Key take aways from Trust me I am lying

Every content creator within the publication ecosystem is under immense pressure to produce content under the tightest deadline.
- renumeration is based on number of articles per period time
- eye balls are converted to advertising revenue
- lots of copying happens
Media was once about protecting a new, on the web it is about building one
- well defined scope matters
- content that dives deep into its vertical matters
Headlines are the most important
Tools of the trade
- lavish pictures
- impostors, frauds and fake interviews
- support for the underdog causes
- anonymous sources
- prominent coverage of high society and events
- different age but same old tricks
On monetization
- Advertising is the main driver of revenue
- Subscription model focus on trusted source as opposed to advertising source
- RSS got killed because it went against the interest of Advertisers
On the online medium
- The demands of the medium forces the bloggers to act they way they are
- Tim Berners Lee stacked new content on the top and the rest of the internet thus follows
- Thus the need to constantly create new content

The most powerful predictor of virality is how much anger an article evokes.
The most powerful predictor of what spreads online is anger
- sensationalism
- extremism
- sex
- scandal
- hatred
Things must be negative but not too negative so as to incite action
Media needs to get you feeling negative so that you are more likely to share
Empty vessels are incline to snark so as to feel unjustifiably good about themselves

Chris Hedges
- is complicated and boring
- the masses are incapable and unwilling to handle its confusion
- In an age of images, entertainment and instant emotional gratification, no one seeks honesty and gratification
Cognitive biases
- we are bad at being sketical
  - availability biases
  - narrative fallacy
- we are worst at correcting our wrong beliefs
  - social proofing
  - consistency biases
First decide what you are intending to do with the information you collected