"You’ve seen it all before. A malicious online rumor costs a company millions. A political sideshow derails the national news cycle and destroys a candidate. Some product or celebrity zooms from total obscurity to viral sensation. What you don’t know is that someone is responsible for all this. Usually, someone like me. I’m a media manipulator. In a world where blogs control and distort the news, my job is to control blogs—as much as any one person can. In today’s culture…
"Why am I giving away these secrets? Because I'm tired of a world where blogs take indirect bribes, marketers help write the news, reckless journalists spread lies, and no one is accountable for any of it. I'm pulling back the curtain because I don't want anyone else to get blindsided. I’m going to explain exactly how the media really works. What you choose to do with this information is up to you."
©2012 Ryan Holiday (P)2012 Gildan Media LLC
"Ryan Holiday is part Machiavelli, part Ogilvy, and all results… this whiz kid is the secret weapon you've never heard of." (Tim Ferriss, #1 New York Times best-selling author of The 4-Hour Workweek)
For someone who works in marketing, I have always assumed that there was a lot of manipulation in the mass media. But I must admit, I was shocked at the level to which this new breed of savvy marketers will go to get the exposure. When I was in College, I didn't see "Media Manipulation 101" on the class list. This book exhibits the new level of sophistication that exists in the industry of buzz. If it were a college course, it would be "Advanced Media Manipulation 301–Graduate level."
Although this book is meant to be a "don't do what I did, do what I say" story, it really expanded my vision as to what is possible in today's media saturated culture and I found myself running scenarios in my head how I could use similar ideas to promote the things that I care about... even if a person's intentions were honorable.
If this book did anything for me, it was to reinforce my suspicion that you definitely can't believe what you read in the paper and even more so online.
After I was done with the audiobook, my only question was why the author explains all the dirty tricks he used (and had astonishingly good results), to then turn around and spend the second half of the book explaining why you shouldn't do the same thing he did. Out of guilt?
At any rate, the author did a great job narrating the story. And I would recommend it to anyone in business (especially in marketing). Trust me...
Everyone knows there's something fishy about the way the media works these days. Was I a fool or did there used to be more adherence to ethics and accountability for honesty? Ryan Holiday outlines exactly where we went wrong with modern media and shows the faults in a historical context. As far as reliability our media system has regressed 100 years and the web is providing the tools to do it.
We do have the ability to change this though, and just knowing what's wrong helps fix the problem significantly, as new technologies come with a learning curve. Here's the manual.
The beginning of the book outlays a lot of really useful information for how to get noticed in today's world, how to promote an idea or brand (and the shady ways in use today). That's what drew me in, but I stayed for the well put together picture exposing the framework of sham that leads our politics, ads, fun, -our lives- online. In the end it's a bit repetative and feels a touch watered down for page count. Maybe just in comparison to the meaty beginning?Overall I think this is information everyone of voting age NEEDS TO KNOW. If not to understand politics, to understand advertising, culture, and the conversations happening all around you both online and off.
It's nice to hear him speak because it's written from his perspective. He is speaking to you in the book, so you get that added element of his personality that voice brings. If it wasn't narrated by the author I wouldn't care which, but in this case it's a nice bonus to gain a little insight/perspective about who he is.
Yes, I did listen to it all in one sitting.
In this nonfiction confessional, author Ryan Holiday explains exactly what a "media manipulator" is and how the work is accomplished. He should know; he's been one for years.
Everyone from the most trusted names in news down to the most traffic-hungry blogs with zero editorial standards are looking for the next big scoop and/or (more importantly) page views with which to charge advertisers for ads. Manipulators like Holiday take advantage of these money-based desires to affect what gets covered and in what light. Basically, if you can get a little blog to pick something up (by any means necessary, including and especially fake "tips," "leaks," and user submissions), a larger blog can pick up that it's been reported and it goes up the chain from there. Viral newsgathering.
Using tactics described in detail in this book, manipulators can further or damage causes, spread outright lies and deceit, build or ruin reputations, and take credit for things that are impossible.
After finishing this book, readers will be more skeptical than ever when viewing online news. It's a bit depressing, actually. I'd rather know than not, though, right? I'd recommend the book.
A NOTE ON THE NARRATOR: This book would have been much better if the author had not performed it himself. Despite this, you get used to it after a while, and the subject matter is interesting enough to overcome any annoyance with the substandard performance.
Businessman, Technologist, Marketer. Loves to learn and enjoys books. Mostly nonfiction plus historic novels.
Ryan makes an important point: web-based media today is not very professional and optimized for pageviews not for accuracy. Therefore, it can be manipulated. The examples and recommendations could be written in a blog post, or in a chapter or two.
But Ryan goes chapter after chapter ranting on this point, giving more examples and elaborating on the same thoughts without much to offer.
My suggestion is not to waste your time.
No, I wouldn't listen to this again. I couldn't listen to it the first time. His mono tone and lack of enthusiasm while presenting his story makes it extremely hard to follow. I literally had to shut it off after 15 minutes.
Loved the book. It changed the way I think about the media and how I plan on approaching bloggers in the future. Not that I plan on creating fake email accounts but recognizing their mindset and finding a way to give them what they want is invaluable. I thought I was doing that already but after listening to the book, I recognize that I haven't been.
a fast paced first person account of modern media in the internet age
he is a bright 20 something with " a certain moral flexibility "
it all gets old for him about the time he decides to grow a conscience
he has a good story to tell the truth but he's just an ok narrator
on the other hand, it is his own occupational auto-biography
so i might be inclined to cut him a break on the voice work
he makes a serious effort to tie today's media to journalistic history
hearst, pulitzer, ochs and yellow journalism all get worked into the tale
soren kierkegaard, henry kissinger and george orwell are also quoted
technology improves but " the con game " remains fairly similar
he sells people stories they want to buy but don't want to admit to
it all quickly becomes a hall of mirrors and half-truths and deception
it will help me to watch on-line and cable news with an appropriate filter
everything of truth or value is seems gets sacrificed to speed and money
" blog sourced " has the initials BS / there must be some reason for that
Probably not. While interesting, it was not as thought-provoking as advertised. That combined with little to no actual sources to back up his claims, it is really just the author's word hoping to be taken as truth.
It was read well, however there are particular moments in the book where the audio cuts to what sounds like last-minute additions. The audio is lower quality, and sounds as though recorded through a built-in computer microphone.
It is a quick read, so I have no regrets.
This was very helpful. Holiday is good, no doubt about it...
However much the underbelly of New Media may shock you in this book, I cannot shake the feeling that Holiday sensationalized the book himself. His "unveiling" of how Youtube uses Thumbnails to increase Click-through-rate is not as crazy as he suggests. Although there is manipulation going on, I don't think it is bleak as he professes.
I DO recommend the book for anyone who makes their living from new media.
Loved this audiobook. Such an interesting subject...fascinating to learn the strategies used to exploit blogs and to discover the underbelly of our digital culture.
"Okay, but only listen to the first half part"
The first half of this audio book is quite fine. Some okay examples of getting media coverage, creating stories etc.
Second half is just a rant on blogs and named bloggers.
"Great book, tedious reading."
Ryan really should have swallowed his ego and let a real voice talent present this fascinating book. A listen a 5+ hours without any vocal colour or inflection becomes a real chore. This is a great pity because the "truths" revealed in this book are worthy of attention by anyone who still believes Blogging is a noble art of citizen journalism and considered commentary.
"A complete expose On the Media."
Interesting insights into web journalism. However, it was not as actionable as I would have hoped. But it does reveal the motivations and results of the actions of bloggers and the press in the Internet age.
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