Spin(ing) Out Of Control

The importance of organizational communication has grown over the years, and it is easy to see why, in and out of this election season. While political speech is often inflammatory to the point of being tuned out by many constituents, subtle strategies require more careful analysis. One humorous radio ad a few years illustrated the point by "deconstructing" celebrity infomercials. While a prototypical ad played in the background, the announcer/narrator provided an alternative interpretation for the hype; "media personality" became "has-been out of work actor" and the "miracle" product became "left over seconds from the Home Shopping Network." A careful reading of today's most common buzzwords: opportunity, choice, challenge, responsibility, to name a few, can provide surprising alternative meanings in alternate contexts.