10 Second Sound Bite

10 Second Sound Bite: One of the chief techniques, in the toolkit of postmodern professional journalists, for grabbing the attention of viewers and/or listeners to a broadcast, cable or streaming news program and for providing an opportunity to influence or shape the opinions thereof. (See sound bite for further details.)

The 10 second sound bite is a technical improvement over the 15 second sound bite. The latter already enabled burying context and nuance from the original source of the clip in favor of a preferred narrative, but the shorter clip

• more reliably holds the attention of audience members by demanding 5 seconds less of that attention.
• improves the opportunity of the news anchor and fellow journalists and commentators to shape the impression of the meaning and significance of the clip.

Once used only in political campaigns to demonize opponents, postmodern journalistic enterprises can hop on the bandwagon, or even get the bandwagon going, for their preferred party or candidate by elevating them in the esteem of their audience and by demonizing those they oppose.

Unfortunately, this can have the undesired side-effect of giving the unavoidable impression of naked political bias, with the even more undesirable side-effect of shrinking the potential audience. Furthermore, a steady diet of such journalistic practices can potentially reduce the impact of audience members in family or community discussions, making them appear foolish or naive when challenged by those who can replay the wider context of the clip.