这些内容不是来自资讯网站或搜索引擎,而是在Facebook和推特(Twitter)这类社交网络上大行其道。尽管记者们以发掘坏消息和糗事为荣,以上故事却常常能引起人的正面情绪——爱、赞赏和敬畏。它们的包装方式就是为了便于与朋友分享,然后像病毒一样扩散。
Some of this is advertising – BuzzFeed designs viral campaigns for companies that are difficult to tell apart from its other output. Much of it has an advertising-like aspect. Viral producers devote as much effort to marketing content as to concocting it, like an advertising agency married to a newsroom.
有些做法属于广告——BuzzFeed为一些公司设计了病毒营销方案,帮它们从该网站的其他页面中脱颖而出。这一做法中的很大一部分具有广告效果。病毒内容制造商在推销和制作方面花的精力一样多,他们就像是广告代理商与报社编辑部的结合体。
That upsets many journalists: complaints range from the blurring of the line between editorial and advertising to the way faked videos and Photoshopped pictures have at times become viral sensations without being fact-checked. Upworthy’s efforts to tug at readers’ heartstrings enrage sceptical editors.
这一点令许多记者不安,他们抱怨这模糊了资讯编辑和广告制作的界限,还抱怨虚假的视频和经过编辑的照片时不时未经验证就成为病毒式的轰动资讯。比如,Upworthy网站多次试图拨动读者心弦的做法,就激怒了持怀疑态度的编辑们。
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