Ben Fritz of Spinsanity is up in arms about a Howard Dean sound bite re: Bush’s “Clear Skies” initiative, which will reduce air pollution less than is called for under the current terms of the Clean Air Act: Dean foggy on “Clear Skies”.
Fritz says Dean is implying that Bush’s proposal would lead to increasing air pollution beyond current levels. What Dean actually said, in speaking with Tim Russert on a recent Meet the Press episode, was this: “The Clear Skies Initiative which basically allows you to put more pollution into the air…”
Now, as anyone knows who pays any attention to commercials, comparative words like “more” and “less” (or “brighter”, “cleaner”, “stronger”, etc.) are the favorite tools of those who write ad copy, since they are essentially meaningless in the absence of an explicit frame of reference. You can loudly trumpet that your new burger has “Less Fat!!”, and as long as the thing is not 100% lard you’ll be safe from a truth-in-advertising claim, since you didn’t say less fat than what. You’re basically enlisting your audience, making them co-conspirators in their own deception, since they will predictably supply a “reasonable” frame of reference in order to interpret your unspecified comparison.
Dean’s obviously doing that here. Yeah, if he were being scrupulously honest, and seeking only to inform listeners, he would have been more specific, saying something like, “The Clear Skies Initiative, which basically will allow corporations to put more pollution into the air in the future than the Clean Air Act currently calls for.” But that isn’t how the game is played. It certainly isn’t how Bush is playing it, choosing a label like “Clear Skies” for what is, in its essence, a weakening of the Clean Air Act’s provisions for future air clarity.
I guess you could say that what the Bush people meant when they chose that name is that our skies are clear enough already, so let’s do away with the stricter air-quality standards that the Clean Air Act will require in future years. But if you said that all the grownups in the room would laugh at you.
So yeah, Dean is spinning. But Bush’s spinning in this case is much more blatant.
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