Social:Trading up the chain

From HandWiki
Short description: Marketing and propaganda tactic

Trading up the chain is a marketing and propaganda tactic of deliberately inducing circular reporting, by seeding a message or claim in a less-credible medium, with the intent of it being quoted and repeated by publications (or people) who appeal to a wider audience. Those more-authoritative sources are then cited, to build up the message's credibility and publicize it further.[1][2][3] Trading up the chain can be a tactic for disinformation and media manipulation.[4]

The term was publicized by the author and marketer Ryan Holiday, who described its use in marketing and politics.[1][2]

See also

References

  1. ↑ 1.0 1.1 "Trading Up The Chain: Mainstream Media Takes Cues from Blogosphere" (in en-US). 2014-04-23. https://observer.com/2014/04/mainstream-media-takes-cues-from-blogosphere/. 
  2. ↑ 2.0 2.1 Holiday, Ryan (2012) (in en). Trust Me, I'm Lying: Confessions of a Media Manipulator. Penguin. ISBN 978-1101583715. https://books.google.com/books?id=bK_cDgAAQBAJ&q=%22trading+up+the+chain%22. 
  3. ↑ Donovan, Joan (October 24, 2019). "How memes got weaponized: A short history" (in en). https://www.technologyreview.com/2019/10/24/132228/political-war-memes-disinformation/. 
  4. ↑ Krafft, P. M.; Donovan, Joan (2020-03-03). "Disinformation by Design: The Use of Evidence Collages and Platform Filtering in a Media Manipulation Campaign". Political Communication 37 (2): 194–214. doi:10.1080/10584609.2019.1686094. ISSN 1058-4609. 



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