Spin Cycle

Several years ago, while I was still a young punk learning the dark arts of persuasion and rhetoric, I asked one my professors what propaganda was. He hemmed and hawed a bit, but finally came down to “a type of persuasion that provides a ready-made answer.” Or words to that effect. To be fair, this was a long time ago.

Propaganda, as it’s commonly defined these days, falls into a few major categories:

  • Information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.
  • The deliberate spreading of such information, rumors, etc.

There’s also the Roman Catholic version that pertains to the training and oversight of foreign missions, but that’s not what most people think about when they hear propaganda, and the Catholics are using the traditional Latin meaning of propaganda – to propagate – rather than the political meaning of the word.

There’s an old joke: How do you know when a politician is lying? His lips are moving.

It’s funny that we expect our politicians will lie to us, yet we are constantly surprised when they do. Of course, most of them will gleefully tell you they didn’t lie, you only misunderstood the totality of the events that lead to what you see as a lie. In the long run, it wasn’t that they lied, they were simply victims of circumstances that went beyond their control. And, besides, those other guys did it first, so it’s totally okay.

I’ve got a long and undying love of propaganda posters. The above is a great example of simple propaganda. The ape, with his fangs bared and holding a bloody stick in one hand and a swooning maiden (possibly representing Liberty) in the other tells us a lot about how the artist (Harry Ryle Hopps, c.1917) wanted the viewer to see the Germans. They say a picture is worth a thousand words and this one doesn’t have a single kind one to say about the Germans during WWI. Of course, it’s a poster that’s aiming to get people to join the Army and you don’t win a war by humanizing the enemy.

Posters like this fall perfectly into propaganda because they give us a pre-built answer about to expect from Germans; they’re brutish thugs set on crushing skulls and stealing our women. It promotes information and ideas about an entire nation that are not completely accurate. As an aside, because of images like this a lot of German-Americans suffered discrimination and beatings during WWI. Probably WWII, too.

But this is a long-term propaganda project. WWI ran from 1914 to 1918, with the U.S. being involved only in the very last part. Support for the war in United States was meager at best and it took a lot of propaganda to build up stateside interest in a war on the other side of the ocean.

In the information age, things happen very quickly. While there’s still plenty of time to ratchet up a good long-term propaganda campaign, scandals and events happen and are discovered almost instantaneously. Traditional propaganda doesn’t work in instantaneous timelines. Think about Mitt Romney’s comment about 47% of the population not voting for him because they pay no taxes or Hillary Clinton’s remark about baskets full of deplorables. These are immediate scandals and shooting out some posters or long-term propaganda efforts won’t work.

This is where propaganda twirls madly off into our good friend spin. Think of spin as propaganda light; same great taste, but it applies to more immediate concerns. Whereas a propaganda campaign may be a long-running task, spin happens in the here and now.

The Trump campaign’s response to Clinton’s comment about a basket of deplorables with immediate and predictable spin. “She thinks she’s better than you!” “This shows just how much Hillary Clinton hates real Americans.” On and on and on.

And you know what? Clinton made a huge mistake with that line. She’s a career politician and should have seen the response to her comment coming a mile away. Just like Romney should have seen the response to his 47% comment coming a mile away.

Argumentation requires a clash of ideas. I say X. You say X goes to far. I retort that your plan, Y, doesn’t go too far enough. That sort of thing is what discourse is supposed to be made of. Propaganda ignores the clash of ideas because it quashes them entirely. Spin ignores the clash of ideas of by completely ignoring the argument in the first place and spinning off into someplace else entirely. Take, for instance, Clinton’s comment about the basket of deplorables:

“I know there are only 60 days left to make our case — and don’t get complacent, don’t see the latest outrageous, offensive, inappropriate comment and think, well, he’s done this time. We are living in a volatile political environment. You know, to just be grossly generalistic, you could put half of Trump’s supporters into what I call the basket of deplorables. Right? The racist, sexist, homophobic, xenophobic, Islamaphobic — you name it. And unfortunately there are people like that. And he has lifted them up. He has given voice to their websites that used to only have 11,000 people — now 11 million. He tweets and retweets their offensive hateful mean-spirited rhetoric. Now, some of those folks — they are irredeemable, but thankfully they are not America.”

“But the other basket — and I know this because I see friends from all over America here — I see friends from Florida and Georgia and South Carolina and Texas — as well as, you know, New York and California — but that other basket of people are people who feel that the government has let them down, the economy has let them down, nobody cares about them, nobody worries about what happens to their lives and their futures, and they’re just desperate for change. It doesn’t really even matter where it comes from. They don’t buy everything he says, but he seems to hold out some hope that their lives will be different. They won’t wake up and see their jobs disappear, lose a kid to heroin, feel like they’re in a dead-end. Those are people we have to understand and empathize with as well.”

Hillary Clinton – 2016

The spin came from focusing exclusively on part of her statement and completely ignoring the rest of the argument. Were some of Trump’s supporters sexist, racist, xenophobic jackasses? Sure. Was it half? I don’t know. I work with plenty of Trump supporters and plenty of people who fall into the second basket – the folks who held their noses and voted. They’re all decent people who didn’t think Clinton would do a good job.

The spin – saying Clinton’s comment showed her contempt for everyday Americans – ignored the entire second paragraph. It was the rhetorical version of saying so’s your face. And guess what? It worked.

It worked because we don’t want argumentation. We want immediate, crushing, bumper-sticker logic that we don’t have to think about. We don’t want “Four score and seven years ago”, we want “Hillary for Prison 2016” because that’s easier to digest.

This is primarily a writing blog, so you may be asking yourself exactly what political spin has to do with writing. Hunter S. Thompson could probably tell you why it’s important, but he was a political writer. In the world of fiction, understanding spin gives you a great way for characters to rationalize their behavior, even at the macro level.

Think about this way: if spin works well enough to determine international politics, it should work quite nicely with fictional characters and plots. If you’re writing fiction, you can use spin and propaganda techniques to your advantage.

There are always motivations in story-telling. Why does a character do something? Why does the villain do such heinous things? The cool thing about using propaganda and spin techniques in writing is you don’t have to feel like you need a shower when you’re done. Unlike the real world, using those skills in fiction only impacts made-up characters and places, so your karma will still be free of taint.

For instance: I’m currently working on Greetings From Sunny Aluna. It’s essentially a fantasy novel with drugs, religion, and real-world implications in a place where magic and mythology collide. Gutter fantasy, if you will. Very bad things are happening and the baddies need reasons to do those things and justify their actions to themselves. Even the good guys do less-than-savory things. They use propaganda and spin techniques to sell their actions to themselves and the other characters. Henchmen was basically one big propaganda and spin job with guns and cheeseburgers, but it was a pretty political novel to begin with.

Besides, if you want to see how propaganda and spin can be used effectively in story, just ask this guy.

5 thoughts on “Spin Cycle

  1. When I too was a young punk learning the dark arts of persuasion and rhetoric, one of my professors asked, “What’s the word for convincing people of the benefit of something?” My reply was, “Propaganda?” Ironically, the answer he was looking for was, “Advertising.”

  2. Propaganda has always interested me. I remember first encountering it in history lessons in school – join the (whatever country) army, protect yourself/your family/the world from (these people) etc – and being absolutely fascinated. I ended up working in marketing and communications for a while later in my life and recognised many common factors.

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