive or legitimate but actually untrue or insincere; nonsense.

noun. A stock technique for eliciting a desired response from an audience.

noun. Meaningless nonsense with an outward appearance of being impressive and legitimate.

noun. a message that seems to convey no meaning

"He fought a long battle against what he called hokum, ideas with no basis, which gain spurious credibility by repetition (in the way that so many celebrities are celebrities for no other reason than that they are regarded as such by the media and society pop pundits)."

content  message  subject-matter  substance  

Falla  absurdity  absurdness  amphigory  balderdash  

cleartext  corn-meal  cronyism  expressionism  freebie  

acting  balls  baloney  bilge  blague