The question of how TV news amplifies disinformation is often discussed but we have little concrete research on this subject. So we partnered w/ @r_macdonald & @kalevleetaru to understand how cable TV amplified Trump’s tweets. The results are interesting.

Between Jan 1 2020 and Jan 8 2021, CNN, Fox News and MSNBC spent 32 hours showing Trump’s tweets on screen, eg. blowing them up full size. This doesn’t include when anchors and correspondents mentioned things Trump had tweeted.
We then focused on the ways in which the three networks broadcast Trump’s tweets that falsely claimed the election would be fraudulent (before Nov 3) and was actually stolen (after the election).
In the weeks after the election, the cable news networks broadcast nearly three times as many Trump tweets about election fraud than they had in the nine months leading up to it. They even broadcast Trump’s old tweets after he was removed from Twitter in January.
4 points: 1) there was a drumbeat of tweets undermining the election throughout the summer. Many were broadcast & there were no labels from Twitter until middle of Sept. We need more research to understand how a foundation supporting the false narrative was laid by platforms & TV
2. While we weren’t able to analyze every image, it was clear that many of these tweets were often shown on screen without chyrons and flags, meaning that with anyone watching without sound would have received no context or fact-checks.
3. While we’re not making a causal claim. Tweets with labels received more coverage. The label became the ‘news peg’. More research needed.
4. The differences between networks were not as stark as predicted
The ways in which TV news broadcast false claims will continue to be an issue, so it seems that we need to think about (and test) innovations in on-screen flags, labels, chyrons to provide context when false information from social platforms are being broadcast.
This research is designed to be a jumping off point for additional qualitative analysis of the ways in which Trump’s tweets were discussed, and the ways in which audiences responded to that content.

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From @MrBeastYT and @MorningBrew to @oatly and @Rovio.

Let's break down what "The Balloon Effect" is and examples of it in real life.

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1/ What is "The Balloon Effect"?

It is a particular pattern of growth.

It is not Instagram's growth trajectory.

It is not
https://t.co/5axsTUKek6's growth trajectory.

"The Balloon Effect" is defined by several years of hard work & grit complemented by slow, linear growth.

2/ And then one day, one month, or one quarter...everything changes.

A business hits a tipping point and its trajectory shifts entirely.

Gradual growth turns to exponential growth & your brand and your size explode.

Like a step function.

3/ Now, you're probably wondering.

Why is it called "The Balloon Effect"?

Because filling/popping a water balloon follows the exact pattern I just described (and so many businesses experience).

Long unsexy slog 👉 Exponential tipping point.

4/ Initially, you turn on the faucet & water takes up space in the empty balloon.

Through effort you open the faucet, yet the results are unexciting.

But it's what must be done for water (or growth) to happen at all.

It's not sexy, but it's necessary.

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