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Zusammenfassung von Trust Me, I’m Lying

Name: Trust Me, I’m Lying
Rating: 4 (109 reviews)
Author: Ryan Holiday

Ryan Holiday

Confessions of a Media Manipulator

4 (109 Bewertungen)

15 Min.

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Blogs get content from other blogs, meaning that even trivial stories can get passed along to respected news sites.

In today’s internet-dominated society, most people get their news online. These online news sources, or blogs, are the newspaper of the twenty-first century.

And just like newspapers, blogs are always looking for fresh stories. These days, that means they watch what spreads across social-media sites like Twitter and what is written on smaller blogs.

If a story generates enough buzz across these media, chances are it will be picked up by mid-level blogs, which bring it to an even wider audience. And if the buzz continues from there, the story may make its way to major news outlets like the New York Times or CNN, as they also keep an eye on blogs for promising stories.

A perfect example of this is when American football quarterback Kurt Warner jokingly suggested that a quarterback from a rival team, Brett Favre, join the reality TV show Dancing With The Stars.

The humorous, yet erroneous, story debuted on a small entertainment blog with the title “Brett Favre is Kurt Warner’s Pick for DWTS: ‘Controversy is good for ratings’.” But then the story was picked up by a CNN-affiliate which ran it with the headline: “Brett Favre’s Next Step?”

When it finally reached national news publication USA Today, the joke had transformed into a fully fledged rumor: “Brett Favre joining ‘DWTS’ Season 12 Cast?”

The stories aren’t always this petty, though. Smaller blogs and social media have broken major stories as well.

Surprisingly, the death of Osama Bin Laden was first reported by a user on Twitter. This was before major news outlets, blogs or even President Obama confirmed its factuality.

Regardless, both examples show one thing: all blogs are interdependent, so it’s no surprise that even trivial stories can become national headlines.

Bloggers want to make money: primarily through advertising, but most also dream of selling their blog for a fortune.

All blogs, big or small, are businesses. And like all businesses, a blog’s main goal is to make money. They primarily do this by selling advertising space.

Each blog sells advertising space in different ways, but one common way is “per impression” pricing – a fee the advertiser pays a blog for each time someone opens a blog page with their ad on it.

Blogs rely on iterative journalism: publish first, fact-check and revise later.

You may have noticed that most blogs produce multiple posts a day. This is because the more content there is, the longer the reader usually browses, which in turn generates more ad impressions and more revenue for the blog.

Additionally, while traditional news media are restricted by time or size limitations – like newspaper word counts or one-hour-long TV news programs – there is no limit to how much content a blog can publish.

Blogs need readers, which means they’ll publish any garbage that turns heads.

Just as any business needs customers, blogs need web traffic: people to browse and read their content. In fact, they need lots of it, since the advertising fees they charge are directly related to the traffic they get.

Clearly, blogs want to get as many visitors as possible. To do that, they rely on a variety of methods to snag people’s attention.

Blogs deliberately bait us with content that generates an emotional response.

Have you ever read a story online that made you angry? This was probably not a coincidence. Blogs often try to pique our emotions to get us more involved.

For example, they know that when we see a story about an injustice, like a child getting kidnapped, we get angry. That anger then spurs us to interact with the story, either by sharing it with others or by posting our thoughts in its comments section. This then creates buzz around the story, generating more ad revenues for the blog.

Because blogs constantly correct and update their content, we rarely see news in its most accurate form.

One time or another, you’ve probably encountered an article on a blog with the words “UPDATE” or “CORRECTION” in its title. As you can probably guess, this means the article you’re reading has been changed from its original version.

This change was most likely made because the blogger who first published the story got something wrong or presented the story while it was still developing.

From igniting international protests to boosting political campaigns, blogs have proven they can shape society.

A news story can affect everything from stock market prices to presidential elections. It’s no surprise, then, that blogs wield enormous power in shaping society.

For a political example, look no further than Tim Pawlenty. Pawlenty was the governor of Minnesota when political blog Politico started speculating he would run for president – even before he’d expressed any intention to do so.

In the twenty-first century, blogs have become a stage for public witch hunts.

History has shown that we enjoy watching other people get publicly punished, humiliated or torn down. Just look at our ancestors’ love for witch trials, guillotine executions and gladiatorial battles.

These “degradation ceremonies,” as anthropologists call them, allow the public to single out and denounce one of its members – simply because we need a scapegoat to take our anger out on.

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Worum geht es in Trust Me, I’m Lying?

Trust Me, I’m Lying (2012) is an in-depth exposé of today’s news culture, which is primarily channeled through online media sites called blogs. By detailing his experiences with multimillion-dollar public relations campaigns, the author takes us behind the scenes of today’s most popular and influential blogs to paint an unsettling picture of why we shouldn’t believe everything that is labeled as news.

Bestes Zitat aus Trust Me, I’m Lying

Every decision a publisher makes is ruled by one dictum: traffic by any means.

—Ryan Holiday

Wer Trust Me, I’m Lying lesen sollte

Anyone interested in learning how blogs and other online news media work
Anyone who wants to know why we should question what we read online
Anyone looking to understand how blogs are affecting society

Über den Autor

Ryan Holiday is a media strategist best known for his campaigns with New York Times bestselling authors Tucker Max and Robert Greene. He currently works as Director of Marketing for the $550-million clothing company American Apparel, and runs the marketing company Brass Check Marketing.

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