Fence Sitter — A. R. Samson
Controversies of the day, say involving rants from the highest official of the land require some “clarification” by those tasked to clarify even self-explanatory phrases. The spokesman comments for example on what seemed an invitation for soldiers to take liberties with the womenfolk, and dismisses the verbiage as merely an unfunny joke — next question please.
A media encounter is something news subjects fear especially when the topic for the interview involves a crisis that implicates them. Such queries are highlighted by broadsheets and TV news screaming about them in their front pages or prime time news, perhaps involving road rage, broken relationships, bar brawls, collapsing buildings, or dead bodies strewn in the streets.
Screaming headlines point to the likely defendant, designated as the “red meat” on which media intend to feast. The metaphor alludes to lions and Christians as a spectacle for the ancient version of mixed martial arts, at a time when martyrdom for the one with two feet is the only upside. The commemoration in the Christian calendar of a virtuous death in an uneven contest does not apply to those who bring this about, in this case the predatory members of media, both traditional and digital. The latter are also referred to as trolls.
The spokesperson subjected to hostile questioning and the verbal equivalent of clawing of bodily parts and mastication of the same as lunch or dinner, depending on the time of day, is designated specifically for the particular crisis as the protein offering for the day.
This often unwilling raw meat for predatory appetites needs to employ the following approaches: a) She, as in cases involving domestic violence or video recordings of intimate moments involving checking e-mail together without any stitch of clothing, needs to be an authorized proxy (maybe, a feisty lawyer) able to speak with some authority; b) At the same time, the spokesperson needs to possess the attribute of “deniability” — unfortunately, she has misspoken and we have already asked for her resignation; c) The interviewee is not expected to answer all the questions she is being asked, preferring to give replies that have already been pre-approved, never mind if irrelevant. (That is all I am authorized to say.)
The interview, or, when other experts are recruited to join the fray, the debate forum itself isn’t always a set piece in a studio with the hostilities subject to the occasional cease-fire — before you answer that obnoxious question that undermines your integrity and sincerity, let’s take a short commercial break. (Your microphones are still live.)
In a crisis situation, the interrogation is conducted in a disorderly manner. The chaotic scene where the subject is trying to flee and board his car as he is besieged by a slew of microphones with the logos of different news organizations as well as cell phones for live airing is known in media circles as the “ambush interview.” This quaint term derives from a terrorist paradigm which involves combatants lying in wait from a concealed position to wreak havoc on the unwary.
True to this battle metaphor then, the object of an ambush interview is not to provide answers or clarifications but to inflict maximum damage to a person’s self-esteem. The role of the interviewee then is to catch the flak and hopefully still get to his car with limbs securely attached to the body, and in their original sockets.
Denial as a strategy for the designated red meat is the default option. It consists of three words — deny, deny, deny. Often this is a lost cause. Even in the process of defending one’s reputation, one may lash out too wildly at other characters involved and end up with more candidates for the red meat festival.
The offshoot of any media feeding frenzy involves many more fatalities than intended. Some of the casualties will arise from friendly fire. In the famous assassination of Julius Caesar by 13 senators resulting in 22 wounds on the victim, a few stray stabs by the fellow conspirators landed on the senators as well. This is an all too familiar outcome in any demolition job.
In our eponymous meal, the scramble for food results in not a few lions fighting each other and inflicting damage to themselves. Lions attacking in a pride are not always friendly with each other. Red meat, after all, is too enticing a treat not to incite some fighting over it. Besides, meat can be found on both sides of the contest.
A. R. Samson is chair and CEO of Touch DDB.
