Non-Obvious 2018 Edition. Rohit Bhargava
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Название: Non-Obvious 2018 Edition
Автор: Rohit Bhargava
Издательство: Ingram
Жанр: Маркетинг, PR, реклама
Серия: Non-Obvious Trends Series
isbn: 9781940858524
isbn:
At Global Fact, participants celebrated the international growth of fact-checking as a discipline. The participating organizations were impressive and spanned the globe. Faktisk, for example, is an independent group founded by journalists from four competing Norwegian media organizations. La Silla Vacía is a Colombian news site that uses the messaging app WhatsApp to distribute fact-checked media and track false content or stories. Julien Pain, the editor-in-chief of France 24’s program Observateurs, started an online live streaming program called Instant Détox to talk to people about media, misinformation, and rumors on the street. The goal is to debunk them in real time and to provide unbiased, transparent corrections.
This global quest for truth through fact-checking and on-demand transparency is also attracting some wealthy sponsors. Philanthropic investment firm the Omidyar Network announced that it would donate $100 million to support investigative journalism, fight misinformation, and take on hate speech. In one of his first projects since leaving Microsoft, former CEO Steve Ballmer led the creation of USAFacts.org, a comprehensive database of facts that is designed to offer more transparency regarding how the US government spends its money.
All of these organizations are responding, in various ways, to the reality of a world in which people are forced to doubt everything they see on social and mainstream media, hear from companies, politicians, and are told by their own social connections. The defining question of media today has become who can you believe?
Considering this context, the average person looks around and decides that the only trustworthy person is themself. This makes things even worse. As more of us look inward for our own definitions of the truth, the result is a trend we call Truthing, when the personal quest for facts leads each of us (for better and worse) to rely on direct observation, personal experience, face-to-face-interactions, and the opinions of those who look, talk, and think like we do.
Reengineered Media Diets and the Rise of Curators
Some of these seemingly trustworthy opinions come from intellectually superior cable news hosts who specialize in delivering a steady stream of sound bites taken severed from their context, and outrage-inducing monologues (see Chapter 10 on Manipulated Outrage). In response, people are turning to more approachable curators of news to help explain the world in a more human voice—like a slightly opinionated but non-judgmental big sibling who is always in-the-know.
The continued popularity of curated daily email newsletter theSkimm is a perfect example of this. theSkimm essentially offers “all the news you need to start your day,” and founders, former TV news producers Danielle Weisberg and Carly Zakin, strike a conversational tone that invites trust from their readers, many of whom are female Millennials as well. This large audience feels comfortable relying on them for their news, and in a little over five years, their newsletter has attracted more than 5 million subscribers.
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