Take this admission, straight from the horse's moouth [1]:
> I’ve made my way up as a reporter in the time of social media and most-read lists. I know what will make a piece pop to the top of that list as soon as I write it down in my notebook. No one has ever pressured me to get clicks, but I’ve been praised all my career with euphemisms like “really knowing my audience.” I can see on the site when my story is above someone else’s. I like it when it is. And I love the warm embrace of the social media scrum.
> One easy path toward the top of the list and toward that embrace is communal outrage. Toss something (someone) into that maw, and it’s like fireworks. I have mastered that game. For a couple years, that desire for attention — to feel the crack of my byline hitting the conversation — propelled me more than almost anything else. I began to see myself less as a mirror and more as a weapon. I learned how to weaponize charm, which everyone does, but I do exceptionally well. I would call some stories kills. Resisting virality when you know exactly how to get it is like resisting a cigarette (I love smoking but do not smoke). When I wanted another viral story, I would talk about needing a hit.
> Stirring outrage can be good. It can very well be the right thing to do. I won an award for working on an investigation series into predators using social video games to groom children. I’m glad that series made people mad.
> But it’s extremely hard to control this tool. I would other times thrust a massive spotlight onto a person who would suffer from it and for no good reason. As an intern at the Chronicle, I got a man fired because he talked to me for a story, and some part of me knew it would happen. The story was a completely silly one, about private women’s clubs in the city, and he was a sweet and gentle man. I still feel sick when I think about him. And I think about him a lot.
> In becoming increasingly driven by the pleasure of attention and conflict, I was sharpening my cruelest edges. The roar of Twitter on my side meant the kill was justified and good. I was using the tools that had been gifted to me — my love of people, my ability to write — but pursuing only attention, which is just the affection of the mob.
> I do not want to cultivate sociopathy in myself. And cultivating sociopathy was exactly what I was doing.
[1]: https://chosenbychoice.substack.com/p/learning-how-to-and-ho...