All posts tagged i’m

  • The Weekend Australian book review: ‘Trust Me, I’m Lying’ by Ryan Holiday, November 2012

    A book review published in The Weekend Australian on November 3. The full review follows.

    New media’s Machiavellis

    “My job is to lie to the media so they can lie to you,” 25-year-old Ryan Holiday writes on the first page of his first book. “I cheat, bribe, and connive for bestselling authors and billion-dollar brands and abuse my understanding of the internet to do it.”

    It’s a frank admission from the marketing director of Los Angeles-based clothing company American Apparel, and one that sets the tone for an explosive insight into new media manipulation.

    Trust Me, I’m Lying documents Holiday’s consistent exploitation of online publishers – from small-fry blogs to the websites of national media outlets – in the name of publicising his client list, which also includes Tucker Max, a popular American author whose stories centre on binge drinking and sexual debauchery.

    By revealing his tactics and explaining his strategies, Holiday exposes the blog-led model of “pageview journalism” as a vapid and desperate sham.

    Though this book concentrates on American websites such as the Huffington Post and Gawker, its message is relevant to all online publishers. Holiday describes his mission “to rip back the curtain and expose a problem that thus far everyone else has been too intimidated or self-interested to discuss openly”. Namely, the web is “hopelessly broken”:

    The economics of the internet created a twisted set of incentives that make traffic more important – and more profitable – than the truth. With the mass media – and today, mass culture – relying on the web for the next big thing, it is a set of incentives with massive implications.

    This economy – in which websites and blogs simply need traffic to sell advertisements, and where a perusing reader and accidental click are one and the same – leads the incessant hunger for new content. By design, this is a situation ripe for exploitation, as the income of many bloggers depends on their page views.

    “It’s a great time to be a media manipulator when your marks actually love receiving PR pitches,” Holiday notes.

    The first half of this book is devoted to how blogs work or, as Holiday describes it, “feeding the monster”. In an apparent nod to his mentor Robert Greene, author of The 48 Laws of Power, Holiday outlines nine tactics, such as “give them what spreads, not what’s good” and “use the technology against itself”.

    These are all valid tactics that Holiday has used when promoting his clients. However, he notes some readers may be tempted to use them as an instruction manual for manipulation of their own. “So be it,” he writes. “You will come to regret that choice, just as I have. But you will also have fun, and it could make you rich.”

    In the second half of the book, “The monster attacks”, Holiday ruminates on what blogs mean. He takes a blade to press-led online extortion, iterative journalism (one top blogger is quoted as saying “getting it right is expensive, getting it first is cheap”), the sad truths of “snark” writing and “online entertainment tactics that drug you and me”.

    This book is essential reading for anyone working in the media, online or off, and also for those who want to understand how the PR industry influences what appears on screens, in newspapers and magazines, and over airwaves. Marketers and the media are increasingly on the same team; this book is something of a wake-up call.

    “The world is boring, but the news is exciting,” Holiday writes. “It’s a paradox of modern life. Journalists and bloggers are not magicians, but … you must give them some credit. Shit becomes sugar.”

    Similarly, it is a credit to the author’s writing style and analytical abilities that this book never becomes weighed down in media theory. Every point is backed up with penetrating personal anecdotes.

    The narrative is tied to a rich understanding of media history, all the way back to the street vendor “cash and carry” innovation of New York newspaper The Sun in 1833, which is eerily similar to the gaudy, attention-grabbing media model of 2012.

    Holiday is incisive and merciless. It is clear he has the perceptiveness and wherewithal to turn his still-nascent career into a fortune from advising the rich and powerful, yet this book is a step back from that dark art. In the introduction, he writes of his hope that, by exposing these vulnerabilities in the media system, they’ll no longer work as well. We’ll see about that.

    Trust Me, I’m Lying: Confessions of a Media Manipulator 
    By Ryan Holiday
    Portfolio, 272pp, $26.95 (HB)

    Andrew McMillen is a Brisbane-based freelance journalist.

    For more on Trust Me, I’m Lying, visit its website. You might also be interested in my interview with Ryan Holiday from October 2011.

  • The Weekend Australian book review: Marieke Hardy – ‘You’ll Be Sorry When I’m Dead’, September 2011

    A book review for The Weekend Australian’s Review. Excerpt below.

    No bottom to the naked truth

    You’ll Be Sorry When I’m Dead
    By Marieke Hardy
    Allen & Unwin, 304pp, $29.99

    Life in modern Australia as a hedonistic young woman is vividly portrayed in Marieke Hardy’s You’ll Be Sorry When I’m Dead.

    Hardy, 35, charts her life so far via a series of short stories built around particular themes or events – a friend being diagnosed with breast cancer, her adolescent love of the Fitzroy Football Club, the shame of holidaying with her parents as a single adult – which allow for digressions to help assemble a fuller picture.

    We learn Hardy, the granddaughter of author Frank Hardy, is an only child raised by a pair of “theatre folk” whose open attitude toward nudity rubbed off on their daughter. Hardy writes gleefully of informing programming staff at radio station Triple J during a job interview that there are naked photographs of her “all over the internet”. She was married once, in her late 20s, to a man with a young child from a previous relationship. This relationship is mentioned on page 101, then glossed over until their acrimonious break-up is detailed near the end of the book.

    In between Hardy, a Melbourne-based broadcaster and scriptwriter for shows such as Packed to the Rafters and most recently the ABC series Laid, depicts what seems like her entire romantic history.

    From scampering around naked men in the Fitzroy changerooms as a wide-eyed, sexless child to attending her first swingers’ night, her stories leave little on the cutting room floor when it comes to sex. At the swingers’ night, after describing an excruciating series of pre-coitus conversations where both author and participants coyly refuse to reveal much about themselves, Hardy is confronted with the beginnings of an orgy:

    In the corner, just out of view, somebody was already making a spectacular amount of noise on the round bed. We edged our way towards it, stepping over the anarchy of flesh. “I do believe,” I said in hushed, reverent tones to my boyfriend when our eyes adjusted, “that nice lady in the trench coat over there is being fisted.”

    Your reaction to that particular image will determine whether or not Hardy’s eye for graphic detail is for you. It’s clear that little shocks the author, and this self-aware, detached manner of approaching her role as narrator heightens the appeal of these stories.

    Curiously, Hardy allows some of the people she writes about to respond, with revealing results. At the end of a chapter where Hardy and her then-boyfriend engage the services of a male prostitute, her ex writes, via email: “My only criticism, as a writer, would be, if you’re going to share then don’t hold back. Because it seems you want to share Marieke the caricature, when the soul of the Marieke that I knew, in dark, hard times, well, she was a real person. And a lovely one at that.”

    For the full review, visit The Australian’s website. For more on the book, visit Allen & Unwin.