senior advisers to the candidates." And, as we certainly know bynow, the White House "Spin Doctors" are the best at weaving thepolitical fantasies they want us to hear and creating responseswith "sincere" solutions to enemies and disasters to allay ourconcerns.Why is "spin" so predominant in today’s political and celebrity-obsessed climate? Is there a cadre of diabolical public relationspeople, strategically placing euphemisms, non-denial denials andother intricately placed band-aids (to cover mistakes) and bits intheir candidate’s or client’s speech? Is it the media’s fault, withthe press constantly shoving microphones into the faces of politicians and celebrities, and demanding answers? Or shouldwe, the public, take partial responsibility – due to an attentionspan that grows shorter and shorter as excess information spillsin and out of our already-cluttered minds.How would we even recognize authenticity and credibility today if we met it? Or, knowing that "spin" is so often woven throughspeeches and press-releases, have we become cynical, world-weary and believe nothing?In business, at least, we find a growing trend of honesty today,called transparency, the result largely due to today’s technology.It has just simply become more and more difficult to put one overon the public. Mistakes revealed on the internet or TV can placecorporations in jeopardy. This public exposure forces them to ownup, apologize and improve. Gilmore and Pine, in their recentbook,
Authenticity: What Customers Really Want
, put forth thethesis that businesses need to address the problem of managing"...the perceptions of real or fake held by the consumer’s of [an]enterprises’s output – because people increasingly makepurchase decisions based on how real or fake they perceiveofferings."So maybe instead of world-weary and cynical, the public (us) isbecoming wiser and beginning to crave authenticity instead of "spin." Wanting to believe but still remaining cautious beforebuying into the message or the product. An
review (11-14-07) review of the
book concurs: "...people cravegenuine and authentic product experiences in a world that isincreasingly commercialized and fake."