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How This Couple Turned Teens' Love of Texting Into Love for Reading Books
"Would anyone read a sci-fi story with a dark-skinned, female protagonist?" – this is the question that got it all started. At that time, in the fall of 2013, the person asking it, Prerna Gupta – a Silicon Valley app developer - was on a sabbatical with her husband Parag Chordia. They had set a goal to write a three part sci-fi novel targeted at young adults. The problem was, the couple had no idea whether teens would care for their story and whether they even read.
It was a fair concern. Statistics show that young adults are reading less and less for fun. Research from Common Sense Media shows that in 1984, 8% of 13-year-olds and 9% of 17-year-olds said they "never" or "hardly ever" read for pleasure. In 2014, that number had almost tripled, to 22% and 27%. But how could the couple know for sure?
Uncomfortable with working on a project without any data, Gupta and Chordia (also a developer) did what they knew best – test, collect data, and iterate. They took the first 1000 words (the equivalent of a five-minute read) from 50 best-selling young adult novels, fed them into a simple mobile reader, and sent them to 15,000 users in order to track how many completed reading them. The results showed big variations in completion rates even among best-selling books. The duo used these insights to continue a/b testing for various story characteristics.
The results were insightful. For example, teens didn’t care whether the story was written in the first person present or third person past. Users also read more when they understood the context. And when it came to the question that started it all – no, they didn’t care whether the protagonist was brown or white, male or female, with one exception - girls did prefer female protagonists slightly more.
There was one key metric, however, that was shaping to be an unsurmountable challenge – while the variations in material did result in varying completion rates, there was a firm ceiling – even the best fiction could keep only a third of the readers till the very end. And that was for a 5-minute read. It was obvious that the new mobile medium required an innovation in format - “Fiction must evolve with the times”, Gupta and Chordia thought, and took it as a challenge to create a new format that will engage teenagers more.
After several iterations, the creators stumbled on the format that would eventually become Hooked – an app that gives readers bite sized stories written as text messages between characters. Fiction in the form of text messages proved to be incredibly successful amongst young adults aged 13-24 and showed unprecedented completion rates.
Thriller, Horror, and Sci-Fi are some of the most popular genres on the platform.
Since September 2015 when it launched, Hooked has been a number one app in the U.S. app store several times and has attracted more than 10 million readers, as well as more than $5 million in funding. It not only recruits and commissions established and undiscovered authors to write stories for the app, but also allows its users to write and submit their own stories. Currently the app has a database of 300,000 stories.
Despite skeptics who say that Hooked is destroying fiction, Gupta maintains a progressive mindset that art should evolve with technology.
“Rather than destroy reading, Hooked makes reading engaging for a broad audience. We’ve heard from many teens who say they hate reading books, but they love reading in Hooked. It’s a gateway drug.”
Even long stories that comprise of several “episodes” are broken up into 5-minute bits to give users an opportunity to read on the go between classes or while commuting. According to Gupta, using the app is a way to get young people hooked on fiction and do something better than browse social media. In addition, even though the app allows the use of emojis, selfies and even audio files, special attention is paid to using complete sentences, proper language, spelling, and grammar.
Content creators should certainly take note of the innovation and success of Hooked and the format it has introuced. Other types of media like news articles, interviews and even textbooks could be converted to a similar format to raise youth engagement in reading them.
Photo: Patrick via Flickr
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From "if-by-whiskey" to the McNamara fallacy, being able to spot logical missteps is an invaluable skill.
- A fallacy is the use of invalid or faulty reasoning in an argument.
- There are two broad types of logical fallacies: formal and informal.
- A formal fallacy describes a flaw in the construction of a deductive argument, while an informal fallacy describes an error in reasoning.
Appeal to privacy<p>When someone behaves in a way that negatively affects (or could affect) others, but then gets upset when others criticize their behavior, they're likely engaging in the appeal to privacy — or "mind your own business" — fallacy. Examples:<br></p><ul><li>Someone who speeds excessively on the highway, considering his driving to be his own business.</li><li>Someone who doesn't see a reason to bathe or wear deodorant, but then boards a packed 10-hour flight.</li></ul><p>Language to watch out for: "You're not the boss of me." "Worry about yourself."</p>
Sunk cost fallacy<p>When someone argues for continuing a course of action despite evidence showing it's a mistake, it's often a sunk cost fallacy. The flawed logic here is something like: "We've already invested so much in this plan, we can't give up now." Examples:<br></p><ul><li>Someone who intentionally overeats at an all-you-can-eat buffet just to get their "money's worth"</li><li>A scientist who won't admit his theory is incorrect because it would be too painful or costly</li></ul><p>Language to watch out for: "We must stay the course." "I've already invested so much...." "We've always done it this way, so we'll keep doing it this way."</p>
If-by-whiskey<p>This fallacy is named after a speech given in 1952 by <a href="https://en.wikipedia.org/wiki/Noah_S._Sweat" target="_blank">Noah S. "Soggy" Sweat, Jr.</a>, a state representative for <a href="https://en.wikipedia.org/wiki/Mississippi" target="_blank">Mississippi</a>, on the subject of whether the state should legalize alcohol. Sweat's argument on prohibition was (to paraphrase):<br></p><p><em>If, by whiskey, you mean the devil's brew that causes so many problems in society, then I'm against it. But if whiskey means the oil of conversation, the philosopher's wine, "</em><em>the stimulating drink that puts the spring in the old gentleman's step on a frosty, crispy morning;" then I am certainly for it.</em></p>
Slippery slope<p>This fallacy involves arguing against a position because you think choosing it would start a chain reaction of bad things, even though there's little evidence to support your claim. Example:<br></p><ul><li>"We can't allow abortion because then society will lose its general respect for life, and it'll become harder to punish people for committing violent acts like murder."</li><li>"We can't legalize gay marriage. If we do, what's next? Allowing people to marry cats and dogs?" (Some people actually made this <a href="https://www.daytondailynews.com/news/national/cats-marrying-dogs-and-five-other-things-same-sex-marriage-won-mean/dLV9jKqkJOWUFZrSBETWkK/" target="_blank">argument</a> before same-sex marriage was legalized in the U.S.)</li></ul><p>Of course, sometimes decisions <em>do </em>start a chain reaction, which could be bad. The slippery slope device only becomes a fallacy when there's no evidence to suggest that chain reaction would actually occur.</p><p>Language to watch out for: "If we do that, then what's next?"</p>
"There is no alternative"<p><span style="background-color: initial;">A modification of the </span><a href="https://en.wikipedia.org/wiki/False_dilemma" target="_blank" style="background-color: initial;">false dilemma</a><span style="background-color: initial;">, this fallacy (often abbreviated to TINA) argues for a specific position because there are no realistic alternatives. Former British Prime Minister Margaret Thatcher used this exact line as a slogan to defend capitalism, and it's still used today to that same end: Sure, capitalism has its problems, but we've seen the horrors that occur when we try anything else, so there is no alternative.</span><br></p><p>Language to watch out for: "If I had a magic wand…" "What <em>else</em> are we going to do?!"</p>
Ad hoc arguments<p>An ad hoc argument isn't really a logical fallacy, but it is a fallacious rhetorical strategy that's common and often hard to spot. It occurs when someone's claim is threatened with counterevidence, so they come up with a rationale to dismiss the counterevidence, hoping to protect their original claim. Ad hoc claims aren't designed to be generalizable. Instead, they're typically invented in the moment. <a href="https://rationalwiki.org/wiki/Ad_hoc" target="_blank">RationalWiki</a> provides an example:<br></p><p style="margin-left: 20px;">Alice: "It is clearly said in the Bible that the Ark was 450 feet long, 75 feet wide and 45 feet high."</p><p style="margin-left: 20px;">Bob: "A purely wooden vessel of that size could not be constructed; the largest real wooden vessels were Chinese treasure ships which required iron hoops to build their keels. Even the <em>Wyoming</em> which was built in 1909 and had iron braces had problems with her hull flexing and opening up and needed constant mechanical pumping to stop her hold flooding."</p><p style="margin-left: 20px;">Alice: "It's possible that God intervened and allowed the Ark to float, and since we don't know what gopher wood is, it is possible that it is a much stronger form of wood than any that comes from a modern tree."</p>
Snow job<p><span style="background-color: initial;">This fallacy occurs when someone doesn't really have a strong argument, so they just throw a bunch of irrelevant facts, numbers, anecdotes and other information at the audience to confuse the issue, making it harder to refute the original claim. Example:</span><br></p><ul><li>A tobacco company spokesperson who is confronted about the health risks of smoking, but then proceeds to show graph after graph depicting many of the other ways people develop cancer, and how cancer metastasizes in the body, etc.</li></ul><p>Watch out for long-winded, data-heavy arguments that seem confusing by design.</p>
McNamara fallacy<p>Named after <a href="https://en.wikipedia.org/wiki/Robert_McNamara" target="_blank">Robert McNamara</a>, the <a href="https://en.wikipedia.org/wiki/United_States_Secretary_of_Defense" target="_blank">U.S. secretary of defense</a> from 1961 to 1968, this fallacy occurs when decisions are made based solely on <em>quantitative metrics or observations,</em> ignoring other factors. It stems from the Vietnam War, in which McNamara sought to develop a formula to measure progress in the war. He decided on bodycount. But this "objective" formula didn't account for other important factors, such as the possibility that the Vietnamese people would never surrender.<br></p><p>You could also imagine this fallacy playing out in a medical situation. Imagine a terminal cancer patient has a tumor, and a certain procedure helps to reduce the size of the tumor, but also causes a lot of pain. Ignoring quality of life would be an example of the McNamara fallacy.</p><p>Language to watch out for: "You can't measure that, so it's not important."</p>
A new study looks at what would happen to human language on a long journey to other star systems.
- A new study proposes that language could change dramatically on long space voyages.
- Spacefaring people might lose the ability to understand the people of Earth.
- This scenario is of particular concern for potential "generation ships".
Generation Ships<span style="display:block;position:relative;padding-top:56.25%;" class="rm-shortcode" data-rm-shortcode-id="a1e6445c7168d293a6da3f9600f534a2"><iframe type="lazy-iframe" data-runner-src="https://www.youtube.com/embed/H2f0Wd3zNj0?rel=0" width="100%" height="auto" frameborder="0" scrolling="no" style="position:absolute;top:0;left:0;width:100%;height:100%;"></iframe></span>
Many of the most popular apps are about self-improvement.
Emotions are the newest hot commodity, and we can't get enough.