The ten worst lists
UK newspapers and media outlets are full of lists. The ten best this. Your ten worst that. The ten greatest movies, places to visit, prettiest towns, etc. There seem to be at least ten in newspapers every day. These trends don’t usually happen by chance.
People like structure. Lists simplify complex topics into bite-sized, digestible chunks. A ‘Top 10’ list promises a clear beginning and end, a predictable structure, and quick, easily-skimmed reading, perfect for busy or distracted readers or commuters.
Media outlets are in constant competition for attention online. Lists boost search engine optimization. They are designed to generate curiosity. People often search things like ‘best beaches in Cornwall’ or ‘top 10 crime dramas.’ Lists dominate those search results. They are culturally resonant, and optimized for modern digital consumption. And they give readers a comforting illusion of order in a chaotic world.
They encourage sharing, ideal for social media, especially if they provoke debate with titles such as ‘The 10 Greatest Beatles Songs’.
For journalists they are low effort, high engagement. They are faster and cheaper than in-depth reporting, easier to outsource or automate, and more likely to go viral or provoke comments, especially when people disagree with the rankings.
Lists allow outlets to recycle existing content. ‘The 10 best episodes of Doctor Who’ pulls from years of coverage. They break up long-form features into multiple listicle sub-sections, and keep readers on-site longer via links to other lists.
People in the UK like to compare themselves to others. Do they agree with the published rankings? Would they order things differently? Do they fit in with what others think?
And, perhaps most of all, lists are increasingly dominant because people no longer like news. It’s trivial, gossipy and speculative. The latest celebrity to be accused of abusive behaviour might interest journalists, but resonates less with a public that prefers to rank holiday resorts, scenic locations, movies and sports heroes.
Media news programmes are losing viewers and listeners by the hundred thousand. This might be because the news is mostly bad. Why should they follow “the crimes, follies and misfortunes of mankind” when they can look up lists about beaches and sunsets instead?
Madsen Pirie