Reddit matures, and apologises

The site's general manager has apologised for its conduct during the Boston crisis.

Reddit's general manager , Erik Martin, has apologised for the site's role in creating and spreading misinformation related to the Boston Marathon bombings:

Though started with noble intentions, some of the activity on reddit fueled online witch hunts and dangerous speculation which spiraled into very negative consequences for innocent parties. The reddit staff and the millions of people on reddit around the world deeply regret that this happened. We have apologized privately to the family of missing college student Sunil Tripathi, as have various users and moderators. We want to take this opportunity to apologize publicly for the pain they have had to endure. We hope that this painful event will be channeled into something positive and the increased awareness will lead to Sunil's quick and safe return home. We encourage everyone to join and show your support to the Tripathi family and their search.

The apology is interesting, because it reflects how the rest of the world views Reddit far more than how the community views itself. The decentralised nature of the site means that almost everything that Martin is apologising for is actually the fault of its users, rather than the company which runs Reddit and which Martin is in charge of. The subreddit, r/findbostonbombers, was set up by, and moderated by, normal users; it was Reddit's users who posted personal information, and Reddit's users who led the witch hunts. Viewed from that angle, blaming "Reddit" for this tragedy seems like blaming "Twitter" for naming rape victims; a useful shorthand, but not something we'd expect the head of the company to apologise for.

But the Reddit community is still centralised in a way that Twitter isn't, and that has repercussions. Go to the front page of Reddit without being logged-in, and you'll see the same list of content that everyone else will - and the same that many logged-in users see, as well. Hit up Twitter, on the other hand, and the site doesn't show you a thing until you've told it who you want to follow.

In other words, Twitter is a communications medium through and through, but Reddit – while not a publication in a traditional sense – has elements that we recognise from more conventional news sites. That means the site walks a fine line between trying to enable as much freedom for its users as possible, and having to deal with their mistakes as though someone on a salary made them.

Previously, the administration has been pretty unambiguous in declaring that it is not responsible for its users actions, beyond the site's "park rules":

A small number of cases that we, the admins, reserve for stepping in and taking immediate action against posts, subreddits, and users. We don’t like to have to do it, but we’re also responsible for overseeing the park. Internally, we’ve followed the same set of guidelines for a long time, and none of these should be any surprise to anyone…

  1. Don’t spam
  2. Don’t vote cheat (it doesn’t work, anyway)
  3. Don’t post personal information
  4. Don’t post sexually suggestive content featuring minors
  5. Don’t break the site or interfere with normal usage of the site for anyone else

Those rules are not particularly restrictive, and #4 was only strengthened from the incredibly laissez-faire "no child pornography" last February. Beyond that, the admins have tended to stay silent in the face of what would seem to be noteworthy controversies, like the outing of Violentacrez by Gawker's Adrien Chen and the subsequent widespread banning of Gawker media links from the site.

So it would have been easy for Reddit to respond to this latest problem in much the same way. Blame its users, point out that it has rules to prevent the worst of it and that it is deliberately laissez-faire about the rest, and wash its hands of the whole deal.

That it hasn't is a sign of maturity from the administrative team. But it also means that there's going to be a lot more controversies which they'll be expected to have a view on in future, unless the Reddit community matures at the same time. The chances of that happening soon remain slim.

Photograph: Getty Images

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

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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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