Trend lines; are rates in a data table that show a negative or positive slope. In this case, the trend lines of crimes such as murders, rapes and shootings in the United States are downward (para. 6). However, trends on the topic are rarely studied because they do not compete for headlines. Headlines are what get the world's attention, even if they aren't true. Headlines create audience awareness which promotes the reader to engage with the story. As a reader, the first thing my eyes are drawn to in an article are the headlines. Pinker and Mack use the resources of the Bureau of Justice Statistics and FBI Uniform Crime Reports to obtain accurate data without using media and headlines. Bold, exciting and even simple words push the reader to buy the item just out of curiosity, this is how the media makes profit, through random and interesting words