Chapter Four of "Trust Me I'm Lying" titled "Tactic #1: Bloggers Are Poor; Help Pay Their Bills." gives us detailed information on how bloggers are payed or "bribed" by their employers". It begins by explaining that being a full time blogger is extremely difficult work. The most important part of a bloggers job is speed, meaning that they need to be able to write as many posts or articles as possible. Holiday emphasizes that the accuracy of the information is not nearly as important as how many posts a blogger can write. He explains how little bloggers get paid for their posts even though the method in which they get paid has improved slightly. The method of pay that is currently used, which is based on how many views or how much traffic a bloggers post gets, creates enormous competition, which makes it increasingly difficult for a blogger to succeed. He then goes on to explain that their are other ways in which bloggers get paid or "Bribed" to write an article. He explains that bloggers are often offered incentives, such as free merchandise or discounts, to compensate them for their service. Holiday then mentions that some of the most popular blogger go on to work for companies such as Google of Yahoo and that in reality bloggers will post anything to get them those well paying jobs. He explains that this is a great tool because you then have bloggers, whom are friendly with you, that have become credible journalists and can help you spread your message. Finally, Holiday explains that many times you can get bloggers to blog for you without actually paying them simply because they rely on content regardless of its truthfulness. Chapter Twenty One titled "The Dark Side Of Snark" explains how snark is a large part of blogging because it is simple and effective. Snark can be defined as a usually irrelevant, insulting message that is used to discredit another person. Usually these messages are posted to attract as many viewers as possible and to create an online frenzy around the topic. Holiday explains that their is nothing that the targets of snark can do about these insults because if the do reply it would likely cause more damage followed by additional ridicule. He then goes on to explain how snark is used as an easy way to make money when a blogger has nothing to say. This especially goes for blogger who do not have many connections. Next holiday explains that even the most irrelevant insults can have a sizable impact. Snark can even lead to a blogger's reputation being completely ruined even though the claim may be completely false. Holiday then highlights the idea that the bloggers who post these ridiculous comments do not even mean what they are saying and simply do it because its lucrative. He explains that blogger use snark because it does not take the effort that writing an accurate critique does. He ends by explaining that nothing good can really come of snark and that its simply not worth the time.
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