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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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Meet the evangelical Christian persuading believers that climate change is real

Katharine Hayhoe's Canadian missionary parents told her science and God were compatible. Then she moved to Texas. 

During Donald Trump’s presidential campaign, alarm rose with each mention of climate change. Denial, dismissal and repeated chants of “hoax” left no doubt as to his position.

Now President Trump’s withdrawal from the Paris Agreement has been seen as a seminal moment in the fight against climate change - one which many fear could lose the battle ahead of humanity.

But one scientist has been fighting a war of her own on the ground, against those who typically doubt the facts about global warming more than most - the evangelical Christian population of America.

And to make matters even more unusual, Katharine Hayhoe herself is an evangelical Christian who lives in the indisputably "bible belt" of Lubbock, Texas.

The atmospheric scientist has been named one of Time magazine's 100 most influential people and one of Politico’s 50 thinkers transforming American politics. Now she is using her considerable heft to speak to those who are hardest to convince that there is a manmade problem that threatens the Earth’s future.

I meet her at the science and music festival Starmus in Trondheim, Norway, where she is to address the attendees on Thursday in a talk entitled "Climate Change: Facts and Fictions".

Hayhoe was born in Canada, to missionary parents. Her father, a former science educator, showed her that there was no conflict between the ideas of God and science. However, it was something of a surprise to her when she discovered her pastor husband, whom she married in 2000, did not feel the same about climate change. It took her two years to convince him.

What started as a conversation became an organised project when she moved to America's South in the mid 2000s. 

“Moving to Lubbock was a culture shock," she tells me. "When I moved there I wasn’t doing much outreach, but it moved me in that direction.

“Lubbock is very conservative. It’s small and isolated.

“I would say the majority of people in Lubbock are either dismissive or doubtful about climate change. I was surrounded by people - neighbours, parents of friends, people at church, colleagues down the hall in the university - who weren’t convinced.”

So Hayhoe, who works as an associate professor and director of the Climate Science Centre at Texas Tech University, set to work. She began to collect the responses she was seeing to the climate change discussion and prepare her counter-argument.

“When I talk to people who are doubtful, I try to connect with the values they already have," she says. “The greatest myth is the myth of complacency - that ‘it doesn’t really matter to me’.

"But I would say that the second most insidious myth is that you only care about this issue if you’re a certain type of person. If you’re a green person, or a liberal person, or a granola person."

The stereotypes mean that people outside that demographic feel "I can't be that kind of person because that's not who I am", as she puts it.

Hayhoe convinced her husband using data, but rather than repeating a formula, she tries to find out what will resonate with different people: "For many groups, faith is a core value that people share.”

Whether she’s speaking to city planners, water company managers, school kids or Bible believers, Hayhoe says her hook is not the facts, but the feelings.

“I recently talked to arborists," she says. "For them, trees and plants are important, so I connect with them on that, and say ‘because we care about trees, or because we care about water or what the Bible says then let me share with you from the heart why I can about these issues because it affects something that you already care about’.

“My angle is to show people that they don’t need to be a different person at all - exactly who they already are is the kind of person who can care about climate change.”

Hayhoe came to public attention in the United States after appearing in a Showtime series on climate change. She has appeared on panels with Barack Obama and Leonardo DiCaprio, and launched a web series. As well as plaudits, this level of fame has also earned her daily threats and online abuse. 

“My critics think they’re coming from a position of religion, but they aren’t," she says. "They’re actually coming from a very specific political ideology which believes that the government should not have control over people’s lives in any way shape or form - very libertarian, free market, free economy, Tea Party."

She believes that in the United States, faith and politics has been conflated to the point "people can no longer tell the difference". 

“Now it’s conservatism that informs religion," she elaborates. "If the two are in conflict - like the Bible says God has given us responsibility over everything on this earth - then people say ‘oh, we can’t affect something as big as this Earth, God will take care of it anyway’."

Around half of those who attack her on social media identify themselves as Christians, she notes, but almost all call themselves conservatives. 

As a scientist, she’s been preparing data herself - naturally - on her online attackers, with depressingly familiar results.

“As soon as you stick your head out of the trench, you get it. There have been papers published showing that white men disproportionately form up that small group of dismissives. They’re almost all men. When I track my social media comments, I would say that 99.5 per cent of them are white men.

“Out of 1,000 negative comments, I have maybe five from women.”

After the climate change argument moved up a gear - following the Paris withdrawal - Hayhoe admits that she and her fellow scientists are concerned, although she pays tribute to the businesses, cities and states from the US that have committed to following the Paris agreement themselves.

On the subject of the chief white male denier, Trump himself, Hayhoe says she has a discussion point which she feels may convince him to think carefully about his role in the fight against global warming’s impact on humanity.

“I would attempt to connect with the values that he has and show him how acting on this would be in his best interests," she says.

“One guess would be ‘what do you want your legacy to be? What do you want to be known as, the man who destroyed the world, or the man who saved it?’”

Katharine Hayhoe is speaking at Starmus on Thursday June 22. For more details, visit Starmus.

Kirstie McCrum is a freelance journalist. Follow her @kirstiemccrum.

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