How the media works

Controversy-seeking columnist writes wind-up article aimed at social tribe known to kick out when prodded. Columnist sits back, pleased, as furore erupts. Readers of column multiply as URL spreads virally. Watchdog slaps columnist on wrist. Columnist, now more ‘popular’, gets fatter freelance fee from newspaper client.

MORAL: Don’t rise to the bait.

PROVISO: We care so we kick back