The Spin

I’ve always been fascinated at how the good public relations agencies master the art of The Spin. They are able to pitch, convince and communicate ideas and transmute them into a brand campaign, advocacy, or promotion. There is no moral judgement present in such cases as these awareness campaigns are to be taken as “amoral” at the very least. What’s important is the communication of the idea. The Spin.

The Spin can convince you to choose brand X over Y. It can coerce you to donate money for a certain cause. It can reorient your moral value to see something once evil as good.

To illustrate my point, here’s what happens when you recut The Shining and turn it into a family comedy:

It’s all in the spin. Nothing is real 🙂