
It struck me last night that the Iowa caucus is political world’s equivalent of Memorial Day, the traditional beginning of the summer movie season.
Barack Obama and Hillary Clinton are the tentpole, big budget releases, John Edwards is the There Will be Blood type of independent film, and the rest of the field make up the film festival circuit.
That, got me thinking about how about a decade ago,the marketing departments of the major movie studios began heavily practicing contextomy, where bad or tepid reviews are taken out of context for commercials and newspaper ads.
As the “opening weekend” has become so important for the success of a movie, it has become a really common PR/martketing tactic. In fact, it’s gotten so common that whenever I see a blurb for movie that reads “…a miracle…,” I immediately assume that the original line is “It’s a miracle this movie got made,” or a pullquote that reads, “I loved every moment…” my brain fills in the blanks: “…of my life before I saw this movie but now possessed by its horrific badness, I am going to kill myself.”
Contextomy became a scandal on the Great White Way this fall when the NY Drama Critics launched a commission to look into its seemingly pervasive use. Be on the lookout for “The Magic Blurb Theory” wherein a single, pristine blurb is used multiple times to explain the success of the dreck now on Broadway.
Anyway, it seems like Barack Obama’s people are getting into it as well. In his recent commercial about his healthcare plan, he not only uses contextomy to make his plan sound better than it actually is but also a bunch of other PR and spin tactics:
It attributes to The Washington Post a line saying Obama’s plan would save families about $2,500. But the Post was citing the estimate of the Obama campaign and didn’t analyze the purported savings independently.
It claims that “experts” say Obama’s plan is “the best.” “Experts” turn out to be editorial writers at the Iowa City Press-Citizen – who, for all their talents, aren’t actual experts in the field.
It quotes yet another newspaper saying Obama’s plan “guarantees coverage for all Americans,” neglecting to mention that, as the article makes clear, it’s only Clinton’s and Edwards’ plans that would require coverage for everyone, while Obama’s would allow individuals to buy in if they wanted to.
Sure, sure – everybody does it. I’m just saying – if he stands for change, he shouldn’t stand for spin.
Obama’s campaign is beginning to look like a bad, big budget movie and that because of the artful use of contextomy, Iowa was his big opening weekend.
Taking the movie analogy another step forward, hopefully the independent movie that is John Edwards is able to harness the momentum from his second place finish to platform release effectively across the nation.
I’m crossing my fingers.
John Edwards is also “The People’s Candidate” which means – if you can smell what he’s cooking – that he’s always ready to unleash the People’s Elbow on some candy asses.