John Robb offers The Race to Weaponize Empathy to discuss emotional spin as applied to the news (beyond typical marketing). "[People] see all facts within a social context and that context is identified by the emotional context attached to that fact." In a fragmented society, people go to a news source to find out how to feel about a particular fact. Hence, the uproar over "fake news" as the elite do not approve of those particular feelings.
The thought police have become the emotion police, which is much more difficult to control than simple access to information. (Hence, the desperation. The result? More fake news.)
But what about outright lies?
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