The Ethics of Spinions (Spinning Minions)
Being rather interested in politics, I spend a fair amount of time following the news of the day. Not surprisingly, I get to see numerous spinning minions (spinions) working their talking points. In the context of politics, a spinion is a person who takes on the role of presenting the talking points of the ideology being represented. In general, the spinion has two main tasks. The first is to make his/her side look good and the second is to make the other side look bad. Truth is, of course, not really a point of concern. Naturally, there can be spinions in other areas as well, such as business, religion and academics.
One somewhat interesting thing about spinions is that it is often rather easy to tell when a person is in spinion mode. In many cases, there seems to be a certain change in the facial expression, eyes and voice of the person as s/he begins to spin. This reminds me of the fact that in the Pathfinder role playing game characters can use their perception skill to notice whether another creature’s will is not its own. That is, whether it is charmed, dominated or otherwise being controlled. Being a gaming nerd, I imagine the spinion look is what a person would look like in such cases. More scientifically, research has shown that the brain actually undergoes internal changes when a person is thinking about ideological matters: “Essentially, it appears as if partisans twirl the cognitive kaleidoscope until they get the conclusions they want, and then they get massively reinforced for it, with the elimination of negative emotional states and activation of positive ones.” Given this, it is not surprising that a person’s external behavior would be altered in discernible ways when engaged in spinning behavior. After all, emotional changes are often manifested visibly in changes in behavior and voice. However, my main concern is not with spotting spinions (although there is probably some interesting research to be done here) but with the ethics of spinions.
When I observe spinions in action, what I mainly notice is that they relentlessly present their side in a favorable manner while being equally relentless in casting the other side(s) in a negative manner. In the context of United States’ politics, this spinning has reached the point that any concession to or positive view of the other side is regarded as traitorous. For example, when Bill Clinton spoke of Mitt Romney having a sterling business record, this created a bit of a political storm. I would present other examples, but they are rather rare-in these times it is almost unheard of for one side to say anything positive about the other.
Another disturbing aspect of the ways of spin is that truth and principle seem to be of little importance. Each spinion attempts to construct a narrative favoring his side and damning the other, warping and ignoring facts as needed. For example, the Republicans bashed Obama because the worth of the middle class fell on his watch but they conveniently ignored the fact that this worth had been falling since before Obama was in office. Similarly, the Democrats bashed Romney regarding Massachusetts’ economic woes while Romney was governor, conveniently ignoring facts that went against this narrative.
Needless to say, spinions seem to also have no qualms about making use of fallacies and rhetorical devices in the place of reason. To see this is the case, simply turn to the 24 hour news station of your choice and watch. You might want to have a book on fallacies on hand to catalog all the examples you will see. This is, of course, prudent of them: while it makes me sad, fallacies and rhetoric are far more effective than good reasoning when it comes to getting people to believe.
Grounding this behavior seems to be the idea that what matters is beating the other side. The view seems to be, as Hobbes would put it, that “profit is the measure of right.” This is perhaps most clearly put by Mitch McConnel, namely that the Republicans top priority should be making Obama a one term president. Rather than, for example, working hard to get us out of the depression. While Democrats are not as overt about this as their Republican associates, it is obviously still a factor.
As might be suspected, I regard the behavior of the spinions as morally dubious at best. After all, they engage in willful manipulation of the facts, they employ rhetoric and fallacies to sway people, they cannot acknowledge anything right or good about the other side, and seem to be solely concerned with achieving victory for their side (or the side that pays them). This spinning has contributed to the high levels of polarity in politics and had made it rather difficult for issues to be discussed rationally and fairly. I would even go so far as to say that this has harmed the general good through its impact on politics. As such, the spinions are a source of considerable moral concern.
One rather obvious counter is that the job of the spinion is to do exactly what they do and this is a legitimate activity. While philosophers and scientists are supposed to seek facts and engage in good reasoning so as to determine what is most likely to be true, this is not the role of the spinion. Their role is rather like that of any spokesperson or advertiser, namely to sell their product and see to it that the competition does not succeed. This is not a matter of right or wrong and truth or falsehood. Rather it is a matter of selling product, be that product soap or a political party. This sort of selling is how the consumer market works and thus the spinions are acting in an acceptable way.
I do agree that parties do have a legitimate right to have people who speak in their favor and against their opposition. However, the spinions appear to present a danger to society similar to that of the sophists. That is, they seem to be focused solely on the success of their side rather than on what is true and good. Since the top spinions are routinely given time on national and worldwide television, they have a rather substantial platform from which to spread their influence. Spinions are often presented as commentators or panelists (and sometimes they are actually presenting the news) which, as I see, creates a problem comparable to allowing corporate spokespeople to advertise their products under the guise of being panelists or commentators. That is, the spinions often seem to simply be presenting political commercials for their side while not having these ads labeled as such. This can mislead people who might think that they are getting an objective report when they are, in fact, essentially just getting a political advertisement in disguise.
A counter to this is that the spinions are presenting the views and talking points of their respective sides and this is not advertising. After all, there will sometimes be opposing spinions spinning in opposite directions on the same panel or in the same segment. Further, the spinions are often presented as being spokespeople for specific parties or candidates.
One reply is that this is still like advertising. After all, networks are happy to sell time to competitors so that a viewer might see an advertisement for Coke followed by one for Pepsi. Also, while some spinions are identified as such, this is not always the case. As such, people do often get misled into thinking that what they are hearing is a matter of fact when it is, in fact, merely spin.
The obvious counter to this is that the spinions are protected by the right to free speech and hence are free to spin away even when doing so is detrimental to the public good and what they say is contrary to fact.
This, I will agree, is true-spinions do not lose their right to express their views (or the views they are paid to express) just because they are spinning. However, the news networks who enable them to spin (or even hire them to spin) are not obligated to provide the spinners with a platform or to let them operate largely free from critical assessment. Obviously enough, having opposite spinners spinning away is not the same thing as having critical assessment of the spin. In fact, spinning is the opposite of what the news is supposed to do, namely present the facts objectively. As such, there should be greater effort to contain spin and to ensure that spinners are clearly identified as such. Finally, what the spinions do is wrong-they should stop doing what they do.