The Soul of a New Machine: Gawker Struggles with the Slippery Slope Between Viral and True

By: Mathew Ingram | paidContent

Does it matter if that viral video that everyone is so busy sharing was a stunt cooked up by a late-night talk show host? Or if that letter from an outraged grandparent to his homophobic daughter isn’t all it appears to be? These are the kinds of ethical dilemmas that tend to crop up when your editorial output is based in part on finding and sharing — and benefiting from the traffic generated by — viral content, the way it is for outlets like Gawker, or BuzzFeed, or Upworthy.


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