I remember very clearly the day I vowed to stop watching local news. I was sitting at home cooking dinner or something, when a teaser report of a toddler who died after being left in a car in the heat aired during that “what we’re covering tonight” opening to the show. It wasn’t enough to report the tragedy – the reporter (a designation she surely didn’t deserve) seemed compelled to illustrate the story by locking a big thermometer in the car, to be pulled out during the actual segment.

Frankly, I wanted to vomit. I have responded to more than a few calls involving injured or dead children, and I was disgusted by the sensationalism and desperate bid for ratings.

With rare exceptions, I haven’t watched local news since then; I can barely handle cable news (CNN being the worst – I like to say Fox is right, MSNBC left, and CNN stupid).

But this is how a large percentage of the population learns what’s going on outside their homes and work, so ‘news’ shows frame their views. Local news may be crap, but it’s also a reflection of the fears of society. Strangers stealing children, drug assassins lurking around every corner, and the occasional cancer-causing glass of water.

So I wasn’t surprised to get this email from a family member (who found it amusing):

Maybe you have seen this, but thought I would send it on anyway. SCARY.. This is a MUST SEE/ READ. If you have children or grandchildren you NEED to watch this. I had no idea this could happen from taking pictures on the blackberry or cell phone. It’s scary. http://www.youtube.com/watch?v=N2vARzvWxwY

Crack open a cold beer and enjoy the show… it’s an amusing report on how frightening geotagged photos posted online are.

I am not dismissing the issue. If you are, for example, being stalked or dealing with an abusive spouse, spewing your location all over the Internet might not be so smart. But come on people, it just ain’t hard to figure out where someone lives. And if you’re a stalking victim, you need better sources for guidance on protecting yourself than stumbling on a TV special report or the latest chain mail.

But there are two reasons I decided to write this up (aside from the lulz). First, it’s an excellent example of framing. Despite the fact that there is probably not a single case of a stranger kidnapping due to geotagging, that was the focus of this report. Protecting your children is a deep-seated instinct, which is why so much marketing (including local news, which is nothing but marketing by dumb people) leverages it. Crime against children has never been less common, but plenty of parents won’t let their kids walk to school “because the world is different” than when they grew up.

Guess what: we are all subject to the exact same phenomenon in IT security. Email is probably one of the least important data loss channels, but it’s the first place people install DLP. Not a single case of fraud has ever been correlated with a lost or stolen backup tape, but many organizations spend multiples more on those tapes than on protecting web applications.

Second, when we are dealing with non-security people, we need to remember that they always prioritize security based on their own needs and frame of reference. Policies and boring education about them never make someone care about what you care about as a security pro. This is why most awareness training fails.

To us this report is a joke. To the chain of people who passed it on, it’s the kind of thing that freaks them out. They aren’t stupid (unless they watch Nancy Grace) – they just have a different frame of reference.