Thread by @docrussjackson

#Outrage is the most profitable emotion: pundits, columnists, politicians & advertisers are trying to make us angry.

It's partly why society is so polarized: to get attention (& ad-revenue, audiences, followers etc), say something controversial!

Trump turned it into an artform.

Sparking outrage seems counter-intuitive when trying to sell or promote a product or an idea, but as Oscar Wilde said, the only thing worse than being talked about is not being talked about.

84% of advertising isn't noticed - outrage gets people talking, or at least noticing.

Outrage sells newspapers & gains listeners. @Conservatives use it all the time.

It's partly why billionaires invest in people/organisations who say outrageous things, & it's why #GBNews will be deliberately provocative: it's 'good for business'.

But it's an energy-sapping trap!

Conspiracy theorists, COVID-sceptics, bigots & "free speech activists" all know that saying something #outrageous will dominate the narrative, & ensure they & their ideas stay in the public eye.

Decent people feel compelled to challenge them, but it only amplifies their message.

Of course, sometimes terrible people saying terrible things DOES need to be challenged - but responding carries great risks.

I'm going to check myself before I get dragged into any more online battles. Taking the piss may be better than becoming outraged.
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