In science, no work is completed until it has been picked to pieces

Dangerous dithering.

What does a scientist have to do to convince you? The answer used to be “wait until his critics die” – hence the physicist Max Planck’s assertion that science advances one funeral at a time.

But sometimes even that is not enough. Late last month, the smell researcher Luca Turin published striking new evidence supporting an idea first put forward by Sir Malcolm Dyson in 1938. Dyson presented his “vibrational” theory of how our sense of smell works to universal apathy. Three generations later, scientists are still saying “meh”.

That year, 1938, was also when it was first argued that pumping carbon dioxide into the atmosphere would raise global temperatures. The idea came from the steam engineer Guy Stewart Callendar; the broad response was “implausible”. Today, in 2013, scientists have shifted: they generally agree that Callendar was right. Yet there remains a dangerous level of disagreement about the detail.

At least Turin’s scientific peers have presented him with a clear path to follow. Dyson’s idea was that when a molecule gets up our nose, its characteristic smell is created by the way the bonds within that molecule vibrate. In a clever piece of experimental work, Turin has shown that human beings can distinguish between two molecules that differ only in the way they vibrate. The two molecules tested were both cyclopentadecanone, but while one contained normal hydrogen atoms the other contained “deuterated” hydrogen, which has an added neutron in its atomic nucleus. The additional particle creates a difference in the way the molecules vibrate. And that is why, according to Turin, they smell different to us.

The experiment punches a hole in the accepted theory of smell, which says that smell experiences are triggered by differently shaped molecules fitting different receptors in the nose. This “lock and key” idea can’t explain why two identically shaped molecules smell different. But Turin’s critics said last month that before they will even consider accepting his theory, they want him to show exactly what goes on in human smell receptors.

They are right to make such demands. This is science, where no work is finished until it has been picked to pieces. But that is exactly why it has been so easy to do so little about climate change since 1938. Later this year, the Intergovernmental Panel on Climate Change will make some highly equivocal, backtracking announcements. In a report due for release in December, the IPCC will concede that we can’t be sure tropical cyclones will become more frequent, or that droughts will get worse. Worries that the Gulf Stream will collapse, tentatively raised in the 2007 IPCC report, are allayed: such an event is “unlikely” to occur in the foreseeable future.

Concern over details can have an unhelpful effect, masking the big picture on climate change – the one that Nicholas Stern, who wrote the UK government’s 2006 review on the science, said at Davos last month is “far, far worse” than we were led to believe originally. Until that, rather than the detail, becomes the focus, we can continue to dither over whether to do anything, let alone deciding what course we might take.

It does not matter a great deal that no one is willing to risk his career by backing Luca Turin – but to wait for absolute certainty over the details of climate change before we do anything about it will spell life or death for many. If science continues to advance one funeral at a time, its acceleration is assured; and there will be no shortage of funerals in a world that’s 4° warmer.

Michael Brooks holds a PhD in quantum physics. He writes a weekly science column for the New Statesman, and his most recent book is At the Edge of Uncertainty: 11 Discoveries Taking Science by Surprise.

This article first appeared in the 11 February 2013 issue of the New Statesman, Assange Alone

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Clickbaiting terror: what it’s like to write viral news after a tragedy

Does the viral news cycle callously capitalise on terrorism, or is it allowing a different audience to access important news and facts?

On a normal day, Alex* will write anywhere between five to ten articles. As a content creator for a large viral news site, they [Alex is speaking under the condition of strict anonymity, meaning their gender will remain unidentified] will churn out multiple 500-word stories on adorable animals, optical illusions, and sex. “People always want to read about sexuality, numbers of sexual partners, porn habits and orgasms,” says Alex. “What is important is making the content easily-digestible and engaging.”

Alex is so proficient at knowing which articles will perform well that they frequently “seek stories that fit a certain template”. Though the word “clickbait” conjures up images of cute cat capers, Alex says political stories that “pander to prejudices” generate a large number of page views for the site. Many viral writers know how to tap into such stories so their takes are shared widely – which explains the remarkably similar headlines atop many internet articles. “This will restore your faith in humanity,” could be one; “This one weird trick will change your life…” another. The most cliché example of this is now so widely mocked that it has fallen out of favour:

You’ll never believe what happened next.

When the world stops because of a tragedy, viral newsrooms don’t. After a terrorist attack such as this week’s Manchester Arena bombing, internet media sites do away with their usual stories. One day, their homepages will be filled with traditional clickbait (“Mum Sickened After Discovery Inside Her Daughter’s Easter Egg”, “This Man’s Blackhead Removal Technique Is A Complete And Utter Gamechanger”) and the next, their clickbait has taken a remarkably more tragic tone (“New Footage Shows Moment Explosion Took Place Inside Manchester Arena”, “Nicki Minaj, Rihanna, Bruno Mars and More React to the Manchester Bombing”).

“When a terrorist event occurs, there’s an initial vacuum for viral news,” explains Alex. Instead of getting reporters on the scene or ringing press officers like a traditional newsroom, Alex says viral news is “conversation-driven” – meaning much of it regurgitates what is said on social media. This can lead to false stories spreading. On Tuesday, multiple viral outlets reported – based on Facebook posts and tweets – that over 50 accompanied children had been led to a nearby Holiday Inn. When BuzzFeed attempted to verify this, a spokesperson for the hotel chain denied the claim.

Yet BuzzFeed is the perfect proof that viral news and serious news can coexist under the same roof. Originally famed for its clickable content, the website is now home to a serious and prominent team of investigative journalists. Yet the site has different journalists on different beats, so that someone writes about politics and someone else about lifestyle or food.

Other organisations have a different approach. Sam* works at another large viral site (not Buzzfeed) where they are responsible for writing across topics; they explains how this works:  

“One minute you're doing something about a tweet a footballer did, the next it's the trailer for a new movie, and then bam, there's a general election being called and you have to jump on it,” they say.

Yet Sam is confident that they cover tragedy correctly. Though they feel viral news previously used to disingenuously “profiteer” off terrorism with loosely related image posts, they say their current outlet works hard to cover tragic news. “It’s not a race to generate traffic,” they say, “We won't post content that we think would generate traffic while people are grieving and in a state of shock, and we're not going to clickbait the headlines to try and manipulate it into that for obvious reasons.”

Sam goes as far as to say that their viral site in fact has higher editorial standards than “some of the big papers”. Those who might find themselves disturbed to see today’s explosions alongside yesterday’s cats will do well to remember that “traditional” journalists do not always have a great reputation for covering tragedy.

At 12pm on Tuesday, Daniel Hett tweeted that over 50 journalists had contacted him since he had posted on the site that his brother, Martyn, was missing after the Manchester attack. Hett claimed two journalists had found his personal mobile phone number, and he uploaded an image of a note a Telegraph reporter had posted through his letterbox. “This cunt found my house. I still don't know if my brother is alive,” read the accompanying caption. Tragically it turned out that Martyn was among the bomber's victims.

Long-established newspapers and magazines can clearly behave just as poorly as any newly formed media company. But although they might not always follow the rules, traditional newspapers do have them. Many writers for viral news sites have no formal ethical or journalistic training, with little guidance provided by their companies, which can cause problems when tragic news breaks.

It remains to be seen whether self-policing will be enough. Though false news has been spread, many of this week’s terror-focused viral news stories do shed light on missing people or raise awareness of how people can donate blood. Many viral news sites also have gigantic Facebook followings that far outstrip those of daily newspapers – meaning they can reach more people. In this way, Sam feels their work is important. Alex, however, is less optimistic.

“My personal view is that viral news does very little to inform people at times like this and that trending reporters probably end up feeling very small about their jobs,” says Alex. “You feel limited by the scope of your flippant style and by what the public is interested in.

“You can end up feeding the most divisive impulses of an angry public if you aren’t careful about what conversations you’re prompting. People switch onto the news around events like this and traffic rises, but ironically it’s probably when trending reporters go most into their shells and into well-worn story formats. It’s not really our time or place, and to try and make it so feels childish.”

Amelia Tait is a technology and digital culture writer at the New Statesman.

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