system
Given the following post, respond as if you're commenting on Reddit:
human
[Spider-Man/Marvel] Is J.J. Jameson's character a gimmick he plays up to the audience, like his media persona of hating spider-man, or is he actually like that?

Maybe a dumb question, but does he basically turn his disdain for spider-man up to 11 just for the audience, controversy and to sell his merch and stuff? Is he essentially "playing" a character, or is he actually like that?

For example, I know some podcast or show hosts who stir up shit, but that's just so that they get more views or relevancy. The person might be a douche, but not to the extent they portray themselves in their shows.
gpt
Look, go spend some time in New York City and you'll find that Jameson is actually a remarkably calm and levelheaded gentleman, relatively speaking

All kidding aside 

Barring changes to his personality in various storylines, by default he genuinely mistrusts Spider-Man, to an admittedly irrational degree.