Tag Archives: Kim Yo-jong

Morning Ethics Warm-Up, 2/12/18: The Media’s Cognitive Dissonance Scale Debacle

Good morning!

It’s  a Cognitive Dissonance Scale (CDS) fiasco! I know I’ve been flogging the scale recently, but it’s not my fault widespread ignorance of Dr. Festinger’s invention is running amuck. Here is the scale (again)…

Remember, the theory, born out daily in practice, is that we subconsciously move people, things and ideas up and down the preference scale according to their connections to other people, things and ideas with strong positive or negative scale scores. This was the theory behind Ram Trucks using Martin Luther King Jr. as a pitch man in the much-reviled Super Bowl ad, which we discussed in the post From The Scary Tales Of The Cognitive Dissonance Scale Files: The Ram Trucks Super Bowl Commercial.  [Incidentally, those Ram ad writers weren’t quite as dumb as I thought. While the response to the ad over-all indicated that the Mad Men miscalculated regarding the Scale, some data showed that they were right about the black audience, just not right enough. A Morning Consult survey of 1,579 U.S. adults who viewed the ad indicated that 48%  of African-Americans said the ad gave them a more favorable view of Ram, while 17% said it gave them a less favorable view of the bran,  and 30% said it made no difference. That means that MLK was so high on the African-American scale that his positive value even overcame the negative value of shameless exploitation, and that attaching King to the trucks did, in fact, elevate the product’s scale value.]

Looking again at the scale, let us assume that most rational Americans place North Korea very low. How low? How low can can you go? The poverty-stricken Asian nation is dragged down by the fact that it was (and technically still is) a hostile enemy of the U.S. in the Korean War It is a Communist nation, a dictatorship, a brutal dictatorship, a human rights criminal, and most Americans have “being threatened with nuclear weapons” quite low on their personal scales as well.

For the sake of argument, let’s say North Korea’s CDS value is -100. (Imagine there is a zero after all of the numbers on the scale; the N/S is really of infinite length in both directions.)

Now, what would you say is the scale’s value for the U.S. news media? Journalists are under the delusion that their positive numbers are high. They should be high, and they have always been high before, but the last several years of blatant bias and incompetence have lowered them considerably. For me, the news media is in negative numbers already, but just for the sake of the exercise, let’s say that the news media has a faintly positive public scale score of +20.

How about the Olympics? For some reason the Olympics still have a positive rating on the scale, though nowhere near where it once was. That positive rating is why NBC paid a fortune for the broadcasting rights, hoping for big viewer ratings, but also assuming that the high Olympics Cognitive Dissonance Scale score would yank the network’s own score up the scale.

I’ll peg the Olympics scale rating at +50. I don’t really believe it’s that high, especially the Winter version.

Finally, the last ingredient of this complex Cognitive Dissonance Scale excursion is President Trump. There is no way that the President of the United Sates is in scale negative numbers, which are distinct from poll approval ratings.  If he were a Pet Rock, the office, the history, and the symbolic nature of his role would take any President over the mid-line.  If the Olympics audience were entirely made up of “the resistance,” this would be another matter, but it is not. If anything, I would guess, though I don’t know, that the 30% or so  bitter Trump-haters among the public would tend to be less interested in the national pride orgy the Olympics typically presents than the less-deranged portion of the public. Again, for the sake of the exercise, I’ll put President Trump at -0-, neutral territory.

What has happened since the Olympics began is that the mainstream media has been gushing approval over the North Koreans–their athletes, their creepy cheerleading squad, and most of all, Kim Jong-un’s sister, Kim Yo-jong–all propaganda tools— while sneering disapproval at the President’s representative at the Games, Mike Pence. As some wags on social media have pointed out, this is roughly the equivalent of swooning over Eva Braun during the 1936 Munich Olympics. Wrote the Daily Caller, fairly and accurately, Continue reading

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