MMMM # 157 Six Simple Steps To a Media Hoax!

 

     Last week's "news" hoax---the supposed report that found Internet Explorer users are dumber than those using other browsers--- might not have gone as far as it did back when there were editors on duty for almost everything.

     Now that the newspapers have laid off, or outright fired, so many people, and now that there are a billion rogue websites (like this one) that provide "news", anything goes when it comes to folks jumping on a story.

    I do not believe that I have ever been caught up in one, but I can tell you how to create the perfect hoax news story, one that will get quick attention by at least some of the MSM and lots of the rest of us.

1) The "story" must re-enforce existing beliefs (or, better yet, prejudices) in some way. ("Hell, I always knew those IE people were idiots!")

2) Include at least two of the following: sex, government waste, studies with obvious results, a threat to readers/viewers of some kind. (i.e. Government rresearchers find sex on Reality-TV shows is making women less amorous!)

3) Include a local connection...."the research was conducted by a Montgomery Alabama marketing company."...without being so specific that it can be checked.

4) It must arrive in reporter/editor in-boxes at the worst possible time for them to fact-check....close to airtime for a broadcaster (but not too close!), near "publication" time for the print media, and always on or near a weekend or, better yet, a holiday weekend. That accomplishes two things: a scarcity of news and making it hard to check because people who would normally comment on the story are not at work.

5) Make the story as detailed as possible. Most people think you should keep lies simple, but the reality is that they are more believable if they are filled with rich detail. Include links that lead nowhere. They'll presume there is something wrong with their machine.

6) Buy a disposable phone and leave a convincing sounding voice mail message ("Our offices are closed for the weekend, but we do check this voice mail, so please leave a message and we'll get back with you as quickly as possible! We apologize to those of you calling about such an such...that news release was not supposed to go out till Monday. But again, we'll try to get back with you." )

I am NOT suggesting anyone actually try to pull off a hoax, which might violate the law, just pointing out it is easier now than ever.

[The Monday Morning Media Memo is a regular feature of this blog.]