Category Archives: Rhetorical Mastery

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Intrusive Counternarratives

[The brutal war that Russia is waging against Ukraine is a reminder that, even with obvious atrocities, the victims never have exclusive rights to tell their own authentic narrative.  Most of us are aghast at the falsehoods Vladimir Putin and the Kremlin are passing off about the nature of the conflict.  But their counternarrative to the West’s descriptions of wanton aggression clearly has consequences.  Not only do many Russians buy these dubious justifications about “de-Nazification,” but the same narrative has helped to buy the silence of Russian partners like India, Israel and China.  It is the peculiar and sometimes disturbing nature of human thought that groups can so easily entertain views that could be disproved by what is happening on the ground.]

We think that our most precious possessions are the things we have acquired or the relationships we have.  But for many people, the “right” to tell their own story looms just as large.  Narratives of our personal or tribal lives may be the keys to understanding who we are and where we came from.  But in fact they are not exclusively ours to tell.  We don’t have proprietary rights to our own personal histories.

This is both self-evident and enormously consequential. For the moment, forget the well-known fantasist narratives of Donald Trump.  We can’t even agree even about the foundational stories about our collective past.  What Christopher Columbus or Thomas Jefferson or Abraham Lincoln actually achieved will always involve contentious narratives. We can also be unpleasantly surprised by accounts of our own actions that offered by those we know.

It’s apparent that anyone can write someone else’s biography.  Even biographers who are out of favor with their subjects or never met them are frequently eager to weigh in with their own versions.  For example, we were recently surrounded by multiple narratives of the life of Apple co-founder Steve Jobs.  There’s Walter Isaacson’s 2011 best-selling biography (Steve Jobs, 2011) and the Aaron Sorkin film based on it.  Both recognize Job’s  vision for turning computing into a necessary life skill.  And both portray a garage innovator with both a knack for ingenious design and also an inability to acknowledge his co-visionaries.  Then there’s Alex Gibney’s very different documentary (Steve Jobs: The Man in the Machine, 2015) detailing a single-minded marketing genius reluctant to engage with the unpleasant facts surrounding the Chinese factories that produce Apple products.  Amazon currently lists about ten books on Jobs. The point is that we can count on each version to offer a different person to readers.

The same is true for groups that seek power or legitimacy in the larger culture by presenting what are sometimes very different accounts about their pasts and their aspirations.  What’s the story of Scientology? It depends on who you ask. How has the institutional life of Catholicism evolved since revelations of widespread child abuse were widely reported at the beginning of the new century?  Skeptics and admirers routinely compete for attention to relay their stories.  In many ways the fissures that are spread across the culture deepen over time, often expanding into complete fault lines as interested parties vie for media access to “get their story out.”

There’s a whole lexicon of useful terms to represent these divisions.  We talk not only about “narratives,” but also “contested narratives,”  “counter-narratives,” “preferred narratives,” “backstories,” “storylines,” “myths,” “legends,” “lore,” “rumors” and “histories” that are disputed as “more fiction than fact.”  Facebook champions an individual’s own preferred narrative: a kind of carefully constructed window display of one’s life. Most other digital outlets focusing on the culture of celebrity capture readers by taking a very different turn:  favoring counter-narratives and backstories.  Sometimes they are even true.

Novelists who would seem to have the advantage of exclusive use of the products of their imagination are inclined to end up in tangles of their own making when readers find possible connections to known events. Readers can also be unforgiving if a scribe borrows another’s particularly traumatic narrative.  A few years ago the prolific Joyce Carol Oates came under criticism in New Jersey for embellishing on a news story about a college student found dead in a campus garbage container. The short story, Landfill, was published in the New Yorker, to the chagrin of the student’s family and others in the region.

For all of our hope that our stories can be communicated in ways that bring us credit, the fact is that we can never claim rights to exclusivity. Ask anyone who has recently been in the news how well their views have been represented or how they were characterized. You are apt to get a response of mild frustration.  What we see in ourselves is probably not what those who retell our stories are going to report.  For individuals or groups without power this is sad to witness. Groups lose something basic when they lack the means to communicate their preferred history.  The rest of us battle on, occasionally discovering a narrative that gives us more credit than we deserve.

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Giants That Struggle With The Idea of Personhood

The hard truth is that many rich mega-giants have lost the will to engage directly with their customers.

There was a time when major organizations had enough employees to deal with customer problems. Name the organization—a media outlet, a service provider for a utility, a business dependent on selling products and services—and there was usually a person ready to receive a question or complaint. “Customer service” meant a company tried to be available to those with whom they had a relationship. That is still true in business-to-business communications. For example, Ford certainly expects that a supplier will take their calls. But the public and social media side of the ledger usually offers no such chances. In a quiet revolution, A.I. robots have taken over customer relations while the rest of an organization sits behind walls of anonymity. Thousands of employees in the offices of Google, Microsoft, Apple, and scores of other companies are mostly insulated from the people that use their services. Commercial in even modest-sized organizations  are now careful to not list contact information.

There are outstanding exceptions in almost every area.  Amazon still offers phone help. At least a few years ago the electronics giant Onkyo was happy to put me through to an engineer to solve a technical issue. And local businesses show a lot of patience to still deal with customers.  But the “virtual assistants” up and running in most larger enterprises pull the con of giving a person’s name to microchips and algorithms that offer simulations of the human voice or texting, all with the increasingly lifelike lexicons of real human rhetoric. The great leap in speech-mediated A.I. can be awesome, but it has given us a kind of zombie intelligence that can only “think” in binaries and fake comprehension.

All of this takes personhood out of the equation, with real and often sad consequences. Imagine, for example, the fate of a new widow facing a labyrinth of health, state, county and employer bureaucracies to be contacted after the death of her partner. A few will be appropriately responsive.  But others will throw up a filibuster of recorded phone directories and “try again later” messages. Lately even Social Security can’t be bothered to pick up the phone.  And COVID is a poor excuse. If a person can still do interoffice communication with their colleagues, they can still represent an organization to customers or clients.

The hard truth is that many rich mega-giants have lost the will to talk directly with their customers. None of us would think it would be a good use of our time to try to call Facebook, Apple, or Microsoft. Granted, they have a lot of customers.  But most haven’t developed a graded gatekeeping system that would allow private and serious users to reach them.

I a challenge with Google  that is a good case in point. I have two Google e-mail accounts: hardly unique. But in this massive organization’s self-contained world–even using my real name, passwords and my patterns of internet usage–I am still “Person 1” and “Person 2.” And they are pretty sure that one of us is up to no good.  I benefit from using Google Analytics data for this blog. It does what Google does best: track, count and sort. But person 2—who, I swear, looks exactly like me in a mirror—apparently has no business even asking to see the data. Sadly, they think they are being useful to warn Person 1 that Person 2 is trying to break into my account. Ditto for Microsoft, with confounding and insistent new logins to expose what they see as different accounts hacked by robots. In the name of security, the idea of personhood has more or less been lost on them. They think a real person can read laughably smudged CAPTCHA tests. Meanwhile, these companies have moved on to creating networks they are selling as “teams,” apparently not noticing they have yet to master the basics of authentic one-on-one communication.

My more computer savvy friends will tell me there are workarounds for these inconveniences, especially if I am willing to take them on as my second job. But they are missing the point. In many cases there is only a useless “virtual (non)person” to “chat” with. Even a two-year old can detect the fraud of a fake human being passed off as the real thing: the original basis of the previously discussed Turing Test.

To be sure, organizations feel like they are under siege from product users who call insistently because they can barely understand the services they purchased. But these companies have abetted the constant connectivity they now want to run away from.  For sure, Americans have all but surgically implanted their phones in their right hands. Not-so-smart phones have become substitutes and surrogates for many of us. But its all part of their world these giants created, and they need to find better ways to deal with their users as humans.

No wonder electronic games are so popular with more Americans. They can make interacting fun—even if it is just with a machine. At the same time, many of us our losing our capacities to deal directly with others in the kinds of collaborative problem-solving that existed just a few generations ago.