Twitter made a @twittermoments out of it, refining the message slightly but the nuance is likely to be lost on many, with the ultimate effect of pushing misinformation onto Twitter users' sidebars.pic.twitter.com/90o5PhLHtG
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Twitter made a @twittermoments out of it, refining the message slightly but the nuance is likely to be lost on many, with the ultimate effect of pushing misinformation onto Twitter users' sidebars.pic.twitter.com/90o5PhLHtG
Antivax social media accounts are having a field day with this unforced error.pic.twitter.com/mYQ35HGckR
Why are we seeing so many terrible headlines not only from the tabloids but from the "reputable" papers and wire services as well? Part of the problem is that the reporter who penned the article seldom writes the headline. It used to be an issue of layout; now it's about SEO.
So we've got people who don't necessarily understand the story or the context writing the headlines, and worse yet doing so in a way (sometimes with active A/B testing) to drive clicks. This in turn is a consequence of a major shift in the commercialization model for news.
Newspaper revenues used to be based on subscriptions directly, or on ad prices scaled to circulation. Under that model, the headlines in a paper were not competing directly with one another. They sought to inform, not draw a click.
This all changed with the shift to a click based advertising model. Now stories from alternative venues compete head-to-head for your attention. Midterm election analysis? Who cares! Someone got a bigger butt, and here are 17 cats who are so beautiful they could be supermodels…pic.twitter.com/iFW1ZZ4geT
The unvarnished truth is no longer enough.
If people would actually read the stories and think about them, this profusion of clickbait headlines might not be so terrible. But that's the rub. Our torrential information environment has conditioned us to get our news in 280-character soundbites.
Order of magnitude, only 10% of people who see a headline on social media actually click on the story. When we log off and get to back to work or head off to sleep, we take with us a picture of what happening in the world that is mostly a collage of the headlines we've seen.
And those headlines are increasingly misinformative. It's one thing to be undercut by targeted disinformation. When our trusted media institutions become part of the problem, we're in far more trouble.
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