70 CHAPTER^6 Audience Analysis
A
lthough spinning and pandering are common
among politicians, journalists, universities,
charities, and so on, these approaches have ethical
implications. Spinning involves selecting materi-
als that favor the speaker’s interests and point of
view; consequently, spin doctors may leave out
inconvenient facts or carefully choose wording that
nudges or bends the listener toward the speaker’s
position. For example, if crime were lower overall
but burglary was up in an area, a speaker advocating
for civilians carrying guns might present the
“skyrocketing” increase in break-ins but omit the
overall crime rates.^5 In contrast, pandering means
providing a message the audience wants to hear,
not necessarily what they need to hear. A politician,
for example, might sidestep the truth about serious
matters and play to potential voters’ unrealistic hopes
or fears.^6 Spin and pandering are not illegal, but they
are arguably immoral if they keep audiences from
hearing the information they need to make realistic
and responsible choices.^7 Consequently, many spin-
ners and panderers have a negative image.
In contrast, Dr. Martin Luther King Jr. was willing
to speak unpopular sentiments.^8 His decision to speak
out against the Vietnam War shocked and upset many
civil rights leaders who believed that King’s stance
could undermine President Johnson, “the presi-
dent who’s done more for Black rights, how can you
take him on?”^9 Even the National Association for the
Advancement of Colored People (NAACP) came out in
opposition to his position. However, Dr. King’s core values, “the power of his faith, his love
of humanity, and an irrepressible resolve to free black people, and other people too,”^10 led
him to tell the truth as he saw it. As a result, Martin Luther King Jr. won the Nobel Peace
Prize.Questions
- When, if ever, have you been aware that a journalist, politician, or other message pro-
vider was spinning a topic? - Is spinning immoral? Explain your answer.
- In what instances, if any, have you heard a speaker pander to an audience? How did
you respond? - Do you agree that pandering is immoral? Explain your answer.
- Give an example of a historical or a current public figure who spoke unpopular truths
that upset his or her audiences. What was the result?
spinning selecting mate-
rial that favors the speaker’s
interests and point of view
pandering providing mes-
sages audiences want to
hear, not necessarily what
they need to hear
ethiCs in
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