Here is my May News & Record Column:
The worst is yet to come. The television attack advertisements that preceded last Tuesday’s primary were just the mild, opening salvo to a full blown assault on our ability to distinguish reality from out of context distortion and emotional manipulation. Distasteful, demeaning, and insulting though they may be, attack ads are a fact of political life and will only increase in intensity until they meet their merciful death after the November elections. In the meantime, here are some ways to neutralize their effect.
Understand when we are being dishonestly manipulated. This is not an easy task for any of us but it’s particularly difficult for new voters. Regardless of their talents and abilities, they live in a world dominated by social media addiction, sound-bite analysis, and TV laugh track emotional conditioning. They are bombarded by a proliferation of so called reality TV where “reality” is defined as scheming, lying, and artificiality. Little wonder they are susceptible to the half-truths and out of context innuendos of many political ads.
With age comes a mix of cynicism and wisdom. Both are useful when sorting out the components of dishonest political advertisements and helping others do the same. Sweeping generalizations derived from out of context quotations; snide, harshly phrased accusations; unflattering – sometimes grainy, black and white – photos; and an overall focus on tearing down an opponent as opposed to building up a candidate, are all red flags.
Support candidates with an honest sales pitch. Classic sales training emphasizes articulating the benefits of your product and backing up these benefits with your product’s good qualities. Selling a candidate to voters is no different. The focus is on the benefits and qualities of your product or service. Belittling and smearing the competition only results in a loss of credibility, not sales.
Imagine a car manufacturer – say Ford – using political attack ad strategy against a competitor – Toyota. There would be a rusty, dirty Toyota in the shadows next to a shiny Ford in the sunlight. The Ford would be bigger, surrounded by flowers and the Toyota would be parked in mud. A, hectoring voice would whine, “Toyota – promised to be clean but didn’t deliver!” There would be a pause and a deeper intimidating voice would slowly repeat the bold letters appearing on the screen: “Toyota – can’t be trusted!”
There’s a reason successful businesses don’t use attack ad strategies; they just don’t work. Consumers see right through them and they backfire. Far better in politics and in business to be straightforward and extol the benefits of your product not the flaws in the competition. We should support candidates who make an honest appeal for our vote based on what they have to offer, not what they say their opponents don’t have to offer.
Channel your anger. No one likes to be manipulated and stereotyped by an anonymous advertising agency as a mindless puppet, moved and motivated by the strings of contextual distortion. Political attack advertisements are demeaning and anyone who doesn’t get angry doesn’t understand what they are trying to do. There is a cathartic value to just getting mad, but if we add action to the catharsis, we accomplish more.
One way to channel our anger is simply to tell our candidates how we feel and ask them to stop. That’s hard to do on a national level, but here in Greensboro, Guilford County, and even at the state level, we have much better access to our potential elected officials. Phone calls, letters, emails, letters to the editor, and face-to-face communication are all options.
Don’t accept the excuse that it wasn’t the candidate who formulated the attack ad; it was her or his “campaign” that did it. That’s a lame defense. Candidates who can’t control their campaign strategy probably should not be elected.
There, of course, is the option of simply not voting for a candidate who persists in attack advertisements but it’s not always that easy. There are cases where both candidates are in the attack mode and it is necessary to select the lesser of two evils. Some voters can also find themselves in a value conflict when a candidate who shares their political philosophy uses an unfair attack strategy.
Become familiar with the mute button. As we get closer to November, keep the remote handy. It provides a sense of control and you can, more peacefully, bide your time until you can implement your own counterattack using the ballot.
