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Rumors: a guide on creating, spreading, and flaming them.


  1. RUMORS<br />A guide to creating, spreading and flaming them.<br />
  2. 2<br />Gossip columnists would like you to believe that a rumor is really news running ahead of itself.<br />
  3. 3<br />But, this isn’t always true.<br />
  4. 4<br />More often, rumors are…<br />
  5. pieces of unverified information<br />5<br />Perez Hilton<br />
  6. Wendy Williams<br />that feed on ambiguity<br />6<br />
  7. Cruel intentions<br />and usually pique the interest of a particular community.<br />7<br />
  8. They’re universal.<br />8<br />
  9. 9<br />Whoever gossips to you will gossip about you.  <br />Spanish Proverb<br />
  10. 10<br />Ireland<br />Who brings a tale takes two away.  <br />Irish Proverb<br />
  11. 11<br />Israel<br />What you don&apos;t see with your eyes, don&apos;t witness with your mouth.  <br />Jewish Proverb<br />
  12. China<br />What is told in the ear of a man is often heard 100 miles away.  <br />Chinese Proverb<br />12<br />
  13. And Our Attraction to them is natural.<br />13<br />
  14. Blame our curiosity <br />14<br />Jacques Cousteau<br />
  15. Blame our desire to know more<br />15<br />Spock, Star Trek<br />
  16. And blame our history as story-tellers<br />16<br />Beowulf<br />
  17. BUT, Regardless of why we tell rumors, there’s one thing true about them:<br />17<br />
  18. People are attracted to them.<br />18<br />
  19. Finally, here’s a guide to make anyone successful with rumors.<br />19<br />
  20. 20<br />It’s the (un)official mean girls’ guide to rumors.<br />
  21. There’s three things you must do to ensure the successful lifespan of a rumor.<br />1. Create<br />2. Spread<br />3. Flame<br />21<br />
  22. 1. Embrace the reason you’re spreading the rumor.<br />Create<br />Social Status <br />Revenge<br />It’s all about me<br />It’s not all about you<br />Assurance<br />22<br />
  23. 2. Craft the story. <br />Create<br /><ul><li>Easy to remember
  24. Exploits the current interests of the community
  25. Exploits the emotions of the community
  26. Rooted in a negative outcome
  27. Specific to a person or event
  28. Some part of it is true
  29. Contains exaggeration, humor, or a twist</li></ul>23<br />
  30. 3. Focus on one primary emotion. <br />Create<br />24<br />
  31. 4. Recognize that seeding a rumor is a science.<br />Spread<br />R ≈ i x a<br />25<br /><ul><li>R: velocity of the rumor
  32. i: importance of the subject to the community
  33. a: level of ambiguity</li></li></ul><li>5. Tell the right people.<br />Spread<br /><ul><li>People who are most eager for information about events which affect them.
  34. People with fears, hopes and hostilities stemming from the outcome of the rumor.
  35. People in homogenous community in which people share the same interest.</li></ul>26<br />
  36. 6. Prepare to be challenged.<br />Spread<br />27<br />
  37. 7. Clone the rumor.<br />Flame<br /><ul><li>Design different rumors that reveal the same “information”
  38. Plant the rumors in different suitable places
  39. Design them so as to appear as of independent origin</li></ul>28<br />
  40. 8. Put in work to keep the rumor in motion.<br />Flame<br /><ul><li>Fight censorship
  41. Don’t allow someone to change the subject
  42. Keep it negative
  43. Refute facts by amplifying uncertainty
  44. Add back details lost during reproduction</li></ul>29<br />
  45. 9. Never let anyone see you sweat.<br />Flame<br />30<br /><ul><li>Deflect attention away from yourself.
  46. Maintain a positive, upbeat attitude.
  47. Admit that you don’t know everything (remember, keep it simple)
  48. Blame a scapegoat</li></li></ul><li>10. Deny Everything.<br />Flame<br />31<br />Flame<br />Create<br />Spread<br />
  49. Don’t forget to vote below! Thanks.<br />
  50. Research Journals<br />A Psychology of Rumor Robert H. Knapp The Public Opinion Quarterly, Vol. 8, No. 1 (Spring, 1944), pp. 22-37 Published by: Oxford University Press on behalf of the American Association for Public Opinion Research<br />An Analysis of Rumor Gordon W. Allport, Leo Postman The Public Opinion Quarterly, Vol. 10, No. 4 (Winter, 1946-1947), pp. 501-517 Published by: Oxford University Press on behalf of the American Association for Public Opinion Research<br />Problem Solving in Social Interactions on the Internet: Rumor as Social Cognition PrashantBordia, Nicholas DiFonzoSocial Psychology Quarterly, Vol. 67, No. 1 (Mar., 2004), pp. 33-49 Published by: American Sociological Association<br />The Structure of Gossip: Opportunities and Constraints on Collective Expression among Adolescents Donna Eder, Janet Lynne EnkeAmerican Sociological Review, Vol. 56, No. 4 (Aug., 1991), pp. 494-508 Published by: American Sociological Association<br />A Theory of Rumor Transmission H. Taylor Buckner The Public Opinion Quarterly, Vol. 29, No. 1 (Spring, 1965), pp. 54-70 Published by: Oxford University Press on behalf of the American Association for Public Opinion Research<br />Articles<br /><br /> <br /> <br />33<br />For more information.<br />
  51. RUMORS<br />Kai D. Wright<br />Marketing Strategy<br />Wondering what parallels exist between rumors, communications and viral marketing? Send me a note.<br />Email:<br />Mobile: 917.543.4333<br />To follow me online, visit:<br />Twitter: @kaiwright<br />Blog:<br />Profile: Search “Kai D Wright” on<br />