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Read these four headlines:
- Stocks Tumble as Worries Persist — CNNMoney, September 29, 2008
- US Stocks Plunge as Global Credit Crisis Spreads — MarketWatch, September 29, 2008
- Grip of Paralysis Adds to Threat of Recession — Financial Times, September 28, 2008
- A Nightmare on Wall Street — The Economist, August 28, 2008
These are real headlines from major media sources, all published within weeks of each other. What do they have in common?
Emotion!
Let’s be clear: These headlines aren’t pulled from the editorial or opinion pages. These are supposed to be news—as in, level-headed, unbiased reportage. Yet Fisher Investments Press author Michael Hanson believes it doesn’t take a genius to see these headlines are nothing of the sort.
The media’s stated goal is to inform, not tell you what is relevant. Yet, by definition, we know that has to be false—the simple act of editing is about deciding what to print and what not to print. That means editors are deciding relevance.
The media knows its readers will react to things that arouse emotion. It’s the oldest trick in their book. Fisher Investments Press author Michael Hanson believes today’s media is jammed to the gills with adjectives to produce an immediate reaction from you, and thus keep you reading.
For more information or to purchase 20/20 Money by Fisher Investments Press, click here..
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