In this world, with content as a supreme cultural value, it’s better for something to be interesting than ethically sound. Widespread attention bestows an aura; becoming content is how reality is made real.

Over the past ten years, media companies have responded to their loss of audience by creating “viral” editorial that performs well inside the platform’s engagement-at-all-costs ecosystem. Predictably, however, quality editorial – the context journalists create for a living – rarely qualifies as viral.