"Outfoxed" used the visual mediuum and clips to SHOW how, without the visible evidence, issues of perception around Fox News always appear to be open for argument on both sides. Yet academic communication scholars could do persuasive work that is even more dramatic, quantitative content analysis. I wonder why we aren't hearing about those kinds of communications and media studies?
I'm interested to see how this "Wal-Mart" film plays out. If it is able to use the visual medium to dramatize and illustrate the logical inconsistencies between the company's marketing image and public perceptions, vs the reality, then it will be very interesting indeed.
It is disconcerting to me that ordinary argumentative proofs have less force in reaching ordinary people and their sense of reasoning, but again, it is the signal-to-noise issue, perhaps created by Fox News, and perhaps also by blogs, that cause so much argumentative "noise" that many people, my mother for instance, just throw up their hands and retreat into relativism, saying "nobody knows what the truth is."
I believe that verifiable truths about overt propaganda campaigns at Fox News can be parsed out and discerned, with criteria, critical thinking, verification, etc. But so many people get lost in the noise, and they don't have epistemological tools to do the work inside their own heads.
Journalism bears some responsiblity for this, because it (with good motives) tried to say, in the U.S. at least, "We know it is confusing, so we'll do your thinking for you and TELL YOU what the truth is." TRUST US." Which was the beginning of the end, I think, whenever ANYONE asks an independent thinker and agent to give up their native authority to some one or entity in blind faith.
I love the planned grassroots distribution of this film, and Wal-Mart's rather toothless attempts to fight it.
This is from the Sunday San Francisco Chronicle.
Link: Wal-Mart hit twice: critical film, activism / 6,800 sites to host DVD premiere by 'Outfoxed' director.
Wal-Mart hit twice: critical film, activism
6,800 sites to host DVD premiere by 'Outfoxed' director
- Joe Garofoli, Chronicle Staff Writer
Sunday, October 30, 2005
Most of the 4 million people who saw director Robert Greenwald's last
movie, a critique of Fox News called "Outfoxed," caught it at a house party.
The independent film ignited liberal audiences last year without the benefit of
a Hollywood distributor, major studio or much of a theatrical release.
Labor and faith groups are shooting higher with this week's premiere of
Greenwald's "Wal-Mart: The High Cost of Low Price": They hope to use the film
to coalesce a social movement around criticism of the world's largest retailer.
Wal-Mart is countering with a campaign worthy of the final days before an
election -- circulating a review panning Greenwald's directorial efforts in a
1980 Olivia Newton-John vehicle.
And Wal-Mart officials haven't even seen the new film yet. That will
change after San Francisco Mayor Gavin Newsom presides over Wednesday's West
Coast premiere at a Fort Mason benefit screening.
"Wal-Mart" DVDs will screen at more than 6,800 locales, including house
parties, churches and labor halls. There will be plenty of opportunities to see
the film in politically blue parts of the country such as New York and San
Francisco, a city with no Wal-Marts but 11 scheduled screenings. However, there
will also be a dozen showings in both deep-red Kansas and Georgia, and others
in rural areas where Wal-Marts dominate the landscape.
Many of the screenings will happen during a "Wal-Mart Week of Action"
starting Nov. 13. More than 400 groups, including the Sierra Club and Service
Employees International Union, will use the film's premiere to publicize their
anger at the nation's largest private employer.
Their grievances are the ones labor and liberal groups have been pushing
for several years -- that nearly half Wal-Mart's employees have no private
health insurance or are on Medicaid, that most of its stock is produced by
cheap overseas labor, and that by building stores on the fringes of towns, it
contributes to sprawl and destruction of the environment.
The SEIU is also one of the main financial backers of WalmartWatch.com, a
6-month-old organizing hub for the chain's critics that has posted leaked
company documents and coordinates protests and legislation aimed at Wal-Mart.
The movement-wrapped-around-a-movie that WalmartWatch.com is organizing
with Greenwald is a new strategy.
[...]
Wal-Mart is swatting back criticism with what it calls an "aggressive"
public relations campaign.
"We've got a lot of things planned," said Bob McAdam, vice president of
corporate affairs. "Anything is possible."
Five days before the movie's scheduled premiere in New York on Tuesday,
Wal-Mart released a 10-page press release criticizing it as "propaganda video."
The missive dusted off three pages of negative reviews of Greenwald's
nonpolitical films, including a 25-year-old Newsweek thumbs-down for the
Newton-John dud "Xanadu," which said, "Robert Greenwald, the director, should
look into another line of work."
[...]
It's been a public week of soul-searching for the retailer, not all of it
intentional. A leaked internal memo from Wal-Mart's executive vice president of
benefits, Susan Chambers, conceded that nearly half its workforce is uninsured
or on Medicaid and noted that overall, its workers spend double the national
average on health care. The memo was a rare admission that criticism is
affecting the company, whose stock price has fallen 21 percent in the past
year.
The leak followed several we're-going-to-do-better announcements from
Wal-Mart CEO Lee Scott, who promised to improve health benefits and cut energy
use at stores. On Friday in Washington, D.C., Wal-Mart plans to hold an
academic conference on its economic impact, both locally and nationally.
The "Wal-Mart" DVD isn't the only dart being aimed at the chain, however.
The next month will bring a wave of Wal-Mart analysis from liberal
publications, which, in an unusual example of cooperation, are timing their
stories for the release of the "Wal-Mart" movie.
The Nation, the American Prospect, In These Times and the San
Francisco-based online site Alternet are all scheduled to run stories examining
everything from Wal-Mart's opposition to union organizing to the philanthropy
of its founders, the Walton family.
In his previous house-party film, Greenwald took a swing at Fox News for
aping Republican talking points and contributing to a conservative echo
chamber. Alternet Executive Editor Don Hazen, who coordinated the timed pieces,
insisted this is different.
"This is not everybody saying the same thing," said Hazen, whose site is
selling the "Wal-Mart" DVD. "Everybody has their own take.
[...]
Borrowing a page from the conservative playbook's reliance on the
religious right, the film's accompanying campaign is being anchored by faith
leaders.
"It is about creating a moral economy," said the Rev. Ron Stief, a
Washington-based leader for United Church of Christ, whose churches are hosting
dozens of screenings. "Fifty percent of our congregations are rural, and these
communities are seeing the impact of Wal-Mart every day," in the demise of
mom-and-pop businesses, he said.
The film's backers face a challenge, however -- many communities have
welcomed Wal-Mart. More than 11,000 people filed applications to work at the
chain's new store in East Oakland, a job-starved area that other retailers have
shunned. The store has been bustling since it opened in August, and the
neighborhood has 400 new jobs.
[...]
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