Felix J Grobler
Ariana Paliobagis
English 121
Essay 3, Final Draft
5th of May 2008
© 2008
The Beauty of Spin Control
Being able to put an unsuspecting spin on an issue is a great skill and a beautiful thing at that. The lead character of the movie Thank You For Smoking embodies the art of spin control; he never seems to be at a loss for words and always has an intelligent rebuttal on hand, even when it seems that he is finished for good. Somebody well-versed in the tools of rhetoric can argue any point of an issue, even when it conflicts with what is accepted to be true by the general consensus of society. The ability to do just this represents spin control. Having this innate ability to a put a spin on any issue and come out on top, through the use of this skillful use of rhetoric, represents power.
Spin control could be defined as the attempt to evoke a specific desired public response through the presentation of biased or select information, but there is more behind the idea of spin control. Spin control does not mainly involve using manipulative techniques to distort reality. Rather, it involves how or from what angle a certain point is argued. Spin control allows its user to put an issue into a new light, possibly redrawing the lines of conflict. Using spin control properly can turn the initial argument around on the person it originated from, since spin control embodies the use of inventive and surprising counter-arguments. The movie Thank You For Smoking shows a few wonderful examples of the proper use of spin control.
In the movie Thank You For Smoking the main character, Nick Naylor, is a lobbyist in charge of defending big tobacco from the legislation and litigation brought forth by the opposition. Nick Naylor possesses all the skills that are required to be great orator; he is a great public speaker and is able to argue almost any point with ease. His confidence in his own skills as a lobbyist are quite extensive as well. But a little bit of arrogance actually helps in his line of work because it exhibits his confidence in himself, and, more importantly, in his own ideas or arguments. He truly believes in the powers of rhetoric, as this quote directed towards his son, shows: “If you argue well then you are never wrong.” According to his statement, the truth is unimportant, since it can be manipulated through rhetoric to ensure triumph. Being aware of this notion, Nick Naylor, uses this power during the movie.
The leading character essentially finds big tobacco an enticing challenge, allowing him to hone his argumentative skills by taking a position that few could plausibly defend, but for which he seems to be born for. It is spin itself that Nick Naylor worships. Spin is the ability or the art of making a seductive and convincing point, no matter how monstrous or irresponsible that task would seem at first. Nick Naylor has found something that few people are able to: he has found a job that he loves; he loves the challenges it represents and how he can use his argumentative skills to overcome them. In the end, Nick Naylor is battling with his opposition according to the rules of the system established here in the United States, which encourages these tactics to be used. There are numerous parts of legislation that are introduced or essentially controlled through lobbyists; many people often do not recognize the enormous sphere of influence that they have on today’s government. Lobbyists are battling a system, the government, which encourages their tactics.
Rhetoric may be used to do good or evil, pursue the truth or twist it, but that by itself just proves its power and versatility. This paper will not be exploring the moral implications of using rhetoric, but rather the power, and the ability of persuasion it conveys upon a great orator. Achebe, who talks about the power and importance of language, mentions the ability to misuse it: “It has long been known that language, like any other human invention, can be abused, can be turned from its original purpose into something useless or even deadly” (Achebe 597). In the case of this movie the orator was forced to argue for cigarettes and against the general beliefs society has in their effects on health. This makes for a very challenging argument, since many people are not even willing to listen to any arguments, having made up their mind on the issue a long time ago. Therefore in order to be able to defend big tobacco a lot of persuasive skill is required.
The extent of one’s ability to use language in order to express oneself directly reflects one’s level of education. Being able to communicate well is part of a well-rounded education. Rhetoric represents the art or technique of using language effectively in order to persuade. Socrates believed it to be more important to “win a debate…than discover the truth” (Plato 539). Nick Naylor seems to live by this philosophy. Nick Naylor is ready and willing to dispute any scientific evidence that shows smoking causing cancer. He works for the Academy of Tobacco Studies, which on behalf of big tobacco produces research on the effects of smoking cigarettes. The Academy’s research was considered dubious at best by their opponents. But, Nick Naylor does never during the movie claim outright that smoking cigarettes does not cause cancer, since that would prove to be an argument almost impossible to win. He rather abstains from discussing that part about cigarettes and uses other areas of discussion to win his arguments.
Without language, society would not be able to function. Society represents a group of people characterized by a set of common interests and similar cultural backgrounds. Communication between the people is what allows a society to function, because a group as large as society needs to be oriented into a common direction to achieve its interests. “Unquestionably, language was crucial to the creation of society. There is no way in which human society could exist without speech” (Achebe 593). It follows that, without language skills, a person will not be able to function well as part of society. It may also be argued that the greater someone’s language skills are the easier they will find being part of society and being successful in that position. Language skills are not only composed of written language, but spoken language and the critical thinking needed behind forming arguments in that form. Communication skills, written and oral, are an important part of everyone’s education. Without language, we would lack a medium in which to interact, which would prove detrimental to the workings of society. When people are unable to communicate even at the simplest level can easily lead to misunderstandings, which without language to reconcile them would often escalate.
Proper use of rhetoric allows an orator to persuade people in the way that they see fit. Rhetoric is used in everyday life, and has an effect on all the members of society. For example, the media uses rhetoric in advertising everyday, in order to persuade people to buy the advertised product. Any form of advertising incorporates rhetoric. Advertisements often subliminally suggest certain things happening as a result of purchasing their product. A cigarette commercial might depict a very successful, handsome and energetic person smoking, suggesting that by buying that car, the new owner would become more like the person in the commercial. Spin control was used to switch the attention away from the negative connotations of smoking, the health effects involved, towards more positive aspects.
The true beauty of spin control is its ability to provide unexpected twists to an argument. By wielding spin control effectively, the roles of the parties arguing can be switched, but this only works if there are distinct roles that have been established. In a lot of arguments there seems to be an aggressor of sorts, like Senator Finistirre; someone who is confident about their argument, maybe a little too confident because it coincides with the common consensus. By using spin control the initial aggressor can be put into a figurative defensive retreat, being completely surprised by the counterattack since they were so confident in their argument. There are numerous instances in the movie where this form of spin control is used effectively.
The movie starts out with Nick Naylor being present at a talk show discussing the effects of tobacco on children; in order to underscore this point, the talk show invited a young teenage boy in a wheel-chair suffering from cancer, attributed to his former smoking habit. At the beginning of the talk show, Nick Naylor is universally hated by the audience. At the time, there seems to be no hope for him. The audience is booing him and in general only showing hatred towards him. Instead of giving up, he fights back. During his rebuttal, he states that it is in the cigarette companies’ best interests to keep the child healthy since they will make more money that way. Nobody had expected this type of response out of him, and his opponents are stunned and unable to come up with a coherent counter attack. The rebuttal drew not only on logic, but also on emotion. It triggered the emotions of the audience, because it showed that it had never been big tobacco’s intention to cause the boy any harm and that they felt for his hardship. In terms of logic his argument was very simple and straightforward, which ensured that everyone was able to understand it. The counter-argument is completely void of morals, but this works in Nick Naylor’s favor, since he and the companies he represents had continually been accused of acting amorally. These preconceived notions held by the people about the tobacco companies actually help the audience accept the counter argument, since it coincided with their original beliefs. Nick Naylor was able to turn a possible liability, the negative stigma of tobacco companies, into a positive, a tool of rhetoric to support his arguments.
Great persuasive speakers adapt their arguments to their audience. They will consider the morals and interests of their target audience when appealing to them. According to Cicero, this needs to be done in the introduction or exordium: “An exordium is an address bringing the mind of the hearer into a suitable state to receive the rest of the speech, and that will be effected if it had rendered him well disposed towards the speaker, attentive, and willing to receive information” (Cicero 571). It is hard for a speech to be successful if it is not set up properly. During the movie there are a few instances when Nick Naylor softens up the crowd before making his argument. For example at the beginning of the movie when Nick Naylor is appearing on a television talk show, he begins with a statement expressing his condolences about the child’s condition before he initiates his counter argument.
Another instance in the movie where Nick Naylor harnessed the full powers of spin control was in the senate committee hearing on the tobacco warning label towards the end of the movie. Senator Finistirre is trying to introduce a bill that would label all cigarette packages sold as poison, in writing and with a symbol. In the beginning, Nick Naylor is attacked for supporting big tobacco; Senator Finistirrre makes a conscious attempt at labeling him a mass murderer. Nick counters this, first, by highlighting how many other things cause death every day. Later on, he points out that heart disease, or the cholesterol that causes it, is the leading cause of death in the United States today, ahead of cancer. He attacks Senator Finistirre, a senator from Vermont, for clogging the nation’s arteries with Vermont cheddar cheese. The saying that the best defense is a great offense holds true in the case of rhetoric too. Nick Naylor was able to turn the tide on Senator Finistirre. The senator was stunned by his counter argument. The only thing the Senator could think of to respond with was to label the idea insane, but he was unable to bring forth a logical and concise argument to back up this reasoning. The senator was unable to deal with the element of surprise. An important part of spin control is the psychological effect of surprise, because if someone is surprised by a specific response or counterargument it means that they are unprepared to state a rebuttal.
Throughout the movie, the power of spin control is depicted and used to great success. Nick Naylor is a true master of rhetoric and, more specifically, spin control. He made his ability to talk and argue into a job that he loves and succeeds at. This movie allows us to see that the ability to use rhetoric in an artistic manner can be beneficial to an orator. Rhetoric may be used for good or evil, either way it is adept at influencing everything around it. The same holds true for spin control. Lobbyists are not the only ones who use spin control. Some politicians and advertising agents thrive on it. In anything to do with public communication rhetoric and spin control can be used to influence the opinions of people. Spin control embodies one of the most useful tools of rhetoric and one that we should all be aware of.
Appendix Materials:
Plot Summary:
The chief spokesperson and lobbyist Nick Naylor is the Vice-President of the Academy of Tobacco Studies. He uses his talents in public speaking and debate to defend the tobacco industry in the most difficult situations. His task, of promoting the tobacco industry in a time when the health hazards of the activity have become too great to ignore, seems nearly impossible. He is friends with two fellow lobbyists, they are Polly Bailey, who works in the Moderation Council defending the alcohol industry, and Bobby Jay Bliss, who represents the gun manufacturers’ own advisory group S.A.F.E.T.Y. Together they make up the M.O.D. Squad a.k.a. Merchants of Death. They frequently meet and discuss the current issues affecting their line of work. Vermont’s Senator Finistirre represents Nick’s greatest opposition, he is proposing a law that would feature an image of a skull and cross bone and the inscription “Poison” on every pack of cigarettes sold in the United States. Nick’s son, Joey Naylor, lives with his mother and her boyfriend doctor. It is important to Nick for his son to understand the intricacies of his job. In order to do this Nick takes his son along on several of his business trips. The reporter Heather Holloway ends up betraying Nick by disclosing certain information about him in an article, which she had coerced out of him during sex. The article she writes exposes a lot of background information about Nick Naylor; the existence of the M.O.D. squad and a lot of Nick Naylor’s personal beliefs are relieved in the article. At first his world seems to be in danger of collapsing and he becomes depressed. But then his son comes and visits. This is an excerpt of their conversation, which ends up inspiring Nick to quit feeling sorry for himself and start fighting back again:
Joey Naylor: Why are you hiding from everyone?
Nick Naylor: It has something to do with being generally hated right now.
Joey Naylor: But it’s your job to be generally hated.
Nick Naylor: It’s more complicated than that, Joey.
Joey Naylor: You’re just making it more complicated so that you can feel sorry for yourself. Like you always said, “If you want an easy job, go work for the Red Cross.”
At this point in the movie Nick returns to his “A” game. He goes ahead and meets the Vermont senator in the congressional meeting on the law that would relabel cigarette packages as poison. As usual Nick is able to hold his ground well with his immense skills of spin control. He even is labeled as the Sultan of Spin during the movie. The movie ends with him working for a new industry and introducing the present executives to the beauty of spin control. After Nick gives them a statement that they can respond with to their aggressors the three executives sigh in relief. This marks the end of the movie, his final quote is quite memorable:
Nick Naylor: Michael Jordan plays ball. Charles Manson kills people. I talk. Everyone has a talent.
Another one of Nick’s favorite sayings, mentioned throughout the movie, is that ninety percent of what is done in this world is done in order to pay for a mortgage of some kind.
Nick Naylor Testifies Before A Congressional Committee
On The Possible Warning Label For Cigarettes
Senator Finistirre: Please state your name, address, and current occupation.
Nick Naylor: My name is Nick Naylor. I live at 6000 Massachusetts Avenue. I am currently unemployed but until recently I was the Vice President of the Academy of Tobacco Studies.
Senator Finistirre: Mr. Naylor, as Vice President of the Academy of Tobacco Studies, what was required of you? What did you do?
Nick Naylor: I informed the public of all the research performed in the investigation on the effects of tobacco.
Senator Finistirre: And what, so far, has the Academy concluded in their investigation into the effects of tobacco?
Nick Naylor: Well, many things actually. Why just the other day they uncovered evidence that smoking can offset Parkinson’s disease.
Senator Finistirre: I’m sure the health community is thrilled. Mr. Naylor, who provides the financial background for the Academy of Tobacco Studies?
Nick Naylor: Conglomerated Tobacco.
Senator Finistirre: That’s the cigarette companies.
Nick Naylor: For the most part, yes.
Senator Finistirre: Do you think that might affect their priorities?
Nick Naylor: No. Just as, I’m sure, campaign contributions don’t affect yours.
Senator Lothridge: Mr. Naylor is not here to testify on the goings on of the Academy of Tobacco Studies. We’re here to examine the possibility of a warning label on cigarettes. Now, Mr. Naylor, I have to ask you out of formality, do you believe that smoking cigarettes, over time, can lead to lung cancer and lead to other respiratory conditions such as emphysema.
Nick Naylor: Yes. In fact, I think you’d be hard pressed to find someone who really believes that cigarettes are not potentially harmful. I mean — show of hands — Who out here thinks that cigarettes aren’t dangerous?
Senator Dupree: Mr. Naylor, there’s no need for theatrics.
Nick Naylor: I’m sorry. I just don’t see the point in a warning label for something people already know.
Senator Dupree: The warning symbol is a reminder, a reminder of the dangers of smoking cigarettes.
Nick Naylor: Well, if we want to remind people of danger why don’t we slap a skull and crossbones on all Boeing airplanes, Senator Lothridge [Rep. Washington]. And all Fords, Senator Dupree [Rep. Michigan].
Senator Finistirre: That is ridiculous. The death toll from airline and automobile accidents doesn’t even skim the surface cigarettes. They don’t even compare.
Senator Finistirre: Oh, this from a Senator who calls Vermont home.
Senator Lothridge: I don’t follow you, Mr. Naylor.
Nick Naylor: Well, the real demonstrated #1 killer in America is cholesterol. And here comes Senator Finistirre whose fine state is, I regret to say, clogging the nation’s arteries with Vermont Cheddar Cheese. If we want to talk numbers, how about the millions of people dying of heart attacks? Perhaps Vermont Cheddar should come with a skull and crossbones.
Senator Finistirre: That is lu –. The great state of Vermont will not apologize for its cheese!
Senator Lothridge: Mr. Naylor, we are here to discuss cigarettes — not planes, not cars — cigarettes. Now as we discussed earlier these warning labels are not for those who know but rather for those who don’t know. What about the children?
Nick Naylor: Gentlemen, it’s called education. It doesn’t come off the side of a cigarette carton. It comes from our teachers, and more importantly our parents. It is the job of every parent to warn their children of all the dangers of the world, including cigarettes, so that one day when they get older they can choose for themselves. I look at my son who was kind enough to come with me today, and I can’t help but think that I am responsible for his growth and his development. And I’m proud of that.
Senator Finistirre: Well, having said that, would you condone him smoking?
Nick Naylor: Well, of course not. He’s not 18. That would be illegal. Senator Finistirre: Yes, I’ve heard you deliver that line on 20/20, but enough dancing. What are you going to do when he turns 18? C’mon, Mr. Naylor. On his 18th birthday will you share a cigarette with him? Will you spend a lovely afternoon — like one of your ludicrous cigarette advertisements? You seem to have to have a lot to say about how we should raise our children. What of your own?
What are you going to do when he turns 18?
|
|
Naylor: If he really wants a cigarette.
I’ll buy him his first pack.
|
|
Work Cited:
Achebe. “Language and the Destiny of Man.” Reading the World: Ideas That Matter. Ed. Michael Austin. New York: Norton, 2006. 592-600.
American Rhetoric. Movie Speech: Thank You For Smoking. 18 April 2008. <http://www.americanrhetoric.com/MovieSpeeches/moviespeechthankyouforsmoking2.html>
Cicero. “On Rhetorical Invention” Reading the World: Ideas That Matter. Ed. Michael Austin. New York: Norton, 2006. 570-575.
IMDb: The Internet Movie Database. Memorable Quotes for Thank You For Smoking.
13 April 2008. <http://www.imdb.com/title/tt0427944/quotes>.
Movie: Thank You For Smoking. (2005) FOX Studios.
Plato. “Gorgias.” Reading the World: Ideas That Matter. Ed. Michael Austin. New York: Norton, 2006. 539-548.