Book I. Feeding the monster : how blogs work. Blogs make the news ; How to turn nothing into something in three way-too-easy steps ; The blog con : how publishers make money online ; Tactic #1 : Bloggers are poor, help pay their bills ; Tactic #2 : Tell them what they want to hear ; Tactic #3 : Give them what spreads, not what's good ; Tactic #4 : Help them trick their readers ; Tactic #5 : Sell them something they can sell (exploit the one-off problem) ; Tactic #6 : Make it all about the headline ; Tactic #7 : Kill 'em with pageview kindness ; Tactic #8 : Use the technology against itself ; Tactic #9 : Just make stuff up (everyone else is doing it) -- Book II. The monster attacks : what blogs mean. Irin Carmon, The Daily show, and me : the perfect storm of how toxic blogging can be ; There are others : the manipulator hall of fame ; Cute but evil : online entertainment tactics that drug you and me ; The link economy : the leveraged illusion of sourcing ; Extortion via the web : facing the online shakedown ; The iterative hustle : online journalism's bogus philosophy ; The myth of corrections ; Cheering on our own deception ; The dark side of snark : when Internet humor attacks ; The 21st century degradation ceremony : blogs as machines of hatred and punishment ; Welcome to unreality ; How to read a blog : an update on account of all the lies ; Conclusion : So ... where to from here? -- Appendix A. [Case studies] : Infiltrating an exposing helpareporterout.com : a microcosm for everything wrong with online journalism ; Punking celebrity gossip : creating a fake twitter scandal ; The Tucker Mex Planned Parenthood clinic: a rejected $500,000 donation becomes a major media story -- Appendix B. [Articles] : How Greenpeace manipulated the media like a pro : analyzing the Shell Oil hoax ; Broken on purpose : why getting it wrong pays more than getting it right ; How a reformed media manipulator uses the web to generate sales ; How the pros PR for free.
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