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The Spin Zone

By Dean Rotbart

 

Bill O' Reilly, the pugnacious host of Fox News Channel's The O'Reilly Factor, has built a successful journalism franchise battling so-called "Spin."  "Caution," viewers are warned at the beginning of each evening's allocution, "You are about to enter a 'no spin' zone."

 

O'Reilly's popularity taps into a broad public aversion to spin and, by association, public relations.  In most people's minds, there is truth and there is spin.  O'Reilly's promise is to zone in on the truth.

 

The O'Reilly Factor resides on the very same news network that promises to be fair and balanced. (What an innovative concept for a news organization!)   "We report, you decide."

 

The high ratings for both O'Reilly and his FNC comrades demonstrate that their message is resonating with the public.  Indeed, O'Reilly and Fox have spawned a cadre of imitators at MSNBC and other cable news networks who also pledge to cut through the blather.

 

I enjoy watching the O'Reilly Factor.  It is provocative, entertaining, mind candy.  I think Bill O'Reilly is brilliant and whether or not you agree with his stance on the issues, you have to give him ample credit for his public relations skills.

 

You see, the 'No Spin Zone' is a fine example of near perfect-pitch spin.

 

Although he would adamantly deny it (Rule #1), the No Spin Zone is not free from spin.  Like noise canceling headphones, O'Reilly uses counter spin to foster the image of neutrality.

 

O'Reilly does nothing, if not stay on message (Rule #2).  Although my six-year-old daughter is wise enough to see that O'Reilly is anything but impartial, he never ceases to proclaim himself King of No Spin.  Indeed, O'Reilly openly invites guests and letter writers to challenge his open-mindedness.  Heck, more often than not, he even gives them "the last word."  But it is all disingenuous.  On The O'Reilly Factor, there is only one oracle.  If you don't agree with him, you are obviously wrong (Rule #3).

 

Like great comedy actors, O'Reilly works because he always takes his role seriously.  There is never a sly wink or nod to the cameras to acknowledge that he knows he's pulling a fast one on us (Rule #4).  He follows his carefully crafted script to the letter.

 

When I watch The O'Reilly Factor, which I do believe is produced in good fun, I shutter at the power of the public relations tool that O'Reilly has mastered:  Make a populist declaration.  Repeat it endlessly.  Invite criticism; then dismiss it.  Never stray and never let on that you know you are performing a role.  Do it long enough and you will develop a large fan club for your character.  Do it longer still, and you may come to believe your own hype.  Do it long enough, and you may find yourself holding elective office.

 

March 26, 2003

 

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