Hailed as "astonishing and disturbing" by the Financial Times and "essential reading" by TechCrunch at its original publication, former American Apparel marketing director Ryan Holiday’s first book sounded a prescient alarm about the dangers of fake news. It's all the more relevant today.
Trust Me, I’m Lying was the first book to blow the lid off the speed and force at which rumors travel online—and get "traded up" the media ecosystem until they become real headlines and generate real responses in the real world. The culprit? Marketers and professional media manipulators, encouraged by the toxic economics of the news business.
Whenever you see a malicious online rumor costs a company millions, politically motivated fake news driving elections, a product or celebrity zooming from total obscurity to viral sensation, or anonymously sourced articles becoming national conversation, someone is behind it. Often someone like Ryan Holiday.
As he explains, “I wrote this book to explain how media manipulators work, how to spot their fingerprints, how to fight them, and how (if you must) to emulate their tactics. Why am I giving away these secrets? Because I’m tired of a world where trolls hijack debates, marketers help write the news, opinion masquerades as fact, algorithms drive everything to extremes, and no one is accountable for any of it. I’m pulling back the curtain because it’s time the public understands how things really work. What you choose to do with this information is up to you.”
|Publisher:||Penguin Publishing Group|
|Product dimensions:||5.40(w) x 8.40(h) x 1.00(d)|
|Age Range:||18 Years|
About the Author
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Excerpted from "Trust Me, I'm Lying"
Copyright © 2013 Ryan Holiday.
Excerpted by permission of Penguin Publishing Group.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
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Table of Contents
Book 1 Feeding the Monster How Blogs Work
I Blogs Make the News 11
II How To Turn Nothing into Something in Three Way-Too-Easy Steps 17
III The Blog Con: How Publishers Make Money Online 31
IV Tactic #1: Bloggers Are Poor; Help Pay Their Bills 41
V Tactic #2: Tell Them What They Want to Hear 49
VI Tactic #3: Give Them What Spreads, Not What's Good 59
VII Tactic #4: Help Them Trick Their Readers 69
VIII Tactic #5: Sell Them Something They Can Sell (Exploit the One-Off Problem) 75
IX Tactic #6: Make it all about the Headline 87
X Tactic #7: Kill 'Em with Pageview Kindness 95
XI Tactic #8: Use The Technology Against Itself 105
XII Tactic #9: Just Make Stuff Up (Everyone Else is Doing It) 113
Book 2 The Monster Attacks What Blogs Mean
XIII Irin Carmon, The Daily show, and Me: The Perfect Storm of how Toxic Blogging can be 123
XIV There Are Others: The Manipulator Hall of Fame 133
XV Cute But Evil: Online Entertainment Tactics That Drug You and Me 139
XVI The Link Economy: The Leveraged Illusion of sourcing 145
XVII Extortion Via the Web: Facing the Online Shakedown 157
XVIII The Iterative Hustle: Online Journalism's Bogus Philosophy 165
XIX The Myth Of Corrections 177
XX Cheering On Our Own Deception 187
XXI The Dark Side of Snark: When Internet Humor Attacks 195
XXII The 21st-Century Degradation Ceremony: Blogs as Machines of Hatred and Punishment 207
XXIII Welcome to Unreality 215
XXIV How to Read a Blog: An Update on Account of all the Lies 223
Conclusion: So … Where to from Here? 229
Appendix A 239
Appendix B 259
Works Cited 289
Further Reading 291
What People are Saying About This
“Holiday is part Machiavelli, part Ogilvy, and all results…this whiz kid is the secret weapon you’ve never heard of.”
—Tim Ferriss, author of The 4-Hour Workweek
“Ryan Holiday's brilliant exposé of the unreality of the Internet should be required reading for every thinker in America.”
— Edward Jay Epstein, author of The Big Picture
“The strategies Ryan created to exploit blogs drove sales of millions of my books and made me an internationally known name.”
“Behind my reputation as marketing genius there is Ryan Holiday, whom I consult often and has done more for my business than just about anyone.”
—Dov Charney, CEO and founder, American Apparel
“Holiday has written more than a dyspeptic diatribe, as his precise prose and reference to the scholarship of others add weight to his claims. A sharp and disturbing look into the world of online reality.”
“His focus is prescient and his schemes compelling. Media students and bloggers would do well to heed Holiday’s informative, timely, and provocative advice.”
“While the observation that the Internet favors speed over accuracy is hardly new, Holiday lays out how easily it is to twist it toward any end… Trust Me, I’m Lying provides valuable food for thought regarding how we receive — and perceive — information.”
—New York Post
“This is an astonishing book. Holiday has worked for several years as a self-proclaimed media manipulator, running campaigns for companies such as American Apparel. He is now intent on revealing the tricks that his kind use to influence us. Many of these stories are chilling.”
—Gillian Tett, Financial Times