Trading up the chain
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
- Information laundering
- Argument from authority
- Disinformation
- Astroturfing
References
- ^ a b "Trading Up The Chain: Mainstream Media Takes Cues from Blogosphere". Observer. 2014-04-23. Retrieved 2020-08-16.
- ^ a b Holiday, Ryan (2012). Trust Me, I'm Lying: Confessions of a Media Manipulator. Penguin. ISBN 978-1101583715.
- ^ Donovan, Joan (October 24, 2019). "How memes got weaponized: A short history". MIT Technology Review. Retrieved 2020-08-17.
- ^ 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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Propaganda techniques
- Ad hominem
- Appeal to fear
- Appeal to emotion
- Atrocity propaganda
- Bandwagon effect
- Big lie
- Black propaganda
- Blood libel
- Buzzword
- Cartographic propaganda
- Censorship
- Cherry picking
- Demonizing the enemy
- Disinformation
- Dog whistle
- Doublespeak
- Fake news
- Flag-waving
- Framing
- Gish gallop
- Glittering generality
- Historical negationism
- Ideograph
- Lawfare
- Loaded language
- Newspeak
- Monumental propaganda
- Obscurantism
- Plain folks
- Propaganda of the deed
- Whataboutism
- Public relations
- Rally 'round the flag effect
- Slogan
- Spin
- Weasel word
- White propaganda
- Senbu
- Indoctrination