After several high-profile stories were quashed by the upper management of Rolling Stone, he found it increasingly difficult to get his work into mainstream outlets. Thompson's output declined from the mid-1970s, as he struggled with the consequences of fame, and complained that he could no longer merely report on events, as he was too easily recognized. He covered Nixon's 1972 reelection campaign for Rolling Stone and later collected the stories in book form as Fear and Loathing: On the Campaign Trail '72. He became known for his dislike of Richard Nixon, who he claimed represented 'that dark, venal, and incurably violent side of the American character'. His campaign was chronicled in the documentary film Freak Power: The Ballot or the Bomb.

Thompson ran unsuccessfully for sheriff of Pitkin County, Colorado, in 1970 on the Freak Power ticket. It was adapted for film twice: loosely in Where the Buffalo Roam starring Bill Murray as Thompson in 1980, and explicitly in 1998 by director Terry Gilliam in the eponymous film starring Johnny Depp and Benicio del Toro. Thompson remains best known for Fear and Loathing in Las Vegas (1972), a book first serialized in Rolling Stone in which he grapples with the implications of what he considered the failure of the 1960s counterculture movement. It also set him on the path to establishing his own subgenre of New Journalism that he called 'Gonzo', a journalistic style in which the writer becomes a central figure and participant in the events of the narrative. In 1970, he wrote an unconventional magazine feature titled ' The Kentucky Derby Is Decadent and Depraved' for Scanlan's Monthly, which raised his profile and established his counterculture credibility. He rose to prominence with the publication of Hell's Angels (1967), a book for which he spent a year living and riding with the Hells Angels motorcycle club to write a first-hand account of their lives and experiences. Hunter Stockton Thompson (July 18, 1937 – February 20, 2005) was an American journalist and author who founded the gonzo journalism movement.

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