Whenever you sit down to read an article — let’s say it’s an article about MMOs on your favorite MMO blog — the author has a hidden persuasive advantage. Readers are inclined to believe what they read unless they have a compelling reason not to because believing is easier than not believing. In fact, humans have a hard time mentally readjusting if they hear a lie about a topic before they hear the truth, especially when the lie confirms comforting pre-existing beliefs. And like it or not, we grant a measure of authority to published articles, to what we see in print from people we presume are professionals.
But even a lowly games writer squanders that “authoritativeness bonus” when he can’t even be arsed to press the darn spellcheck button.
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