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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
The article has changed 4 times. There is an RSS feed of changes available.
| Version 1 | Version 2 |
|---|---|
| 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 |
| (2 days 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 | |
| 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 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 annoying? 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. | |
| 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." | |
| 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 | |
| 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, or 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!” | |
| 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's just | |
| baffling. Admittedly, evidence is often irrelevant 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 | |
| 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 | |
| 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 | |
| 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, 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, 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 | |
| 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. For example, 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 is perceived as a | |
| legitimate, authoritative "high status" news source, then it copying the youth-orientated content website Upworthy would suggest that said site is actually higher-status again, | |
| which would challenge the worldview 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 |