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You can find the current article at its original source at http://www.theguardian.com/science/brain-flapping/2014/apr/08/upworthy-style-headlines-annoying-science-psychology
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This blogger found Upworthy-style headlines very annoying. You’ll find his response utterly plausible | This blogger found Upworthy-style headlines very annoying. You’ll find his response utterly plausible |
(about 5 hours later) | |
There are plenty of bad things going on in the world right | There are plenty of bad things going on in the world right |
now. Climate change, brutal dictatorships, endless wars, Nigel Farage, and so | now. Climate change, brutal dictatorships, endless wars, Nigel Farage, and so |
on. Faced with all that, it seems incredibly churlish to get worked up about | on. Faced with all that, it seems incredibly churlish to get worked up about |
sites using “Upworthy-style” headlines to get attention. But it is annoying! Massively so. I’m not the first | sites using “Upworthy-style” headlines to get attention. But it is annoying! Massively so. I’m not the first |
person to say this; it’s an | person to say this; it’s an |
increasingly common | increasingly common |
complaint. | complaint. |
But why is it so | But why is it so |
annoying? What’s the harm in a youth-orientated website using idiosyncratic, | annoying? What’s the harm in a youth-orientated website using idiosyncratic, |
emotionally-charged headlines to attract readers? One answer is it’s because it's become an alarmingly | emotionally-charged headlines to attract readers? One answer is it’s because it's become an alarmingly |
widespread approach. This is understandable; Upworthy’s distinct style has | widespread approach. This is understandable; Upworthy’s distinct style has |
generated a formidable amount of web traffic (maybe). | generated a formidable amount of web traffic (maybe). |
In a world where the only ones who don’t care about search engine | In a world where the only ones who don’t care about search engine |
optimisation and web traffic are Icelandic | optimisation and web traffic are Icelandic |
Vulcanologists, anything that helps attract traffic is going to be imitated. | Vulcanologists, anything that helps attract traffic is going to be imitated. |
Something so widespread is bound | Something so widespread is bound |
to attract criticism. | to attract criticism. |
But there seems to be more to it than that. The vitriol | But there seems to be more to it than that. The vitriol |
aimed at this style of headline writing goes beyond it just being too | aimed at this style of headline writing goes beyond it just being too |
commonplace. What is it that makes it so aggravating? Here are some | commonplace. What is it that makes it so aggravating? Here are some |
possibilities. | possibilities. |
Inconsistency | Inconsistency |
Many of these headlines follow the same format; an intriguing | Many of these headlines follow the same format; an intriguing |
scenario is put forward, followed by promise of a strong emotional response to | scenario is put forward, followed by promise of a strong emotional response to |
the conclusion. For example, “This buffalo just wanted to buy a pair of shoes. | the conclusion. For example, “This buffalo just wanted to buy a pair of shoes. |
What happened next will blow your mind”, or “This 90 year old was told they | What happened next will blow your mind”, or “This 90 year old was told they |
shouldn’t dance the Macarena. You won’t believe the end result”. | shouldn’t dance the Macarena. You won’t believe the end result”. |
These headlines suggest massive inconsistency, particularly the | These headlines suggest massive inconsistency, particularly the |
“you won’t believe” examples. You’re incredibly certain I won’t believe something, aren't you mister | “you won’t believe” examples. You’re incredibly certain I won’t believe something, aren't you mister |
unspecified writer? But YOU clearly believe it, because you’ve written | unspecified writer? But YOU clearly believe it, because you’ve written |
about it and put it up on the site. Why is my ability to comprehend and accept | about it and put it up on the site. Why is my ability to comprehend and accept |
things automatically inferior to yours? Granted, there’s a lot of unbelievable stuff on the internet, | things automatically inferior to yours? Granted, there’s a lot of unbelievable stuff on the internet, |
but unless it’s a spoof, the people who put it there/forward it invariably do | but unless it’s a spoof, the people who put it there/forward it invariably do |
actually believe it. Ignoring 90% of those who link to the Daily Mail, people rarely look at something and think “this is utter gibberish. Everyone must see it!” | actually believe it. Ignoring 90% of those who link to the Daily Mail, people rarely look at something and think “this is utter gibberish. Everyone must see it!” |
Also, why tell people they “won’t believe” something then immediately supply | Also, why tell people they “won’t believe” something then immediately supply |
evidence that it definitely did happen? Don’t tell me I’ll “never eat cheese | evidence that it definitely did happen? Don’t tell me I’ll “never eat cheese |
again” then tackle me to the ground and force Edam down my throat; that just | again” then tackle me to the ground and force Edam down my throat; that just |
baffling. Admittedly, evidence is often irrelevant with regards to whether | baffling. Admittedly, evidence is often irrelevant with regards to whether |
people believe something. Climate | people believe something. Climate |
change is routinely scorned and homeopathy | change is routinely scorned and homeopathy |
has many who swear by it, despite there being overwhelming evidence for the former, | has many who swear by it, despite there being overwhelming evidence for the former, |
and essentially | and essentially |
none for the latter. | none for the latter. |
Regardless, inconsistency is known to be psychologically | Regardless, inconsistency is known to be psychologically |
distressing, and Upworthy-style headlines can cause this. | distressing, and Upworthy-style headlines can cause this. |
Presumption | Presumption |
The wording of these headlines is always “what happened next | The wording of these headlines is always “what happened next |
will blow your mind” or “how it ends up is heart-breaking” or “You will get | will blow your mind” or “how it ends up is heart-breaking” or “You will get |
angry when you see…” and on and on. | angry when you see…” and on and on. |
All include the inherent assumption that the reader WILL visit | All include the inherent assumption that the reader WILL visit |
that article. More traditional attempts to attract interest use popular search terms | that article. More traditional attempts to attract interest use popular search terms |
or phrases, or even actively say something contentious or deliberately offensive | or phrases, or even actively say something contentious or deliberately offensive |
to generate traffic via outrage. While undoubtedly manipulative, with these | to generate traffic via outrage. While undoubtedly manipulative, with these |
methods the decision to click still, nominally, remains with the potential | methods the decision to click still, nominally, remains with the potential |
reader. | reader. |
Upworthy-style headlines are far more commanding. The | Upworthy-style headlines are far more commanding. The |
possibility that the potential reader is an individual with the right to choose | possibility that the potential reader is an individual with the right to choose |
how to waste their time is not considered; you, hapless virtual peon, | how to waste their time is not considered; you, hapless virtual peon, |
undoubtedly WILL click on this article, and when you do this is DEFINITELY the | undoubtedly WILL click on this article, and when you do this is DEFINITELY the |
emotional reaction you will have! Don’t go thinking you “know your own mind” | emotional reaction you will have! Don’t go thinking you “know your own mind” |
better than we do; we create CONTENT for the INTERNET! We are GODS compared to | better than we do; we create CONTENT for the INTERNET! We are GODS compared to |
you! | you! |
Admittedly, I’m using overly-emotional exaggeration to | Admittedly, I’m using overly-emotional exaggeration to |
achieve my aims. But then, in this context, that seems perfectly apt. | achieve my aims. But then, in this context, that seems perfectly apt. |
Manipulation | Manipulation |
Online media sites constantly try to manipulate people. If | Online media sites constantly try to manipulate people. If |
you didn’t know this, then that just shows how good they’ve gotten at it. As previously | you didn’t know this, then that just shows how good they’ve gotten at it. As previously |
stated, considerable effort goes into search engine | stated, considerable effort goes into search engine |
optimisation. If you’ve got a business that relies on web traffic for | optimisation. If you’ve got a business that relies on web traffic for |
profit, of course you’re going to do what you can to ensure you get it; this | profit, of course you’re going to do what you can to ensure you get it; this |
just makes sense. Anyone and everyone does this, it’s just how the online | just makes sense. Anyone and everyone does this, it’s just how the online |
world works. | world works. |
Upworthy-style headlines may take it too far; the emotional | Upworthy-style headlines may take it too far; the emotional |
language, predictable formatting and tantalising promises are perhaps too-obvious | language, predictable formatting and tantalising promises are perhaps too-obvious |
attempts at manipulating the reader. And if they know it’s happening, many people | attempts at manipulating the reader. And if they know it’s happening, many people |
will actively resist being | will actively resist being |
manipulated, as it can be quite infuriating. Consider how grating a sitcom | manipulated, as it can be quite infuriating. Consider how grating a sitcom |
with an obvious | with an obvious |
laugh track is. Effective manipulation is subtle; a good salesman can | laugh track is. Effective manipulation is subtle; a good salesman can |
charm customers into parting with their cash, but we’ve all encountered the “other” | charm customers into parting with their cash, but we’ve all encountered the “other” |
types, who are all hair gel and buzzwords, who clap you on the back and bellow | types, who are all hair gel and buzzwords, who clap you on the back and bellow |
at you with false bonhomie, despite never having met you before. Rather than | at you with false bonhomie, despite never having met you before. Rather than |
parting with cash, the overwhelming urge is to part them from their teeth at | parting with cash, the overwhelming urge is to part them from their teeth at |
the possible expense of some knuckle skin. | the possible expense of some knuckle skin. |
This isn’t to say obvious manipulation never works; it can | This isn’t to say obvious manipulation never works; it can |
be very | be very |
successful, and is arguably more honest. But bloody hell, it can be infuriating! | successful, and is arguably more honest. But bloody hell, it can be infuriating! |
Status | Status |
All the points raised above could be reduced to one factor; | All the points raised above could be reduced to one factor; |
Upworthy headlines adopt a high-status position compared to that of the reader. Humans | Upworthy headlines adopt a high-status position compared to that of the reader. Humans |
care a lot about perceived social status, something that may be | care a lot about perceived social status, something that may be |
inherent to the species. When someone adopts a higher status to you without | inherent to the species. When someone adopts a higher status to you without |
sufficient justification, this prompts resistance. You probably know someone | sufficient justification, this prompts resistance. You probably know someone |
who’s complained bitterly about having to take orders from someone at work who’s | who’s complained bitterly about having to take orders from someone at work who’s |
been promoted over them thanks to "networking", nepotism or sucking up, rather than | been promoted over them thanks to "networking", nepotism or sucking up, rather than |
actual skill or experience. Such things invariably poison a working environment | actual skill or experience. Such things invariably poison a working environment |
with bad feeling. People are surprisingly good at being | with bad feeling. People are surprisingly good at being |
obedient, but the orders have to come from a | obedient, but the orders have to come from a |
legitimate authority. E.g. if you’re in an airport and a customs official | legitimate authority. E.g. if you’re in an airport and a customs official |
tells you to take your belt off and prepare for a pat-down, there’s a good | tells you to take your belt off and prepare for a pat-down, there’s a good |
chance you’d do it; if you’re in Starbucks and a barista tells you the same | chance you’d do it; if you’re in Starbucks and a barista tells you the same |
thing, compliance is not so likely (unless this is the condition stated for | thing, compliance is not so likely (unless this is the condition stated for |
getting a pumpkin spiced latte, as people seem oddly obsessed with those). | getting a pumpkin spiced latte, as people seem oddly obsessed with those). |
Being actively inconsistent, making presumptions about an | Being actively inconsistent, making presumptions about an |
individual, trying to manipulate them; these are all ways to lower someone’s | individual, trying to manipulate them; these are all ways to lower someone’s |
status in an interaction and raise your own. Upworthy-style headlines do all of | status in an interaction and raise your own. Upworthy-style headlines do all of |
these constantly, so it should come as no surprise that some people find them | these constantly, so it should come as no surprise that some people find them |
infuriating. This may also explain why people reacted | infuriating. This may also explain why people reacted |
so negatively to CNN using Upworthy-style headlines. If CNN are perceived as a | so negatively to CNN using Upworthy-style headlines. If CNN are perceived as a |
legitimate, authoritative "high status" news source, then them copying the youth-orientated content website Upworthy would suggest that said site is actually higher-status again, | |
which would challenge the world-view of many. As stated, people don’t like that | which would challenge the world-view of many. As stated, people don’t like that |
happening. | happening. |
Although, studies suggest that it’s actually the lowest-status people who | Although, studies suggest that it’s actually the lowest-status people who |
react most negatively to someone adopting a higher-status. Those who are | react most negatively to someone adopting a higher-status. Those who are |
comfortable in their social status can more easily ignore or brush off attempts | comfortable in their social status can more easily ignore or brush off attempts |
to reduce it, but those who feel inferior get really worked up about it, | to reduce it, but those who feel inferior get really worked up about it, |
presumably as they feel they have less to lose, so are more protective of it. | presumably as they feel they have less to lose, so are more protective of it. |
So it’s possible that most people are fine with Upworthy-style headlines and their | So it’s possible that most people are fine with Upworthy-style headlines and their |
tactics; it’s just people who, on some level, consider themselves inferior who | tactics; it’s just people who, on some level, consider themselves inferior who |
get worked up about them, like I do. | get worked up about them, like I do. |
So that means I… wow. | So that means I… wow. |
I really didn’t expect that. I set out | I really didn’t expect that. I set out |
to find out why Upworthy-style headlines were annoying, but when I found out, my | to find out why Upworthy-style headlines were annoying, but when I found out, my |
mind was blown! | mind was blown! |
Having a blown mind is | Having a blown mind is |
no barrier to tweeting (it helps, if anything) so follow Dean Burnett on | no barrier to tweeting (it helps, if anything) so follow Dean Burnett on |
Twitter. @garwboy | Twitter. @garwboy |