[Script Info]
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[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.02,0:00:04.01,Default,,0000,0000,0000,,So you're cruising around the Internet and\Nyou see a link to an article from some trusted
Dialogue: 0,0:00:04.01,0:00:08.06,Default,,0000,0000,0000,,news source and it's got a really intriguing\Ntitle, so you read it. And later you find
Dialogue: 0,0:00:08.06,0:00:14.05,Default,,0000,0000,0000,,out that that whole article was mostly false.\NWhat you thought was news was really just
Dialogue: 0,0:00:14.05,0:00:21.01,Default,,0000,0000,0000,,gossip or conjecture. So we've got Ryan Holiday\Nhere. He's a media manipulator and he explains
Dialogue: 0,0:00:21.01,0:00:21.09,Default,,0000,0000,0000,,how this happens.
Dialogue: 0,0:00:21.09,0:00:26.45,Default,,0000,0000,0000,,So, so what I quickly discovered was that\Nthe media was this sort of hierarchy or chain.
Dialogue: 0,0:00:26.45,0:00:32.00,Default,,0000,0000,0000,,At the bottom you have small blogs who have\Nsmall readerships but correspondingly low
Dialogue: 0,0:00:32.00,0:00:37.61,Default,,0000,0000,0000,,threshold for what they will and will not\Npublish. Say this blog publishes a rumor then
Dialogue: 0,0:00:37.61,0:00:42.04,Default,,0000,0000,0000,,Business Insider or The Huffington Post or\NPerez Hilton writes about. And now, because
Dialogue: 0,0:00:42.04,0:00:46.00,Default,,0000,0000,0000,,of the stature of those sites, it becomes\Nsomething that people are talking about on
Dialogue: 0,0:00:46.00,0:00:49.72,Default,,0000,0000,0000,,Twitter, on Facebook, on email, they're chattering\Nabout it.
Dialogue: 0,0:00:49.72,0:00:55.05,Default,,0000,0000,0000,,And what happens is producers for CNN, producers\Nfor a right wing talk radio, journalists for
Dialogue: 0,0:00:55.05,0:00:59.21,Default,,0000,0000,0000,,The New York Times -- where do they find out\Nthe news? They're not out pounding the pavement
Dialogue: 0,0:00:59.21,0:01:04.02,Default,,0000,0000,0000,,like it's 100 years ago. No, they're reading\Nwhat people are chattering about online.
Dialogue: 0,0:01:04.02,0:01:09.06,Default,,0000,0000,0000,,And that cycle is hijacked by people like\Nme who say, "Okay, if this blog here has the
Dialogue: 0,0:01:09.06,0:01:15.04,Default,,0000,0000,0000,,power to accidently start a media firestorm\Nby what it publishes, I'm going to get them
Dialogue: 0,0:01:15.04,0:01:17.58,Default,,0000,0000,0000,,to publish something that benefits me."
Dialogue: 0,0:01:17.58,0:01:23.04,Default,,0000,0000,0000,,I, I've sent them fake anonymous emails and\Nwatched as that turned into front page stories.
Dialogue: 0,0:01:23.04,0:01:27.90,Default,,0000,0000,0000,,The public isn't aware that this is how their\Nnews is being made, but on both sides of the
Dialogue: 0,0:01:27.90,0:01:34.02,Default,,0000,0000,0000,,divide -- on the marketing side and on the\Nnews side -- neither is particularly concerned
Dialogue: 0,0:01:34.02,0:01:39.16,Default,,0000,0000,0000,,with quality. They're concerned with what\Nwill get attention.
Dialogue: 0,0:01:39.16,0:01:43.08,Default,,0000,0000,0000,,And that's because of how blog sites and news\Nsites make money. First, they get a lot of
Dialogue: 0,0:01:43.08,0:01:48.44,Default,,0000,0000,0000,,viewers to their pages. And then they sell\Nthat view count to advertisers. So to get
Dialogue: 0,0:01:48.44,0:01:50.04,Default,,0000,0000,0000,,more views you do stuff like...
Dialogue: 0,0:01:50.04,0:01:55.98,Default,,0000,0000,0000,,Asking rhetorical untrue questions in a headline;\Ndoing your fact checking after you've published
Dialogue: 0,0:01:55.98,0:02:00.07,Default,,0000,0000,0000,,an article; gossiping; speculating; making\Nup a story from whole cloth.
Dialogue: 0,0:02:00.07,0:02:06.03,Default,,0000,0000,0000,,But what if I want good, accurate news. I\Nmean, shouldn't news sites want to give that
Dialogue: 0,0:02:06.03,0:02:06.08,Default,,0000,0000,0000,,to me?
Dialogue: 0,0:02:06.08,0:02:11.07,Default,,0000,0000,0000,,Yeah, look, uh, I think the rule of thumb\Nis if you're not paying for it they don't
Dialogue: 0,0:02:11.07,0:02:14.05,Default,,0000,0000,0000,,give a shit about you. They're loyal to their\Nadvertisers.
Dialogue: 0,0:02:14.05,9:59:59.99,Default,,0000,0000,0000,,If you aren't paying for it you aren't the\Ncustomer, you are really the product.