Bloggers and journalists about Arsenal love to present the image that they are telling their readers what the club is doing. But in reality they are just making up stories in the hope that their fantasies will get a few readers.
So they make up a narrative – and if it does get readership, other journalists and bloggers start copying as Tony Attwood explains below.
In the end most journalists and bloggers are all running the same story, not because it is true, but because when it was first invented, it got readers.
The video above tells you the made up tales that journalists love to use over and over again.