The Straw Man and the Hallucinating Goldfish

Scientific American explains two media manipulation techniques, the “straw man” and the “weak man”. Know how to spot them and help fight the Hallucinating Goldfish.

In Getting Duped: How the Media Messes with Your Mind, Yvonne Raley and Robert Talisse write:

One common method of spinning information is the so-called straw man argument. In this tactic, a person summarizes the opposition’s position inaccurately so as to weaken it and then refutes that inaccurate rendition. In a November 2005 speech, for example, President George W Bush responded to questions about pulling troops out of Iraq by saying, “We’ve heard some people say, pull them out right now. That’s a huge mistake. It’d be a terrible mistake. It sends a bad message to our troops, and it sends a bad message to our enemy, and it sends a bad message to the Iraqis.” The statement that unnamed “people” are advocating a troop withdrawal from Iraq “right now” is a straw man, because it exaggerates the opposing viewpoint. Not even the most stalwart Bush adversaries backed an immediate troop withdrawal. Most proposed that the soldiers be sent home over several months, a more reasonable and persuasive plan that Bush undercut with his straw man.

The Weak Man tactic is a twist on this…

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Social Media: It’s about the people, not the tools

One of the biggest mistakes businesses make when thinking about social media is that it’s all about the tools — that if only they choose the right software they’ll be a success. That’s about as sensible as thinking your retail business will be successful if only you buy the right bookkeeping software.

Yesterday a client asked:

My friends at [some business] wish to create a social networking section as part of their site, with home pages or profiles for each user. Do you recommend any third party apps for this or a currently operating system?

No, I don’t recommend the tools until I know what the job is.

That question is like being asked, “I want a motor vehicle, can you recommend one?” Before you could answer you’d need to know the requirements. How many passengers? An answer of “6” means a people-mover, not a sports car. An answer of “40” means you need a bus.

Does it have to go off-road? Land Rover time! Does it have to carry 3 tons of bricks? Well, you need a truck, not a car. Do you need to make a social statement with your vehicle? Then maybe you need a Rolls-Royce. Or a Porsche. Or a Ferrari.

Or a packet of Viagra.

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