I do a combination of those methods. Going with the rumours in UA2 I present a sheet of things they’ve heard before the game starts. It includes the highly theoretical ones which are hard to examine with short term goals. The rest I let them get from NPCs, either by over hearing it or it comming up as they talk shop. I imagine a lot of the meetings in the occult underground involve rumour swapping.
I can see rumor swapping as almost a form of currency in the OU.
Various other ways I have thought of to insert rumors into the game. Have them turn up written on notes under the PCs windshields. There is a blind begger down the street who will tell you one if you toss some money into his cup. Printed up to look like a newspaper and then used to cover windows of a building from the inside, only people who know this trick will even pay attention to this. Pamplets passed out by various religious sects. A free take one type one sheet paper that is passed around through the underground and no one knows who prints it.
Later.
I see rumors traveling mainly through the occult mainstream. They are passed around by the posers in order to make themselves seem more important than they actually are.
When they interact with someone they think is “in” the rumor crew tries to look like they know what’s up by spilling everything they ever overheard. I’d say that a very small part of the occult mainstream is responsible for spreading most of the rumors. This can give the rumor mill a relatively consistant character, even over large distances.
Of course, spreading rumors to seem like an important source can actually make someone into a minor figure in the occult underground, as they slip into the gray zone of obscure social distinctions.
I have to disagree with menzoa here. I think most of the rumours are either theories (which the originator might well wish to spread around others of his type) cliomantic pranks, or ideas that such-and-such a guy has come up with that he spreads for amusement value.
The others, of course, are the accurate rumours, blurted by their originator in a desperate attempt to convince his tortuers of their worth.
Or similar.
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