What is this dudes deal?
@David Ubben I'm talking to you.
People would take journalists a lot more seriously if they wouldn't perform this type of obnoxious virtue signaling. It's beyond lazy - it's intellectually dishonest.
The problem with is journalism is that people in the industry are only about building their brand, which is the most important and marketable aspect they have in the industry. It's all about getting that blue checkmark on Twitter, building your following, generating new subscribers, and getting others in the industry to boost your signal. In the case of Ubben, he has the fanbase of the University of Tennessee to build his brand off of. Media figures who build their brand by taking shots at our beloved University is nothing new. It's something that we as fans are all too familiar with.
This kind of messaging we see from Ubben on Twitter, it's done intentionally, and for a very specific purpose. It's the classic bait and switch in the case of his business development. Ubben starts with putting out high quality content, getting some buzz going, and steadily increasing his subscribers. His employers have their business model built on subscriptions, and you need to keep bringing in new subs to sustain the business model. After the initial traction recedes, what's the next step to keep bringing in new streams of recurring revenue in the form of subscriptions?
The inevitable next step is that you go the well vetted route of using digital emotional manipulation. This is why Ubben is throwing shade at a young child and our University. There's nothing organic about that Tweet, it's a carefully constructed message to get the kind of reaction it did.
The problem with all of this though - People want authenticity. People don't want clickbait headlines that are designed to boost SEO rankings. People don't want rage-bait Twitter threads. We want real, legitimate, deep dive analysis and reporting. We want objectivity. We don't want the ephemeral coverage that is emblematic of traditional mainstream media. The public will pay a premium for good content, but the public will also leave in droves when the profit motive becomes what drives the coverage of the University. Journalism is a profession that supposedly to serve the public and hold power accountable. It is not supposed to be an industry that exists entirely to monetize the public around advertising/subscription revenue models.
@David Ubben - Come at me