Book cover of Trust Me, I’m Lying by Ryan Holiday

Ryan Holiday

Trust Me, I’m Lying

Reading time icon15 min readRating icon3.9 (11,606 ratings)

Blogs may be the gatekeepers of our modern news, but their stories, often unchecked and sensational, call into question what we believe and share online.

1. Blogs Depend on a Buzz Ecosystem

Stories on the internet grow and spread through a complex system of blog reposts and social media shares. Even the smallest posts can snowball into national headlines. This interconnected process fuels the way blogs operate.

The rise of platforms like Twitter and smaller blogs has created a world where even a trivial story can travel upward to more influential outlets. Blogs monitor each other and social platforms for stories that are gaining momentum, bringing these narratives to larger audiences. Sometimes, these stories grow so big that mainstream outlets like CNN or The New York Times pick them up.

For example, a joke made by football player Kurt Warner about a rival, Brett Favre, joining "Dancing With The Stars" started on an obscure entertainment blog. It morphed and gained traction, eventually reaching CNN and USA Today as a full-blown rumor. Similarly, the death of Osama Bin Laden was initially reported on Twitter before being confirmed by official sources or major outlets.

Examples

  • Warner's joke evolving into widespread speculation across major outlets
  • The first report of Bin Laden's death coming from Twitter
  • How blogs rely on social media and mid-level blogs to identify buzzworthy content

2. The Pursuit of Profit Drives Blog Content

Blogs are businesses first, prioritizing profit over truth. Most make their earnings through advertising, either by the number of page views or impressions they can generate. Traffic is their lifeline, and bloggers often prioritize content that hooks readers.

Successful blogs attract large audiences, making advertising spaces valuable. Large media companies, recognizing the profit potential, buy these blogs for fortunes. For example, AOL purchased Huffington Post for $315 million, capitalizing on its popularity. For bloggers, selling their site is the ultimate goal that can lead to early retirement and immense wealth.

Blogs like Ars Technica and Weblogs, Inc. have fetched multimillion-dollar deals, emphasizing the lucrative nature of the industry. Bloggers know that higher traffic means a larger payday if a company shows interest in buying them.

Examples

  • AOL’s $315 million acquisition of Huffington Post
  • Weblogs, Inc.’s $25 million sale to AOL
  • Ars Technica being sold to Condé Nast for $30 million

3. Accuracy Takes a Backseat in Iterative Journalism

The constant need for new posts has led blogs to adopt a troubling strategy: publish now, verify later. This iterative journalism means rushing articles out with little fact-checking in place, relying on updates or corrections to fix errors later.

Blogs produce frequent updates to maximize page views. With no space or time limits, they can constantly churn out articles. For instance, in 2008, false reports about Steve Jobs having a heart attack were published on a blog, spreading the misinformation until Apple had to deny it. When the facts emerged, the blogger simply reframed their story to dodge responsibility.

This process prioritizes speed and headlines over accuracy, putting unverified or false claims in front of a massive audience before any corrections are made.

Examples

  • A false report about Steve Jobs' health originating from iterative journalism
  • Constant updates to stories to maintain relevance
  • Blogs’ reliance on reader corrections to improve stories

4. Sensationalism Over Substance Rules the Day

Shocking headlines are the easiest way for blogs to generate clicks. Sensational or controversial titles draw readers in, often sacrificing well-researched or meaningful content.

Blogs manipulate headlines to invoke curiosity or grab attention. Jezebel, for instance, ran a poorly-researched piece accusing "The Daily Show" of gender discrimination. Despite pushback and denials from the show's employees, the controversy drew massive traffic and garnered hundreds of thousands of page views.

Artificial intelligence even assists in crafting catchy headlines. For example, companies like Demand Media use algorithms to identify trending topics and search terms, building content primarily around maximized visibility rather than real value.

Examples

  • Jezebel’s controversial article criticizing "The Daily Show"
  • Artificial algorithms identifying search-driven topics for Demand Media
  • Blogs using outrage-driven titles to rake in traffic

5. Emotion Sells Internet Stories

Stories that invoke a strong emotional reaction get the most traction online. Blogs tap into feelings like anger, fear, or excitement, compelling readers to engage and share their content.

Anger is particularly effective at driving interaction. Research from Wharton School observed that anger-inducing New York Times articles got significantly higher shares and clicks than positive or neutral ones. Fearful or exciting stories also perform well, such as terrorist warnings or new gadget announcements.

By contrast, sadness produces little engagement. Stories eliciting sadness turn audiences passive rather than engaged, showing why blogs focus on emotions like rage or joy that provoke action.

Examples

  • Wharton research on anger being the most viral emotion
  • Fear-based stories like terrorist attack warnings driving clicks
  • Excitement over releases like the new iPhone fueling engagement

6. Constant Corrections Confuse Audiences

Blogs often update stories, adding corrections or new developments. While this might initially seem helpful, it can lead to confusion for readers, as earlier inaccuracies remain influential in shaping beliefs.

Psychological studies suggest that repeat exposure cements misinformation, even when corrections are provided. A study at the University of Michigan found that people who saw both an article and its refutation were more likely to believe the original error due to how repetition strengthens memory.

Wikipedia articles, such as the Iraq War entry, highlight the challenge of constantly updating complex topics without ensuring full accuracy along the way.

Examples

  • Thousands of edits to Wikipedia articles reintroducing errors
  • Michigan study on corrections reinforcing incorrect beliefs
  • Blogs changing headlines without addressing earlier issues

7. Blogs Can Shape Society and Politics

From influencing elections to sparking international incidents, blogs wield tremendous social and political power. Though their audiences may be small, their influence reaches decision-makers at major media outlets.

Political speculation led to Minnesota Governor Tim Pawlenty entering the presidential race after blogs continuously wrote about him as a candidate. On an international level, Terry Jones's Quran-burning ceremony ignited global unrest and deaths after blogs amplified the story.

Blogs cater to a "media elite" audience, ensuring their narratives trickle into the mainstream and affect countless people indirectly.

Examples

  • Tim Pawlenty’s presidential campaign born out of blog speculation
  • Spread of Pastor Terry Jones’s story causing violent protests
  • Blogs influencing media giants like CNN or The New York Times

8. Public Shaming Thrives Online

Blogs often play into humanity’s longstanding fascination with public degradation. By engaging in modern “witch hunts,” they gather views and drive outrage toward a single target.

Julian Assange’s changing portrayal in blogs is a powerful example. Gawker shifted from playful headlines about his hair to vilifying him during his scandal, catering to the public’s anger to spike traffic.

These moments of public fury are exploited for profit, fueled by our shared interest in watching public downfalls.

Examples

  • Gawker demonizing Assange after an unproven sexual assault charge
  • Blogs embracing mob mentality for clicks
  • Public figures facing relentless blog scrutiny for minor offenses

9. Blogs Are Businesses, Not Truth-Tellers

At their core, blogs focus on financial survival. They prioritize catchy, viral content over fact-checked, thoughtful journalism because money hinges on generating more traffic and ad revenues.

Blogs are optimized to maximize clicks, often leaving values like truth and public service in the background. This business-first approach defines blogs’ role in today’s media ecosystem.

Examples

  • Bloggers creating controversies for page views
  • Fake or exaggerated stories making rounds for profit
  • Algorithms replacing thoughtful reporting in crafting content

Takeaways

  1. Always question the accuracy of blog articles, especially if they seem sensational or emotionally charged.
  2. Rely on multiple sources before believing or sharing news from blogs, as the content may be inaccurate or biased.
  3. Limit emotional reactions when consuming blog content, and avoid sharing stories before verifying their validity.

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