Before the internet turned reporters into “content providers” and replaced full-page spreads with singular posts, newspaper layout was a challenging form of art.
Still is for those who prefer the hard copy. On it, editors juxtapose stories with each other and around advertisements in hopes of drawing some attention to each item. Strategically, they concoct headlines to grab attention while remaining true to the content of the story. That’s no easy task with so many reports of events so dull as municipal committee meetings can be, and so editors might take more liberty than they’d like with a clever phrase, word-play, or alliteration.
Once upon a student newspaper, I did layout for The Log at Salem State College (now University). Once, with a rather dry report from an environmental group decrying the manufacturer of a newly-invented artificial turf for its pollution of rivers in Georgia that flowed south, I may have altered my consciousness to create the following:
Florida Group Not Very High on Monsanto Grass
Such a headline would still succeed today. Why, I bet that on social media, it would gain dozens of laughing emojis and thumbs-up within an hour. But for most viewers that would be all, as they would keep scrolling, convinced they already had the whole story, details be damned.
In this hi-tech/lo-brain day, with most people–even newspaper subscribers–gaining news from screens, the experience is no longer an interesting headline with the full story right there if you so choose to pursue it. Instead, it is a headline, a photo, a caption, and most of the first sentence. And before you might hit “see more,” look! There’s the next headline and photo, or, better yet, a meme!
Readers of a printed newspaper, if hooked by a headline or photo, will move their eyes down into the story. It is most telling that we refer to “readers” when speaking of the printed paper and to “viewers” when we speak of screens. On the internet, most of us always keep scrolling to view whatever comes next.
Writers, such as I, of blogs, such as this, can only counter this trend with curious headlines, fascinating photos, a riveting opening line, or half line as the opportunity may be present to tease a reader into filling in the blank by ceasing to scroll and clicking the link. On social media we can also add pithy intros.
Others, however, actually thrive on the tendency of readers to react, accept, and re-post articles based only on what they see in the news feed without ever bothering with 800 or 1,800 much less 2,800 words or more of detail. In fact, many will add a subhead–journalism’s equivalent of a tease–to impress upon scrollers a single item from the article that they then scroll past.
Unscrupulous posters, such as the Russian trolls, add subheads that exaggerate, distort, and sometimes flat-out misrepresent what the article says. With an audience that they know will keep scrolling, not only do they convince viewers of things are are not true, but they convince those viewers that there is documentation for it.
Yet more: Those viewers will then re-post the article as if it is just another meme, since, after all, their viewers will see just the headline and subhead. As with the original posting, if the headline and subhead appeal to any belief dear to the hearts of viewers, re-posting will continue. The echo-chamber that is Fox News is neither louder nor longer lasting than is Facebook, Tic-Toc, or X.
Those who manipulate the MAGA-Republicans are skilled and relentless at this. They have been wildly successful for years. With an audience that gullible, how could they not? Too bad that those who identify as progressive are too often susceptible to the same trick.
For example, two years ago, the reputable and trustworthy website Mental Floss posted an 850-word essay headlined, “The 600-Year History of the Singular ‘They’.” Sometime after, it was reprinted with permission by a site called Pocket which retained the identical headline, the same graphic, and caption for the graphic. So, too, the text is unedited. However, Pocket added a subhead:
The singular form of ‘they’ has been endorsed by writers like Jane Austen and William Shakespeare.
While the article does mention Austen, Shakespeare, Geoffrey Chaucer, Charles Dickens, and W.H. Auden, it all has to do with the plural use for an indefinite singular. As when we see a car swerving down a road with no idea or image of the driver and say, “They must be drunk.” Nowhere in the article does it suggest that those five writers applied “they” to a singular person who was known.
In fact, the article’s main source, Kirby Conrod, who teaches linguistics at the University of Washington, spells this distinction out:
The very old kind of singular ‘they,’ the one that is used by Chaucer and Shakespeare and all these examples we love to pull out, if you look at all these examples of these hundreds-of-year-old singular ‘they’s, they are with like ‘each man‘ or ‘every person‘… None of them are with like ‘Bob‘ or ‘that guy.’ The new singular ‘they‘ is when we can use ‘they‘ with a single, specific person.
Putting aside for a moment the word “endorsed,” the subhead is true. However, due to the current controversy, Pocket‘s viewers are led to believe that these writers–reaching back seven centuries in Chaucer’s case–all used the plural pronoun for a known, singular person. This blurs the distinction between the historical “indefinite” usage of “they” and the current “preferred” usage.
Add the word “endorsed,” and the subhead is, at best, manipulative truth.
This trick is hardly limited to the internet. Consider Donald Trump’s whine that Kamala Harris had “promoted” being Indian before “turning Black.” We all know that she identifies as and expresses pride in being Indian (and Black), but that is no more “promotion” of her being Indian than there ever was of any parts of speech by any classical writers.
Notice, too, that in the only examples regarding Austen and the rest cited in the article, the antecedent for “they” or “them” or “their” is a singular word or term that suggests a plural, such as “each man” and “everybody.” Citing Shakespeare, the author simply names two plays–Hamlet and Comedy of Errors–rather than any specific numbers (act/scene/verse) that are readily available for all of them.
In a card game, this would be called a finesse. Something out of nothing to make us believe what is not true.
While I support all gender rights, I would urge those who promote and defend them, for their own sake, to drop this claim of alliance with classic writers of the past. If any part of a case is untrue, then the entire case is suspect and any claim based upon it is undermined.
For the sake of clarity in language, they might press for a new, neutral pronoun to avoid the confusing use of plural for singular–a confusion that will always be there whether they want it or not. Many have been suggested, including my own two years ago headlined “E Pluribus E.”*
If nothing else, all of us would do well to consider what we print and screen much as would a layout editor, always looking, for starters, to engage the largest possible audience, much of it unknown if not unknowable to us.
If there’s to be disagreement, let it come after that engagement, when the details are honestly presented and considered.
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*https://buskersdelight.home.blog/2022/08/30/e-pluribus-e/
Links to the Mental Floss and Pocket posts, followed by the graphic for both:
https://www.mentalfloss.com/posts/singular-they-history
https://getpocket.com/explore/item/the-600-year-history-of-the-singular-they?


















