Fence Sitter
A. R. Samson
Most politicians, especially the one at the top of the pyramid, despair of their remarks being warped out of their original intent when reported by media. Excerpting a phrase from a lengthy address is certain to simplify and mischaracterize a speech. If a 130-minute rambling address only picks up one phrase, say “give us back our bells,” the observer who didn’t watch the performance is sure to have a thought balloon — What about the reefs? Anyway, there was nothing to excerpt on that subject.
The sound bite (or video clip) easily becomes the headline of a media story.
Is it the need for a commercial break on TV or the shrinking attention span of the gadget culture that makes the “sound bite” inevitable? Convoluted answers from news subjects to a question thrown at them in an interview need to be captured in short video clips. The very short summary, excerpted from the diarrhea of words arising from a constipation of thought (as my old history professor would put it), is intended to characterize the response, giving the whole discourse a certain slant.
The post-speech confrontation with rallyists outside the assembly hall was a short encounter even on live TV. The significance of this event was more the fortitude of the leader in confronting a feisty crowd that interrupted his unscripted remarks with chants of “peace talks.” With all the noisy exchanges in a fraught setting, the clipper of sound bites has to find the right phrase, ranging from “let’s respect each other” to “So, what are you going to do, shoot me?” Other taunts may not be printable anyway.
In a lynch mob atmosphere that is not hospitable to a nuanced explanation replete with participial phrases and modifiers. Thus, a subject implicated in a sexual harassment case and besieged by reporters to give an explanation may be left with little choice but to give a short denial as he alights into his car surrounded by bodyguards fending off microphones being thrust in his face — I do not even know that woman.
Such blanket denial of knowledge can be risky when photos appear the next day with the woman in tow, which calls for another sound bite — that was just at a party. We happened to be both guests. And we were not properly introduced.
The one-on-one TV interview allows for a more extended elucidation of a position or incident, especially when the interviewer allows the subject to finish his sentences, without interruption. This more relaxed conversation, sometimes in the patio of the subject’s home, can feature a host that has done her research and studiously keeping any biases in check. Even in this setting, the subject has to be aware that excerpts may be recycled into the news and a sound bite extracted from his nuanced reply.
News subjects are always cautioned by their PR mentors not to lower their guard with media. Any words that are uttered by the interviewee are fair game, even when the cameras are not rolling, and people are just milling around having donuts and coffee. Such advisers familiar with the penchant of media for sound bites are ready to provide their own. This feed ensures that it is the desired slant that prevails — I was not her first victim.
Media, both traditional and social, have turned interviews and profiles into a search for the abbreviated tag. The convoluted answers are simplified into their digestible parts. And the choice of excerpts is unfortunately left to the ones covering the event, and influenced by their biases. History itself has picked sound bites to characterize its subjects. Wasn’t Marie Antoinette forever associated with her dismissive attitude towards the poor — let them eat cake? And isn’t this royal apathy seen as the cause of the French Revolution. Never mind if she didn’t really say it. (I was misquoted.)
In an acrimonious feud between politicians, say two senior legislators belonging to the inner circle of the ruling party, the contentious issue, if there ever was lost in the fog. The sound bite and takeaway story involves a catfight between their partners. The media coverage of such verbal exchanges becomes a battle of sound bites, until the media and the public lose interest.
That’s the signal for the once feuding personalities to give each other a public hug, with the sound bite/headline — it’s over.
A. R. Samson is chair and CEO of Touch DDB.
ar.samson@yahoo.com
