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Trading up the chain is a marketing and propaganda tactic of deliberately inducing circular reporting, by seeding a message or claim in a less-credible medium, with the intent of it being quoted and repeated by publications (or people) who appeal to a wider audience. Those more-authoritative sources are then cited, to build up the message's credibility and publicize it further.[1][2][3] Trading up the chain can be a tactic for disinformation and media manipulation.[4]
The term was publicized by the author and marketer Ryan Holiday, who described its use in marketing and politics.[1][2]
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