Download Propaganda and Spin Overview In this lesson, students explore

PropagandaandSpin
Overview
Inthislesson,studentsexplorepropagandatechniquesaswellastheconceptof“spin”anddiscusshow
politiciansusethesetechniquestoswaypublicopinion.Studentswillidentifypropagandausedinpastand
currentadsandcreatetheirownadvertisementusinganassignedpropagandatechnique.Studentswillalso
examinehowpoliticiansspincurrenteventstosuittheirownagendasandwillassumetheroleofaprominent
politicalfigure’scommunicationrepresentativewhoisresponsibleforspinningnewsevents.
Grade
10
NCEssentialStandardsforAmericanHistory:TheFoundingPrinciples,Civics&Economics
• FP.C&G.2.8-AnalyzeAmerica’stwo-partysystemintermsofthepoliticalandeconomicviewsthatledtoits
emergenceandtherolethatpoliticalpartiesplayinAmericanpolitics(e.g.,Democrat,Republican,promotion
ofcivicresponsibility,Federalists,Anti-Federalists,Influenceofthirdparties,precincts,“thepolitical
spectrum”,straightticket,canvass,planks,platform,etc.)
• FP.C&G.4.3-AnalyzetherolesofcitizensofNorthCarolinaandtheUnitedStatesintermsofresponsibilities,
participation,civiclifeandcriteriaformembershiporadmission(e.g.,voting,juryduty,lobbying,interacting
successfullywithgovernmentagencies,organizingandworkingincivicgroups,volunteering,petitioning,
picketing,runningforpoliticaloffice,residency,etc.)
• FP.C&G.5.1-Analyzetheelectionprocessatthenational,stateandlocallevelsintermsofthechecksand
balancesprovidedbyqualificationsandproceduresforvoting(e.g.,civicparticipation,publichearings,
forums,atlargevoting,petition,localinitiatives,localreferendums,votingamendments,typesofelections,
etc.)
EssentialQuestions
• Whatispropagandaandhowisitusedinpolitics?
• Whatarethevariouspropagandatechniquesandhowdotheyaffectthedisseminationofinformation?
• Whatisspinandinwhatwaystopoliticiansemploythistechnique?
• Howdoesacandidate’spartyaffiliationandagendainformtheirpubliccomments?
• Howdopropagandaandspinaffecttheelectionprocess?
• Howdocitizensdecipherpropagandaandspininordertomakeaneducateddecisionwhenvoting?
Materials:
• ImagesofPropaganda,attached
• JudgingPropaganda,worksheetattached
• Politicalads(examplescanbefoundathttp://www.livingroomcandidate.org/)
• AmericanPoliticalSpinCycleisOutofControl,articleattached
• PutaPoliticalSpinonThings,assignmentsheet
• Informationonpoliticalfigures;thiscanbeaccessedviainternetsitessuchashttp://ontheissues.org.If
internetisnotavailableforstudents,teacherscanpreselectpoliticalfiguresandprintoffinformationabout
themtoprovidetostudents.
• Internetaccessforadditionalresearchonpoliticalfigures(optional)
• SpinReflectionSheet,attached
• Homeworkassignmentonspin,attached
Duration
Two60minuteperiods
Procedure
DayOne
IdentifyingPropaganda
1. Asawarm-up,writethewordpropagandaontheboardandaskstudentstobrainstormwhatthisword
means,eitherinsmallgroupsorasaclass.Encouragestudentstothinkaboutthedefinition,examples,
situationsinwhichitisused,etc.
2. Afterthediscussion,studentsshouldunderstandthatpropagandareferstoatypeofmessageaimedat
influencingopinionsand/orthebehaviorofpeople.Propagandamayprovideonlypartialinformationorbe
deliberatelymisleading.Propagandatechniquesareoftenfoundontelevisionandradio,aswellasmagazines
andnewspapers.Projecttheattachedexamplesofpropagandaanddiscusswithstudents:
• Whatdoyouthinkthepurposeofthisimageis?
• Isthispropaganda?Whyorwhynot?Ifyes,whichpiecesofinformationregardingthesubjectofthe
imagearenotaddressed?
• Whatmightwelearnaboutsocietybasedonthispieceofpropaganda?
3. Focusonexamplesofpropagandabyaskingstudentswhattypesofpropagandatechniquestheycanname.
Revieworintroducethefollowing:
• Emotionalappeal(i.e.fear):Appealingtotheemotionsofyouraudience.Forexample,whena
propagandistwarnsmembersofheraudiencethatdisasterwillresultiftheydonotfollowaparticular
courseofaction,sheisusingfearappeal.
• Glitteringgeneralities:Aglitteringgeneralitydeviceseekstomakeusapproveandacceptwithout
examiningtheevidence;Glitteringgeneralitiesincludephrasessuchas“Webelievein”,“fightfor”,and
“livebyvirtue”.Theyalsoincludewordsaboutwhichwehavedeep-setideas,suchascivilization,
Christianity,good,proper,right,democracy,patriotism,motherhood,fatherhood,science,medicine,
health,andlove.
• Testimonials:Famouspeopleorfigureswhowillappeartrustworthyspeaktotheaudience
• Bandwagon:Thebasicthemeofthebandwagonappealisthat"everyoneelseisdoingit,andsoshould
you."
• Plain-folks:Byusingtheplain-folkstechnique,speakersattempttoconvincetheiraudiencethatthey,
andtheirideas,are"ofthepeople.”
• Scientificapproach:Usingscientificjargon(i.e.numbers,statistics,data,etc.)toconvinceyouraudience
• Snobappeal:Givingtheimpressionthatpeopleofwealthandprestigeareonboard
• Cardstacking:Onlypresentingonesideoftheissue/situation
• Transfer:Transferisadevicebywhichthepropagandistcarriesovertheauthority,sanction,andprestige
ofsomethingwerespectandreveretosomethinghewouldhaveusaccept.
• Name-calling:Thename-callingtechniquelinksaperson,oridea,toanegativesymbol.Thepropagandist
whousesthistechniquehopesthattheaudiencewillrejectthepersonortheideaonthebasisofthe
negativesymbol,insteadoflookingattheavailableevidence.
• Euphemisms:Thepropagandistattemptstopacifytheaudienceinordertomakeanunpleasantreality
morepalatable.Thisisaccomplishedbyusingwordsthatareblandandeuphemistic.Anexampleis
duringwartime,sincewarisparticularlyunpleasant,militarydiscourseisfullofeuphemisms.Inthe
1940's,AmericachangedthenameoftheWarDepartmenttotheDepartmentofDefense.
4. PlacestudentsintosmallgroupsandhandouttheattachedKidsVotingworksheet,JudgingPropaganda.
Havestudentscompletethesheetintheirgroupsthengoovertheanswersasaclass:
1.B
6.H
2.E
7.C
3.A
4.D
5.J
8.F
9.G
10.I
5. Discuss:
• Whyshouldweexamineadvertisements,campaigns,andvariousmediaformsingeneralforpropaganda?
Ispropagandaanegativetacticinyouropinion?Explain.
o Discusshowpersuasivetechniquesareregularlyappliedbypoliticians,advertisers,editorialists,
radiopersonalities,andotherswhoareinterestedininfluencinghumanbehavior.While
propagandisticmessagescanbeusedtoaccomplishpositivesocialends,asincampaignstoreduce
drunkdriving,theyarealsousedtowinelectionsandtosellproducts.Astechnologyincreases,
peoplearereceivinghundredsofmessagesdailyviaInternet,TV,radio,news,etc.Thus,itis
importantwetakethetimetoanalyzewhatwearehearing/seeingtoensurewearefindingthe
kerneloftruth.
• Outofthetypesofpropagandafromtheworksheet,whichdoyouthinkismosteffectiveandwhy?
Whichdoyouthinkmaybeusedtodisguisetruththeeasiest?
6. Ifpossible,playexamplesofpoliticaladsforstudentstoexamine.(Teacherscanrecordadsoffoftelevision,
orsearch“politicalads”onwww.youtube.comfornumerousexamples.Manyschooldistrictsblocktheuseof
YouTube;teachersmightthuswanttosearchforadsathomeanddownloadthemforshowinglater.Another
sitetoconsultistheCenterforMediaandDemocracy’s“SpinoftheDayathttp://www.prwatch.org/.)
Chooseseveraladstoplayforstudents,askingthemtonotewhichofthepropagandatechniquestheysee
illustratedineach.
UtilizeaPropagandaTechniquetoCreateanAdvertisement
7. Next,assigneachgrouponeofthepropagandatechniquesfromthehandout.Then,tellthegroupsto
completethefollowingassignment:
• Youhavebeenassignedaparticularpropagandatechnique.Asagroup,createanadtopresenttoclass
usingthispropagandatechnique.YoumaycreateanadforTV,anadfortheradio,oravisualad(i.e.
poster).
• ThepurposeoftheadistorecruitvotesforJerimiahJacobs,whoisrunningfortheNorthCarolinaState
Senate.
• YoumaybecreativeinthecontentyouprovideaboutJerimiah,butitmustbepresentedinawaythat
utilizesyourpropagandatechnique.
• Bepreparedtopresentyouradtotheremainderofclassin15minutes!
Ø Teachernote:Ifusingthisactivityduringanelectiontime,youmaywanttoassignstudentsarealpolitical
figuretocreateanadfor.Studentswouldthenneedtoresearchfactsaboutthatfigureandhis/herpolitical
valuesandagendasothattheiradisrealistictothecandidatewhilestillutilizingtheassignedpropaganda
technique.
8. Oncestudentsarefinished,havethempresenttheiradtothereminderofclasswithoutsharingthe
propagandatechniquetheywereassigned.Aftereachpresentation,instructtherestofclasstoidentify
whichtechniquethegrouputilized.Discuss:
• HowdidtheadsforJerimiahdiffer?
• Ofalltheadsyouheard/sawtodayfromclassmates,whichadwouldmakeyoumostwanttovotefor
Jerimiahandwhy?
• Whenpoliticiansarecampaigningduringelections,inwhatwaysdotheyutilizethetechniquesthatyou
justusedinyourownads?Howdothesepropagandatechniquesaffecttheelectionprocess?
9. Forhomework,instructstudentstobringinanexampleofpropaganda.Studentsshouldexaminemagazines,
theInternet,orwatchTVandscanforexamplesthensummarizetheadexampleonnotebookpaper,classify
thetypeofpropagandausedinthead,andevaluateitseffectiveness.(Askstudentstobringincopiesofthe
adsifpossible.)
Day2
Exploring“Spin”
10. Asawarm-up,writethefollowingontheboardforstudentstoreadastheyenterclass:
• Asofnextmonth,allsnackmachinesarebeingremovedfromschoolpremises.
11. Dividestudentsintosmallgroupsandtellthemtowriteashortblurbannouncingthisnewsintheschool
newspaperfromtheperspectiveofoneofthefollowinggroups(groupassignmentscanberepeatedifyou
havealargerclass):
• Group1:Schooladministratorswhoaretiredofthesnackmachinesgettingknockedoverandvandalized
• Group2:Studenthealthadvocacygroupcalled“MakingBetterChoices”
• Group3:Studentathletes,whoraidthesnackmachinesdailywhenstarvingafterpractice
• Group4:12thgraderswhocan’tleavecampusforlunchanddespisethecafeteriafood
• Group5:Cheerleaderswhohavebeenadvocatingforlowcalorieandfat-freesnackstobeputinthe
vendingmachines
• Group6:TheBoosterClub,whohasreliedontheproceedsfromthevendingmachinetofundathletics
(i.e.newuniforms,improvedfootballfield,etc.)
12. Givestudents5-10minutestocompiletheirnewsblurbthenhaveeachgroupsharetheirblurbwithclass.
Discuss:
• Inwhatwaysdidourblurbsdiffer?
• Eventhoughwewereallrespondingtothesametopic,whydidourblurbsdiffer?(Theyweretoldfrom
peoplewithdifferingperspectivesandagendas)
• Inwhatwaysdoesthishappeninthemediatoday?
13. Explaintostudentsthatwhennewsworthyeventsoccur,politiciansoftenutilize“spin”,whichisaheavily
biasedportrayalinone'sownfavorofaneventorsituation.Politicianswillprovidetheirpointofviewor
interpretationoftheeventinawaythatiscompatiblewiththeirownagendainanefforttoswaypublic
opinion.Whiletraditionalpublicrelationsmayalsorelyoncreativepresentationofthefacts,"spin"often,
thoughnotalways,impliesdisingenuous,deceptiveand/orhighlymanipulativetactics.Politiciansareoften
accusedofspinbycommentatorsandpoliticalopponents,whentheyproduceacounterargumentor
position.
14. Givestudentsanotherscenariotoreporton,suchas:
• Thisyear,promwillnotbeheldontheschoolpremises.RatherthanaDJ,abandhasbeenhiredtoplay.
Ticketpriceswillcost$50extra.
15. Again,intheirsmallgroups,studentswillwriteashortblurbfortheirtown’spaperregardingpromfromtheir
perspective:
• Group1:ParentPromPlanningCommittee,wholikesthechangessincetheywanttomaketheproma
veryexclusive,high-classeventinhopesofattractingwealthierfamiliestotheschoolsystem.
• Group2:“StudentsforStudents”,astudentleadgroupwhoisconcernedlesswealthystudentswillnot
beabletoattendpromduetothechanges.
• Group3:Schooladministrators,whohopecutbackonpromcostwhilechargingmore;thiswillcreate
extrarevenueforupdatingthelibrarycollection.
• Group4:“RockTill’YouDrop”,thebandthathasbeenhiredtoplaytheprom.Thisisyourfirstgigand
youhopeitwillbethestartofabiglocalcareer.
• Group5:“DJJazzyJakeandCompany”,theDJwhowasnotrehiredtoplaythisyear’sprom.
16. Afterafewminutes,againhavestudentssharetheirblurbsanddiscuss:
• Howdidnewsofthesameeventchangewhengivenbypeoplewithdifferentagendas?
• Canyouthinkofanyevents,eithercurrentorhistorical,thathavebeen‘spun’bypoliticians?
• Isitethicaltospinasituationinone’sfavor,ortowardsone’sownagenda?
• Whendealingwithpolitics,doyouthinkitispossibletosaysomethingneutralaboutapoliticalsituation?
17. HandouttheattachedopinionarticleAmericanPoliticalSpinCycleisOutofControl.(Whilethearticleisfrom
2001,itssubjectmaintainsrelevance.)Afterstudentshaveread,discussasaclass:
• LauraWeissstates,“Whatpoliticianswriteandsaydizziesthepublic’smindonagrandscale”andthat
spinhasgotten“outofcontrol.”Doyouagreeordisagreeandwhy?
• Howcanpoliticalspinbedeceiving?
• WhydoyouthinkWeisscallstheWhiteHouse(regardlessofthepartyinpower)“America’slargestspin
producinginstitution”?
• Whoisresponsibleforuncoveringthevalidityorunderlyingtruth(ifany)beneathspin?
• WeisssaysthattheWhiteHouseattemptstokeep“scandalousnews”frombreakingontheTV.Isthisa
violationoffreedomofthepressinyouropinion?Shouldtherebelimitationstowhatthepresscan
reporton?Explain.
• Whatcanthepublicdoregardingcampaignspin?
PracticingPoliticalSpin
18. Havestudentsbrainstormrecenteventsthathavebeeninthelocal,nationaland/orinternationalnewsthat
theythinkareverysusceptibletospin.Then,dividetheclassintosmallgroups,assigningeachgroupa
currentpoliticalfigure.Examplesmightincludeprominentmembersofgovernment,presidentialcandidates
(ifduringanelectionyear),politicalpundits,etc.Givethegrouptheattachedassignmentexplanation,Puta
PoliticalSpinonThings.Goovertheassignmentsheettogether,whichexplainstostudentsthattheyareto
imaginetheyaretheirassignedpolitician’scommunicationsteam.Theymustfirstresearchtheviewsofthe
politicalfigureassignedtothem.StudentswillneedcomputerswithInternetaccess;sitessuchas
http://ontheissues.orgwillhelpstudentsunderstandtheviewsandvotingrecordsofpoliticians.Otherwise,
teacherscanprintinformationoffandprovidetostudentsinhandoutform.Oncestudentshavefamiliarized
themselveswiththepoliticalfigure,theyareresponsibleforspinningarecentnewsevent.(Theexample
providedinvolvesaconflictwithAlQaeda,butteacherscansubstitutetheexampleforstudentstospinas
theyseefit.)
19. Allowstudentstoaskquestionstheninstructthemtoworkontheirstatement.Aftergroupsarefinished,
bringeveryonebacktogetherandgiveeachstudenttheattachedSpinReflectionSheet.Haveeachgroup
presenttheirwork,firstgivingasummaryofwhotheyworkfor(thepoliticalfigureassignedtothem),their
figure’spoliticalparty,andthefigure’sviews/politicalagenda.Then,groupsshouldsharetheirstatements
thathavebeenpreparedwithspin.Allstudentsshouldtakenotesontheirreflectionsheetastheylistento
eachgroup’spresentation.Afterallstudenthavepresented,discuss:
• Whatwerethemajordifferencesbetweenthetalkingpointsofpoliticalfigures?Didtheirpartyaffiliation
makeadifference?Explain.
• Whatmakesasuccessful“spin”?
• Foranygivenevent,isthereasingletruthaboutwhathappenedordoesitalwaysdependonwhois
tellingthestoryandhowtheytellit?Explain.
• Isspindeceitfulinyouropinion?Isitpossibletoeradicatespin?Explain.
• Howdoesacandidate’spoliticalagendaasconnectedtotheirparty,andthewayhe/shecommunicates,
shapeourpoliticalsystem?
• Doyouusespinwhendiscussingeventsinyourownlife?Ifso,inwhatwaysandwhy?
• Ifyouwereapolitician,isthereanythingthatyouwouldconsidertobeoff-limitstospin?Whyorwhy
not?
•
Asresponsiblecitizens,howdowemakeaneducateddecisiononwhichcandidatetovoteforwhenthere
issomuchspinandpropagandaatplay?Whatquestionsdoweneedtoaskourselveswhenviewing,
hearing,andreadingcampaignadsorcandidateresponseblurbs?
20. AssigntheattachedhomeworkassignmentinwhichstudentsrespondtoLeonE.Panetta’sopinionofspinand
howitisaffectingAmerica.
WorldWarIIPropagandaPosters
ModernAdvertisement
PoliticalSpinCycleIsOutofControl
byLauraB.Weiss,TheDailyUtahChronicle,September10,2001
It’shere.It’sleachedintothewrittenandspokenwordsofourculture.Ithasinvadedourtelevisionsetsinthe
formofasitcom.IthaseventakenoveranentireroomatCNN.
It’sspin—thepracticeofmanipulatingthefactstoprofitthepoliticianandallaypublicconcern.
Politicalspinningcomesnaturallytohumans.Thefirstcaveman,insteadofgoingfishingfordinner,wentintothe
forestanddownedafewsweetnectarswithhiscomrades.However,whenhecamebackfromthe"river,"the
firstcavewomandidnotbanishhimtothepre-historicdoghouse.Why?Hesaidhegavetonight’scatch(thatwas
THISbig)toIgorinthenextcaveover.Igor,heexplained,wastoodecrepittofish.
Nowweallsigh—thefirstcavemanwasalsothefirstphilanthropist—orthefirstspindoctor.Butwhocanblame
him?Spinreservedhimawarmplaceinthecavethatnightandmaintained,ifnotimproved,hisimageintheeyes
ofthefirstcavewoman.
Themanipulationtakingplaceontoday’spoliticalstageemulatesthisprehistoricnarration.Whatpoliticianswrite
andsaydizziesthepublic’smindonagrandscale.Spin,apracticethatpublic-relationconsultantsusetocontrol
publicperception,has,itself,gottenoutofcontrol.
Caseinpoint:theWhiteHouse,America’slargestspin-producinginstitution.Theveneratedestablishmentplays
generoushosttoateamofperception-savvyspindoctors.Thispublicopinionposseperformsdamagecontrolon
subjectsrangingfromtheadministration’sfund-raisingengagementsandpersonalhealthtojudicialappointments
andloveaffairs.
InhisAug.9addresstothenation,PresidentGeorgeW.Bushtriedouthisownhandatspinning,assuringthe
Americanpeoplethat"60stem-celllines"exist.Theselines,heextolled,"havegreatpromise."Purseyourlips
andfurlyoureyebrows,Mr.President,becausescienceisn’taseasytospinasyouthink—especiallywiththe
nationwatching.
OnAug.17,solidobjectionsemergedfromtheworld’slargest(over138,000members)allianceofscientists.The
AmericanAssociationfortheAdvancementofSciencecalledforBushtoimmediatelyidentifythe60lineshe
claimedwereavailableforfederallyfundedresearch.Untilthisinformationisverified,thestatementsaid,itis
impossibleto"assessthepotentialvaluesofthecellsforresearchandpotentialmedicaladvances."
Othersaren’tswallowingBush’sspineither.Severalnationalfigures,includingRep.DianaDeGette(D-Colo.)and
Sen.EdwardKennedy(D-Mass.)havewrittenletterstoHealthandHumanServicesSecretaryTommyThomson
andleadersattheNationalInstituteofHealth(NIH),respectively.DeGetteoutlined10questionsonthespecific
conditionandownershipofthestem-celllines.KennedydemandedaresponsefromNIHregardingsimilar
concerns.
DuringClinton’spresidency,spin-doctorsmadeOlympianadvancesinevadingthestraighttruth,"bychidingthe
press,browbeatingreporters,referringinquiriestolawyerswhowillnotcommentorjustplainchangingthe
subject,"saidWashingtonPostmediacriticHowardKurtz.Bushcannoteschewthestemcell60lineconundrum
withsuchanachronistictechniques.
EvenwithanentireWhiteHouseoffice—theDepartmentofCommunication—dedicatedtoproducingand
managingspin,Bushcannotevadethevalidityofscientists’concerns.Untiltheexistenceofall60stem-celllinesis
confirmed,itlooksasifBushhasspunhimselfanexcruciatinglytangledweb.
Spinningevenitsownmoniker,theWhiteHouse’sDepartmentofCommunicationhasbeenworkingdoubletime
overthepastdecadetodevelopnewspinstrategies.Inthisageofever-proliferatingpeeping-Tomcoverage,
reportersclimbover,drillholesthroughandgenerallydestroytraditionalreportingroadblocks.
However,theSpinOffice,Imean,CommunicationOffice,hasdevelopedfail-safetacticsthateffectivelykeepthe
corkonnewstheWhiteHousedoesn’twantreporterstouse.
Forinstance,WhiteHousespinnersdon’tallowscandalousstoriestobreakonthetelevision.Bynotconfirming
thevalidityofastoryuntilthereporter’sdeadlinepasses,pressaidshavealmostcompletereignover
information.Ifreporterschoosetoairthestoryanyway,theyrisktheirentireprofessionalcareer.
What’sunfortunateisthat,fordecades,theWhiteHousehaslassoedtypicallytrustedfiguresintotheirspinsavvy
corral.TheWhiteHousehascourtedphysiciansinordertoconvincethepublicofthephysicalwellbeingofour
nation’shighestrankingrepresentatives.
Foroveradecade,FranklinDelanoRoosevelt,withtheaidofdoctorsandthesecretservice,spunhisparalysis.
ThespinteammaskedtheseverityofFDR’sdisabilityfrommillionsofpotentialvoterswithdeceptivestatements
abouthishealth,inadditiontotallpodiumswithcamouflagedrailingstocreateamirageofFDR’smobility.He
relied,literally,onfamilyandfriendsforsupportwhileapproachingvenuesandposingforphotographs.
Unfortunately,spin-doctorshavenotdoneaswellinconcealingtheseverityofVicePresidentDickCheney’s
healthproblems.Earlyinthepresidentialrace,theBushcampaignprovidedthepresswithawell-editedreportof
Cheney’smedicalhistory.However,somethings—likethreeheartattacksbeforetheageoffifty—justcan’t
successfullybespun.Norcancheckingintoahospitalfor,whatBushdescribedas"mildchestpains,"but"nota
heartattack.”Helaterretractedthisstatement,addingthatitwasa"veryslightheartattack."
Theproblemwithourspinnationisthis:Intheprocessofourgovernmenttellingtheworldwhitelies,we,asa
societyarenotonlyfrequentlyfooledbywhatwereadbutarealso,albeitindirectly,sanctionedbythe
governmenttotellourownwhitelies.
SpinteachesmethattaxevasionisOK.WhentheInternalRevenueServicecomespoundingatmydoor,allI’ve
gottodoisspinmystory.InsteadofadmittingIdidn’tpaytaxes,I’lljustsayImadea"veryslightmiscalculation."
IfslipperysemanticsworkforourrepresentativesinWashington,theyworkforme.
Whenitcomestoissuesliketheenvironment,theCommunicationsOfficeneeds,insteadofglossingoverthe
threateningglobalsituationwith30-secondnewsclipsofthepresidentdressedinnaturaltoneshelpingforest
rangersinColorado,togiveittousstraight.Thepresidentwantstobreaktheenvironmentandtakeitforabig
businessride,andmostofAmericaknowsthatalready.
InaleakedWhiteHousememo,EnvironmentalProtectionAgencyAdministratorChristieWhitmanofferedher
advicetoPresidentBushonglobalwarming,asserting,"weneedtoappearengaged."Whatabrillianttactic—spin
itlikewecareabouttheenvironment(insteadofaboutpollnumbers)thenleavetheearthtopillagers.
Bushhimselfthrowsoutvague,meaninglessphraseswhencontemplatingthesubject.Hisrecentbestis:"Ideeply
careabouttheenvironment."Inhisstem-cellresearchaddress,healsousedthisambiguousgem,professingto
have"madethedecisionwithgreatcare."
Atthisrate,perhapsBushwillbeginto"deeply"and"greatlycare"aboutthe42percent(ascalculatedby“U.S.
NewsandWorldReport”)ofhistimeinofficespentenroutetooronvacation.Justtrytospinthatone.
Source:
http://media.www.dailyutahchronicle.com/media/storage/paper244/news/2001/09/10/Opinion/American.Political.Spin.Cycle.Is.Out.Of.Co
ntrol-91040.shtml
PutaPoliticalSpinonThings!
•
•
•
•
•
•
Yourgrouphasbeenhiredasthecommunicationsteamfortheprominentpoliticalfigureassignedtoyou.
Asnewemployees,youmustfirstlearnabouttheviewsandpoliticalagendaofyourpoliticianbyreadingthe
informationprovided.
Paycloseattentiontothisperson’spoliticalparty,currentandpastpositions,andhis/herfundamental
politicalbeliefs,and/oragenda.Together,discussandsummarizethisinformationandbepreparedto
presentittoyourclassmates.
Onceyouarefamiliarwiththisfigure’spoliticalperspective,yourfirstpublicrelationsassignmentisto
commentontheongoingwarinIraqfromyourpolitician’sperspective.Createa5-10sentencestatement
that“spins”thefollowingsituationinawaythatencompassesyourfigurespointofviewandsupportshis/her
politicalagenda:
FiveAmericansoldierswerekilledandninewerewoundedinactionduringabattlewithAlQaedain
Baghdadyesterday.
Remember,thespinyouputonthestatementsyoumaketothepressonbehalfofyourpoliticianemployer
willeffecthis/herstatusinthepubliceyeandcouldpossiblyaffecthis/herelectionorreelection.Thus,this
affectsyourfutureemployment!
Youwillpresentyourworktoclassinapproximately20minutes.Youmustbepreparedtogiveasummaryof
yourassignedpoliticalfigure(akayourcurrentemployer)andthenshareyourspinstatements.
-------------------------------------------------------------------------------------------------------------------------------
PutaPoliticalSpinonThings!
•
•
•
•
•
•
Yourgrouphasbeenhiredasthecommunicationsteamfortheprominentpoliticalfigureassignedtoyou.
Asnewemployees,youmustfirstlearnabouttheviewsandpoliticalagendaofyourpoliticianbyreadingthe
informationprovided.
Paycloseattentiontothisperson’spoliticalparty,currentandpastpositions,andhis/herfundamental
politicalbeliefs,and/oragenda.Together,discussandsummarizethisinformationandbepreparedto
presentittoyourclassmates.
Onceyouarefamiliarwiththisfigure’spoliticalperspective,yourfirstpublicrelationsassignmentisto
commentontheongoingwarinIraqfromyourpolitician’sperspective.Createa5-10sentencestatement
that“spins”thefollowingsituationinawaythatencompassesyourfigurespointofviewandsupportshis/her
politicalagenda:
FiveAmericansoldierswerekilledandninewerewoundedinactionduringabattlewithAlQaedain
Baghdadyesterday.
Remember,thespinyouputonthestatementsyoumaketothepressonbehalfofyourpoliticianemployer
willeffecthis/herstatusinthepubliceyeandcouldpossiblyaffecthis/herelectionorreelection.Thus,this
affectsyourfutureemployment!
Youwillpresentyourworktoclassinapproximately20minutes.Youmustbepreparedtogiveasummaryof
yourassignedpoliticalfigure(akayourcurrentemployer)andthenshareyourspinstatements.
SpinReflectionChart
PoliticalFigure
PartyAffiliation
Beliefs/AgendaSummary
Name:_________________________________
Homework
ReadthefollowingexcerptfromLeonPanetta’sarticleThePriceof‘Spin’Versusthe‘Truth’andanswerthe
questionsthatfollow.
HueyLong—theinfamousLouisianapoliticianoftheThirties—oncepromisedacertainconstituencyinan
electioncampaignthathewoulddeliverapublicworksprojecttothemifelected.Whenhefailedtodeliverthe
projectafterhewaselected,hewasaskedwhy.Hisreply:"Ilied!"
Long'sadmissionwasbrutallyfrank.ItwasthekindofhonestythatworkedwellforLong.Whyisitsodifficult
toworkformanyofthoseinpublicofficetoday?
Thetypicalstrategyistotellpeoplewhatconsultantsandpollsterssaythepublicwantstohearandwhenthe
factsprovedifferently,tokeeprepeatingthesamewordsinthehopethatrepetitionsomehowwillmakeitright.
Butthereisaterriblepricetobepaidforthispolitical"spin"game—thelosttrustofthepeople…
Asourparentsdid,wetrytoteachourchildrentobetruthful.Ourverydemocracyisdependentonastrong
relationshipoftrustbetweenthepeopleandtheirleaders.Butinrecentyears,whetherbecauseoflostvaluesor
theeaseandspeedofmoderncommunications,abadexampleisbeingsetforfuturegenerationsbythosewho
tellpeoplethepoliticalmessageratherthanwhatisreallyhappening.
Thismayprovidesomeshort-termpoliticalgains,butultimately,thenationpaysaterribleprice.HueyLong
decidedtotellthesimpletruthwhenhesaidheliedinhiscampaign.Itmightjustbethattellingthesimpletruth
canworktorestorebothourpoliticsandourdemocracy.Lordknows,it'sworthatry.
FromThePriceof'Spin'Versusthe"Truth”byLeonE.Panetta,TheMontereyCountyHerald,September9,2001
http://www.panettainstitute.org/Commentaries/090901.htm
Respondwithyourthoughtsbelow(usethebackifnecessary):
1.Panettasays,“…honesty…workedwellforLong.Whyisitsodifficulttoworkformanyofthoseinpublicoffice
today?”
Doyouagreethatmanypeopleinpublicofficearedishonest?Whydoyouthinkpublicofficialsfinditdifficultto
behonest?
2.DoyouagreewithPanettawhenhesaysthatduetothe“spingame”,thepeoplehavelosttrustingovernment
andpolitics?Why?Whatevidencemakesyouthinkthis?
3.Panettaalsostates,“…abadmessageisbeingsetforfuturegenerationsbythosewhotellpeoplethepolitical
messageratherthanwhatisreallyhappening.”Howdoyouinterpretthiscomment?Doyouagreeordisagree?
Explain.
4.“This[spin]mayprovidesomeshort-termpoliticalgains,butultimately,thenationpaysaterribleprice.”What
pricedoyouthinkPanettaisimplying?