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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
(2 days later)
There are plenty of bad things going on in the world rightThere are plenty of bad things going on in the world right
now. Climate change, brutal dictatorships, endless wars, Nigel Farage, and sonow. Climate change, brutal dictatorships, endless wars, Nigel Farage, and so
on. Faced with all that, it seems incredibly churlish to get worked up abouton. 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 firstsites using “Upworthy-style” headlines to get attention. But it is annoying! Massively so. I’m not the first
person to say this; it’s anperson to say this; it’s an
increasingly commonincreasingly common
complaint.complaint.
But why is it soBut 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 haswidespread 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 engineIn 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 boundSomething so widespread is bound
to attract criticism.to attract criticism.
But there seems to be more to it than that. The vitriolBut there seems to be more to it than that. The vitriol
aimed at this style of headline writing goes beyond it just being tooaimed 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 annoying? Here are some
possibilities.possibilities.
InconsistencyInconsistency
Many of these headlines follow the same format; an intriguingMany of these headlines follow the same format; an intriguing
scenario is put forward, followed by promise of a strong emotional response toscenario 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 theThese 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 acceptabout 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, 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!” 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 cheeseevidence 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's just
baffling. Admittedly, evidence is often irrelevant with regards to whether baffling. Admittedly, evidence is often irrelevant to whether
people believe something. Climatepeople believe something. Climate
change is routinely scorned and homeopathychange 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 essentiallyand essentially
none for the latter.none for the latter.
Regardless, inconsistency is known to be psychologicallyRegardless, inconsistency is known to be psychologically
distressing, and Upworthy-style headlines can cause this.distressing, and Upworthy-style headlines can cause this.
PresumptionPresumption
The wording of these headlines is always “what happened nextThe wording of these headlines is always “what happened next
will blow your mind” or “how it ends up is heart-breaking” or “You will getwill 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 termsthat article. More traditional attempts to attract interest use popular search terms
or phrases, or even actively say something contentious or deliberately offensiveor phrases, or even actively say something contentious or deliberately offensive
to generate traffic via outrage. While undoubtedly manipulative, with theseto generate traffic via outrage. While undoubtedly manipulative, with these
methods the decision to click still, nominally, remains with the potentialmethods the decision to click still, nominally, remains with the potential
reader.reader.
Upworthy-style headlines are far more commanding. TheUpworthy-style headlines are far more commanding. The
possibility that the potential reader is an individual with the right to choosepossibility 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 toAdmittedly, 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.
ManipulationManipulation
Online media sites constantly try to manipulate people. IfOnline 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, that just shows how good they’ve gotten at it. As previously
stated, considerable effort goes into search enginestated, considerable effort goes into search engine
optimisation. If you’ve got a business that relies on web traffic foroptimisation. 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; thisprofit, 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 onlinejust 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 emotionalUpworthy-style headlines may take it too far; the emotional
language, predictable formatting and tantalising promises are perhaps too-obviouslanguage, predictable formatting and tantalising promises are perhaps too-obvious
attempts at manipulating the reader. And if they know it’s happening, many peopleattempts at manipulating the reader. And if they know it’s happening, many people
will actively resist beingwill actively resist being
manipulated, as it can be quite infuriating. Consider how grating a sitcommanipulated, as it can be quite infuriating. Consider how grating a sitcom
with an obviouswith an obvious
laugh track is. Effective manipulation is subtle; a good salesman canlaugh 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, 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 thanat 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 atparting 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 canThis isn’t to say obvious manipulation never works; it can
be verybe 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!
StatusStatus
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. HumansUpworthy headlines adopt a high-status position compared to that of the reader. Humans
care a lot about perceived social status, something that may becare a lot about perceived social status, something that may be
inherent to the species. When someone adopts a higher status to you withoutinherent to the species. When someone adopts a higher status to you without
sufficient justification, this prompts resistance. You probably know someonesufficient justification, this prompts resistance. You probably know someone
who’s complained bitterly about having to take orders from someone at work who’swho’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 environmentactual skill or experience. Such things invariably poison a working environment
with bad feeling. People are surprisingly good at beingwith bad feeling. People are surprisingly good at being
obedient, but the orders have to come from aobedient, but the orders have to come from a
legitimate authority. E.g. if you’re in an airport and a customs official 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 goodtells 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 samechance 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 forthing, 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 anBeing actively inconsistent, making presumptions about an
individual, trying to manipulate them; these are all ways to lower someone’sindividual, 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 ofstatus 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 themthese constantly, so it should come as no surprise that some people find them
infuriating. This may also explain why people reactedinfuriating. 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 is 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, 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 world-view of many. As stated, people don’t like that 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 whoAlthough, studies suggest that it’s actually the lowest-status people who
react most negatively to someone adopting a higher-status. Those who arereact most negatively to someone adopting a higher-status. Those who are
comfortable in their social status can more easily ignore or brush off attemptscomfortable 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 theirSo 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 whotactics; 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 outI really didn’t expect that. I set out
to find out why Upworthy-style headlines were annoying, but when I found out, myto find out why Upworthy-style headlines were annoying, but when I found out, my
mind was blown!mind was blown!
Having a blown mind isHaving a blown mind is
no barrier to tweeting (it helps, if anything) so follow Dean Burnett onno barrier to tweeting (it helps, if anything) so follow Dean Burnett on
Twitter. @garwboyTwitter. @garwboy