There are lies, damn lies, and press releases.
On April 1, Rochester University put out a press release about a researcher who has invented a new way to analyze a clarinet recording and turn it into a new kind of MIDI file for a physical modeling synth. The recording and the synth are not groundbreaking, but the analysis is mildly interesting if it can actually pull expression data from a recording.
Unfortunately, the PR flack didn't write that. Instead, he wrote "music file compressed 1,000 times smaller than MP3," and used provocative quotes from the researchers in question to imply that this technology could be the future of music. By the time Ars asked me to write about it, at least one news outlet had screwed up the story based on the release. Even after I interviewed the team leader and put something together, Wired had reproduced the faulty "1000x better than MP3 compression" headline on their Gadget Lab post.
I don't expect Wired to read Ars before posting to get the real story, of course. But the press release reads as instantly fishy to someone even with my limited digital audio education. It would be nice to have some confidence that a news outlet covering audio tech would be able to reach the same conclusions.
The real problem is twofold. One is that the flacks apparently felt comfortable writing a release about technology that they obviously didn't understand, and were willing to take liberties for a bit more controversy. But perhaps the more serious dilemma is that tech writers fell for it.
A couple of weeks ago, there was another article in Wired about the competition between Engadget and Gizmodo. These two gadget blogs are huge moneymakers online, and they're constantly racing to get the scoop on each other. This, it seems, is the lesson that some online news sources have absorbed: go faster, not deeper. But the opposite, I think, is a more valuable use of journalism online. It doesn't take any skill to do coverage fast--just a subscription to a press release service and a quick hand on the copy and paste. But expertise and a reputation for accuracy are what draw eyeballs. A couple of hours extra won't change that.
Ever since I wrote those first couple of articles for Ars about UX Week, and especially after I covered the Future of Music Conference sessions, I've been getting e-mails from PR reps about music, UI, and tech news. I try to turn them down politely, since I don't have any intention about writing about a press release. It seems lazy to me, and I've done my time writing for the Man.
What is interesting is seeing who picks it up out in the more mainstream publications--they're clearly spamming these letters out to everyone who's ever written about a similar topic online. Someone at Wired can usually be expected to pick them up, for example. Ever wonder why Gizmodo and Engadget seem to share 90% of the same items, even if they're in competition? This is why. I don't really know how I feel about that. On the one hand, what's the harm? It's not like these are (usually) topics that lend themselves to investigative reporting ("My god! Deep Throat has led us to... A NEW CHEAP HD-DVD PLAYER!"). But on the other hand, I don't look at these sites quite the same way again.
The Long Tail author Chris Anderson had enough with PR spam one day, and published the 100 addresses he was adding to his block list. He noted in a followup post that a lot of this kind of thing is done automatically, via huge marketing databases available for hire. The PR reps that take the time to get to know people, or build their own lists, were much less likely to get indignant responses. But do they have as much success? Or, as in regular spam, do the hits outnumber the outrage by sufficient amounts to make the enterprise profitable?
When reading the pundits on the editorial page or watching them on the news channels, do you ever find yourself asking: "Who do these people think they are? What qualifies them to speak in front of all of us?"
I do. All the time. And it's not just the looming prospects of job-hunting behind that thought. About a month ago, The New Republic's Jonathan Chait wrote an article criticizing the liberal blog community for being insufficiently concerned with the truth, to which (of course) every leftist on the Internet responded by asking "so who was pro-Iraq War, again?" Lance Mannion also drew attention today to a few writers who continue to trade in the idea that bloggers and writers online are all just delusional losers in their basements, whose rantings are only marginally more coherent than the average sandwhich-board-wearing lunatic.
Who do these people think they are? the writers and pundits ask, not realizing that we've been asking the same thing in return.
But here's the dirty secret for pundits and journalists and movie critics who stand aghast at those angry bloggers: their job is not special. And they know it.
I'm not a blog triumphalist. I don't think wikis will save the world. But the simple fact of the matter is that there's no particular training to become a journalist, or a pundit, or a movie critic. There's no reason to believe that these jobs can't be done as well as anyone--and indeed, once upon a time, they were. There's a reason that movies like His Girl Friday depict journalists as a bunch of slovenly, low-class opportunists: they used to be a bunch of slovenly, low-class opportunists.
Nowadays, if you can find a journalist amid all the cutbacks at major newspapers and media outlets, there seems to be this idea that journalism has become a higher profession. The attitude betrayed by Chait and others is that these writers are better than the public somehow--better informed, better read, and probably better-looking. They're more public than the public, if you believe the hype behind David Broder. It's even infected relatively niche journalism, which is the only way that you could possibly find people like Gregg Easterbrook masquerading as "science writers."
There's nothing wrong with being an unspecialized journalist (Chait's employment history, for example, is a collection of writing credits but no direct political experience). Plenty of people have done it before. Hunter S. Thompson, one of the great heroes to the profession, started working as a news writer because it let him supplement his army wages. The honest truth is that most journalism, for all its mystique and prestige, amounts to picking up the phone and calling people for information. Occasionally, it requires the reporter to get up and actually go somewhere. This is not brain surgery. And obviously, punditry is even less rigorous--got an opinion? You're good to go.
The implication of writers like Chait, or Brian Williams (who commented recently that he didn't like competing against some guy named Vinny in a bathrobe somewhere) is that they've got something we don't. And indeed, they do: you don't get to be a staff writer for TNR or an anchor for a major news network without a lot of connections and a lot of luck. But self-publishing means that now any dog on the Internet could potentially oustrip their audience, while a lot of us have started to think that those tightly-knit political connections are what's wrong with the media in the first place. And frankly, as news has been cut back in the profit-driven environment, I don't think very much of the argument that they have some kind of journalistic integrity that no-one else can claim.
It astonishes me to read pieces by media professionals that trumpet their ignorance of the blog network. They're missing out, and they're missing the point. Bloggers may just be parasites on the journalists who go out and gather the days events--but there are an awful lot of people who get paid to do the same thing, except in print. An editorial page is just a blog without the links (or in some cases, the readership). In many ways, it's a classic irony of economics--the jobs of the "knowledge workers" can now be outsourced, and they don't even have to leave the country--or get paid.
In other words: Who are these people? And why should we care?
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In the best tradition of a post that quotes from Lance Mannion, a fine writer known for saving his recommended links for the end of his posts, I really do recommend his writings about credentialism and the media.