Newsletter April 17th 2003

Connecting with Talkback Radio

Cliff Baxter

I would like to have facilitated a twenty-minute workshop in which the participants could have enjoyed doing an activity rather than just listening and asking questions.

However, I hope that my visit was a catalyst.

We cannot just meet with others concerned about social justice - the message has to go out to members of the wider society who look for meaning. Talk-back should not be a 'no go' area.

Listen to the programs for a long time before entering so you know how-we-do-things round- here. Understand that the egos of the TBAs is such that flattery early sends them into a stupor and if you proceed in the same tone of voice you can practically say anything before they realise that this admirer is left of centre. (the Stealth bomber technique). This is not normal because we usually change tone or pitch when we are going to say something dramatic.

I'm glad I came because we need to make our presence felt to thousands of listeners who are quite desperate and lonely (why else would you listen to talk-back) and easily influenced by shockjocks and TBAs.

I'd be pleased to receive feedback from the session. I am just starting out as an Adult Educator, so all criticisms welcome. If you hear of anybody who would pay for a session on community action (I am working on a kit for peaceful disobedience a la Ghandi). I would be grateful as I have to keep body and soul together.

I am glad I abandoned the idea of a speech, questions and workshop because of time. Email has made a difference, hasn't it? Participants can read it at their leisure and if there are any questions they can be dealt with by email or another meeting. We may reach the stage where people send their 'speeches' to a group, they read it, and then the speaker comes along and answers questions and facilitates discussion., I do not like top-down teaching or lecturing, but I do like peer group discussions and working in small groups.

Stay well, and thanks. Anne Lanyon was responsible for me coming, so please pass on my thanks to her.

Cliff

Introduction:

1. Talkback radio... what does it mean to you. Does it mean you ring up a station and 'talk back'. Or does it mean that you call up to be TALKED AT?

Most of us would agree that the second scenario is more likely. We live in the era of the 'shock jock' who is on first name terms with political, business and community leaders.

The shock jock has developed his own mythology... he hands out goodies that sponsors have provided, he promotes causes and sometimes heads roll at his displeasure. The child with cancer, the good cause, the suburban outrage... he's your man.

Politicians court him, and 'cash for comment' now seems to be an accepted practice.

The 'shock jock' editorialises and we meet people on the bus that same morning regurgitating his views as their own. So sad.

The tragedy is they do not know that they are doing it! That's how powerful this brand of populism is.

Where did people learn to condemn their opponents with comments such as 'oh that's just political correctness' or 'typical of the caffee latte socialists', 'the chattering classes'. 'the peaceniks' (we never hear the term warniks!)? They learned them from talkback.

It is all part of the dumbing down of our society.

2. Why would someone engaged in the struggle for social justice, for peace, for ethics in business or fairer wealth distribution ring a shock jock or a TBA (talkback announcer)?

For the same reasons the politicians and others do... the large audience listening. I do not think they do all that well... the shock jocks have quick techniques for shutting down the discussion, trivialising it into an exchange of insults or clichés.

The caller often goes away fuming.

The shock jock sleeps well, however. He probably does not really believe the stuff he has spouted. It's an act, and a professional one.

There is a commonality among them all, and right wing newspaper columnists are part of this 'marketing' of opinion. Much of the source material can be found in conservative publications in the United States... the thinking is done for them. Go on the Web and read some. They make George W. Bush look moderate!

They are not in the business of creation, but of PROJECTING.

3. Who is the talkback announcer?

He is very skilled at on air techniques and may have some kind of background in theatrical or sporting activity - they require quick thinking and not being lost for words. Experience has shown him how to acquire a stock list of phrases and putdowns to torpedo callers who are not pushing the approved line. Ring up about the latest atrocity against our indigenous people and you will be told you are presenting the 'black armband' view of history.

Equality is seen as 'everybody's an Australian and is treated equally'... conveniently overlooking the fact that probably the best way to be totally unfair is to treat dispossessed or broken people 'equally', They need special treatment! Not equal treatment.

And you must buy and fly the national Flag! You must believe in 'our boys at the front'.

He is selling a 'product": himself and those who sponsor him.

His own on air personality is moulded. We learn about what he drinks, eats, drives, where he holidays, what restaurants, who he dines with, what his 'princess' wife wears, what furnishings there are in the house.

Of course, you've guessed it, they are all things the sponsors (named or not) provide.

Why has the shock jock become such a popular hero?

Firstly, there's a lot of money behind him.

Secondly, we live in a consumerist society where even the poorest of people crave after things that are not what they need, but what they are told they need. You just gotta have a DVD player!

I think that a very powerful factor is that consumerism has created such obsessional desires that they become real needs in the minds of people, and because the shock jock is such a living legend, the emblem of all of this, people identify with him. He is successful, he has the goodies, and so will I if I think like he does... because he speaks the language of success... not like those unwashed, feral greenies or god-botherers.

It is true they are all 'keeping the dream alive', but it is a plastic vision created by consumerism.

The shock jock is the star jockey riding this powerful horse.

The war plans on Iraq were disclosed by the Prime Minister to one of them - not to Parliament.

We cannot under-estimate the power of the consumerism he represents.

To quote Anne Manne in The Sydney Morning Herald of Monday 14 April 2003: 'Our society is more troubled by problems of overabundance. We are three times richer than in the 1950s, and diseases particular to 'affluenza' clog our social and individual arteries. We are more overworked, more stressed, more depressed- and much fatter. Consumption is competitive. Desires are continually inflated to the status of needs. Nearly half the richest twenty per cent in Australia say they can't buy everything they 'need'. And what we desire gets bigger every year.

I recommend you try Clive Hamilton's new book Growth Fetish (Allen & Unwin 2003) that follows in the footsteps of Juliet Schor's The Overspent American: why we want what we don't need (1999, Harper Collins) and Robert Frank's Luxury Fever:Money and Happiness in an Era of Success (1999 Princeton University Press).

The world in which the shock jock and the talkback star shine with their alternate litany of consumerism and racism or punitivism preaching the death penalty is not a happy one despite the rush to luxuries.

The doctrine they preach, that of growth fetish, is at the centre of our social and environmental ills.

Growth fetish not only corrupts our social and political structures, but it has given rise to a profound sense of alienation among the young and the old. Both Left and Right are addicted to this fetish, this sickness of affluence among the top few and its emulation and envy among poorer members of the society wooed by the men on air 'keeping the dream alive'.

We must remember that Australia has one of the widest disparities between wealthy and non-wealthy in the developed nations. For the first time we have working poor, both partners working... and tragically they are probably glued to the shock jocks at night.

They are not told they can live rich lives, not lives of riches. WE SHOULD BE TELLING THEM.

The talkbackers tell them if they are poor, THEN WORK HARDER harder (while denigrating trade unionism that seeks to lift wage rates). Aborigines are told to stop bludging on the system, migrants to 'get out' if they are not happy. Refugees are 'queue-jumpers', even though there is no queue, no place to queue up to. Its all part of talkback parlance.

The Tampa incident and the 'babies thrown overboard' were grist to their mill, as were Gulf Wars I and II courtesy of the two Bushes. Talkback enabled Peter Reith to market the myth that brought electoral success for the Howard government. Though later labelled as a deceiver by a parliamentary committee, he left politics and has just been appointed to a $250,000 plum overseas posting for three years from 1 August. A crook? Perhaps, but he knew how to use talkback radio, and so does the PM.

The racism by shock jocks is worse in the United States . one columnist recalls:

'A few weeks ago I was awakened by a man threatening to "put a bullet in a black man's chest." There was no violence going on outside my window, rather I had my radio tuned to a local classic rock station's morning show. I did this at the request of my husband, who had come home earlier that week, in disbelief about the racist remarks that had been made on the same show. The comments of the host on the morning I tuned in were in response to the news that a black man, offended by the deejay's comments earlier in the week, had showed up at the studio door, wanting to confront the offender.'

In February of 1999, Doug "Greaseman" Tracht was fired from his job as a deejay for another classic rock station, 94.7 WARW-FM in Washington, D.C. The Washington Post reported that Tracht made a racist comment regarding the James Byrd murder, after playing a clip from hip-hop artist Lauryn Hill's Grammy-nominated song and commenting, "No wonder people drag them behind trucks." Tracht apparently had a history with racist remarks that dated back to a jab at the Martin Luther King, Jr. holiday, suggesting that if someone had "shot four more," it would have meant a week of days off. This is how some Americans tackle racism on radio (it is different there but we can perhaps get some ideas):

Challenging Hate Radio: A Guide for Activists

1. Force yourself to listen to it. We know it's tough, but someone's got to do it.

2. Document it. Sometimes only a talkshow host's loyal following hears the most outrageous thing that he says. You need to be able to document exactly what was said (and when it was said). Record the show, and be sure to label and date your tapes.

3. Keep track of the worst statements. Transcribe the most offensive comments [if possible]. Transcripts are easier and cheaper to distribute than audio tapes. Having a one-page list of quotes educates people and motivates them to action quickly. A "worst of" tape can also be very valuable.

4. Inform others who will take action. If you have a group of people interested, setting up an email list, or a quick response phone or fax tree, is a good idea.

5. Call in to the show. Call the on-air line during the show and try to challenge the racism, sexism or homophobia calmly and directly. It often doesn't take much to demonstrate the absurdity of bigoted arguments. If several people call in, it can change the entire show.

6. Write letters to station managers or owners. If the host doesn't respond to criticism, those who run the station need to know how offensive the program is. If you are part of a group or coalition, you might want to request a meeting as well.

7. Notify other outlets. Newspapers, non-commercial radio stations or other media might be interested in stories about talk radio. Send a press release including a few of the worst quotes and the dates they aired. Be prepared to offer a tape for documentation.

8. Build a coalition. Contact organizations that have a particular interest in challenging hate speech-like civil rights, religious, feminist and gay rights groups-and have organizational resources devoted to the issue.

9. Organize a demonstration. If you have an active coalition, a demonstration can draw attention to the problem and put pressure on the station at the same time. Large signs or placards and a one-page flyer with some of the worst on-air statements by the host and your coalition's demands will educate passersby.

10. Keep the pressure on. Even if the station doesn't balance the hate-jock, or allow an on-air discussion of hate speech, just publicizing bigoted statements changes the terms of debate. Hate flourishes when other views are not heard. By challenging it as often as possible, you diminish the ignorance that is necessary to racism, sexism and homophobia.

Well, that's how some Americans approach the problem. Not everybody shares my critical view. Delivering the A.N. Smith Memorial Lecture at the University of Melbourne on 1 April 2003 Jon Faines of ABC Radio, Melbourne defended talkback radio from its reputation as a refuge for the reactionary, a sanctuary for the superficial and a bolthole for the bloody-minded. Instead, he sang its praises -as offering the potential for a democratic market for the contest of ideas. I think he was talking about its potential. But he admitted that "Talkback radio seems to attract thugs and loudmouths, smartarses and bullies." And referring to the King of Talkback, John Laws, he said: "Or I could invoke the John Laws defence, used so shamelessly in the Australian Broadcasting Tribunal inquiry into 'cash for comment', where Laws tried to pirouette out of trouble over conflicts of interest by saying that what he does is just 'entertainment'. This of course is facile nonsense, and as Mr Laws celebrates fifty years behind a microphone with a national roadshow, he surely must wish that he had pulled the plug at 45 years and left with his reputation - and ratings - intact."

Well, if that is coming from someone praising the virtues of talkback - and it must be admitted there are some as demonstrated on the ABC and by Reverend Bill Crews on 2GB on Sunday nights-we are entitled to be critical.

I am not here, however, to criticise talkback radio and its massive audiences, but to try to facilitate ways to exploit it.

How can an activist fly through the radar into the bunker of the shock jock or right wing radio king and send a clear message to the listeners? After all, he has all of the weapons. He is skilled at the cutting remark, a master of hypocrisy, of parody and complacent about the materialistic dumbing-down culture for which he is an advocate. People who work on air have quick reflexes and can quickly detect the tenor of the caller's message. You are a little on the left? Get ready for a blow.

In the bunker he has tapes of farts, gongs,whistles and songs to humiliate you. His producers have probably nutted you out before you go on air and have written something on the computer :' Zora Z from Newtown... hates racism and injustice to asylum-seekers'.

Where is the weakness in this fortress?

I believe it is in the ego. The egomania can make the TBA overconfident. Also he is busy and can make mistakes. A flattering caller who has a definite plan can lull him into half-listening, then letting slip through a message that is contrary to his doctrine and the dominant powers that control him. The message, to be successful, has to pierce the "noise" that might otherwise obscure it.

Let us talk first about the message.

A message is sent like this:

N

O

I

Sender (codes message) >>>>>>>>>Recipient(decodes message)

S

E

In talkback radio, the 'noise' is the talkback announcer. He is not there to assist you, but to promote himself and his program/products/personality/spin doctors/philosophy/capitalism/materialism/ratings/culture of the dominant power/populist/dumbing down/reinforcement of clichés and prejudices.

Your job is to sidestep that and speak to the listeners, under the guise of talking to this skilled manipulator. What you have in common is that you both want to obtain a favourable reaction from the listeners. It is not surprising that there is tension. He wants people to buy, buy, buy. You want people to have lives that are rich, not lives of riches.

You will notice that 'noise' (atmospheric, environment,psychological, political or other climate) can get in the way.

In the case we are looking at the 'noise' is often provided by the talkback announcer.

He lets things go through to the keeper if he approves.

Sometimes he unwittingly lets something through by mistake.

That's what we want!

We want to lull him into a state where that will happen.

First, we have to work on our message.

Say, for example, we want to strike a blow against the materialism that is making us so unhappy. First let us work on our short message: 'We want rich lives, not lives of riches'. Step one listen many times to the program... understand its style... the pet favourites of the announcer...

On target night listen to the news, listen to the topics, the editorials.

The latter are best, agree with one of them, or some part of one.

Draw a diagram of each topic... how can you jump through some of these hoops to deliver your message?

How can you use open-questions to get this creature in a relaxed state so you can dive through to goal? (how, why, what, when)

The current news can help.

You: Hello J., love your program (talkbackers never tire of this). Never miss it..

J: Thanks, how are you tonight.

You: Fine thanks, I really liked what you said about people taking responsibility...

J: Yes, for too long, we have been propping up people bludging on the system, they think the world owes them a bloody living if you'll excuse the French. But that's what they are... bloody layabouts. They need a good kicking.

You: I heard on the news that one of the Bee Gees has died.

J.: Yes, Maurice was a great singer... he made a fortune... sold a billion dollars worth of discs.

You: His brother died, didn't he?

J: Yes, you are right. That was sad too. They gave the world a lot. (reaching for a BG disc) . By the way are you in our Yamaha draw ? Yamaha of Bankstown.

You: Sorry I did not remember to enter.

J: You gotta be in it to winnit!

You: Yes J. but I think THERE IS TOO MUCH CONSUMERISM TODAY... TOO MUCH OBSESSION WITH MATERIAL THINGS... We want rich lives not lives of riches!

J: yeah, but you gotta be in it to win it! (fades to music or next caller). The technique is to get over a message quite hostile to the TBA, but use a stealth bomber to fly under his radar and while he is relaxed drop you bomb of truth.

They have to work hard on your "out" line. It does not matter if he explodes afterwards... you have dropped your message. I want you to divide into groups of three and work on a simple message you would like to deliver on talkback.

After a while, you will enjoy the game.

Remember you just LOVE me and my program! [Well, if that's an untruth you could say my idea of flogging people naked in the street or capital punishment for children INTERESTING!].

Get me to relax, then slip in your message. Do not, I repeat not, give me any warning by your tone of voice that something is coming. Kick that goal! Give yourself the 'out' (thanks for listening) rather than waiting for you to be kicked off with a sneer.

If you can get me to go bananas after your call you score extra points.

If I go to music, then come back raving about your call, extra points.

If it is referred to later in the program and taken up by other callers. Even more points.

Good hunting!

[Things to remember:

• draw a diagram (with little text as possible) with points from news, incidents or something said on air.
• put great care into the 'ball' (the message) to be kicked through the goal.
• keep it simple.
• give yourself the 'out' ('thanks for listening to me,goodnight J.) after kicking the goal rather than allowing yourself to be swamped under right wing rubbish.

I suggest starting with Rev Bill Crews on Sunday night on 2GB to gain confidence. Get in early before the drunks.

Remember you are NOT talking to the announcer anymore than you are talking to the editor when you write a letter to the newspaper editor. You are addressing the public, you try to sidestep the announcer. Same principle applies there, too, you determine to project ONE POINT after much thought. Best letters are one and a half lines of typing and likely to go in to fill up the space.]