There are many people in the world who will not be persuaded by reason, and even the most rational humans can be swayed with the right emotional leverage. For years the Left has utilised outrage to dominate the political arena. Now the Right is taking up the same tactics, especially the New Right of America. Case in point: Ann Coulter.
Feel the rage? The pleasure? The amusement? Whatever you are feeling now, let it pass through you. When your heart is calm again, read on.
Coulter’s tweet was deliberate. With that one statement, she addressed three separate audiences, with vastly different reactions.
Her first audience are the people who oppose her. A tweet like that impinges on their beliefs and values, triggering outrage and denouncements. Indeed, the hate-fest on that tweet was epic, even by Twitter standards. That tweet would forever alienate this audience.
But what kind of people will get offended over the use of rape as a rhetorical device? People who sympathise with the plight of illegal immigrants, oppose Donald Trump and his policies, and Social Justice Warriors and progressives of every stripe. In other words: people who would never agree with Coulter’s views no matter what. If she is not concerned about their opinion of her, Coulter incurs no cost in offending them.
The second audience are the people who support her. These people support Donald Trump, agree with his proposal to build the wall, and believe illegal immigration is a scourge. They will support every argument against illegal immigration, no matter how emotional or contrived. This is Coulter’s core audience.
Most of them are regular people who despise rape. In their perception, Coulter’s tweet engineered a subconscious connection between illegal immigration and rape. And Trump’s supporters would be well-primed with facts and statistics pointing to the number of illegal immigrants who are gangsters, drug dealers, murderers and rapists. This tweet activated their sense of moral righteousness, triggering feelings of camaraderie and the pleasure of finding a fellow traveler. Coulter’s tweet spoke to the hearts and minds of this audience, and continues to resonate with them.
The third audience are the people who can view the subject dispassionately. They either do not have a stake in the situation, or are able to step back and view the exchange for what it is: an allegory reflecting the absurdity of the original statement. These are the people Coulter would like to win over — but it is a bonus, not her primary objective.
These people can’t be classified into a homogenous mass. Their politics span the entire political spectrum. Their values and morals are equally diverse. Some may appreciate her use of rhetoric; others will be turned off by her talk of rape. But more than a few will use the discussion as a springboard to further examine the issue and investigate Coulter. And they will learn that Coulter correctly predicted the rise of trump, while the sitting Mexican President has one of the lowest approval ratings in history (12%), has been embroiled in scandal after scandal, cracked down on dissenters, allowed the growth of crime and violence, and engaged in a multitude of reforms that weakened the rights of labourers while consolidating power in the hands of the oligarchs. If Coulter manages to convert any of these thinkers to her point of view, she has profited from the tweet.
This strategy of provocation works on three levels. By speaking to her core audience, she maintains and grows her support base. By offending those would be offended anyway, she gets them to blast her tweet far and wide and reach a greater audience, effectively manipulating them to do her work for her. By prodding the non-partisans, she sways who she can to her perspective, generating buzz that keeps the momentum going.
Let’s examine her tweets at the macro level. These are her tweets before her provocative tweet.
These are the ones after (excluding her retweet of Donald Trump).
Notice the sharp uptick in replies, retweets, and likes. Before the tweet, she had an average of 237 replies, 838 retweets and 3300 likes for her past three tweets. After the tweet, the average shot up to 533 replies, 2566 retweets and 7066 likes for her next three tweets.
But that’s not all. In the following three tweets, there is an average of 376 replies, 1086 retweets and 3666 likes. While the momentum generated by the rhetoric tweet is dropping off, the average numbers of replies, retweets and likes are still higher than before the tweet. When Coulter sees her numbers drop below a given threshold, I predict she will say something offensive again, and keep her base growing.
People are drawn to drama. Rhetoric provokes conflict and conflict leads to drama. On social media, retweets and likes are the lifeblood of public figures. They provide a gauge of how that person’s ideas are viewed. Replies are secondary — almost nobody has the time and energy to go through hundreds of responses. The retweets and likes are a rough-and-ready measure for everyone else to see how well-liked and socially-acceptable a tweet is, creating a bandwagon effect that recruits more people to their point of view.
There are many people who insist on decorum and reason — in other words, dialectic. These are nice sentiments, but social media is not the place for dialectic. Every social media platform is designed for entertainment and consumption. Twitter has a hard limit of 140 characters. Gab offers 300. Facebook emphasises one-liners with larger fonts and hides longer statements. Social media is not inherently designed for the rigorous arguments and logical thought processes required to properly deliver dialectic. That is the province of books, blogs, websites, speeches, podcasts, videos and debates — but not text-based social media.
Man is not a rational animal, but a rationalising one. After deciding his values and ideas he will invent reasons to justify his faith in them. To make this work for you. you must trigger a powerful emotional response linked to a specific idea. This will sway someone to your side, making him more receptive to follow-on arguments — if he will not create his own arguments.
The key players of the Alt-Right and the New Right understand this. They know the Left, especially the Control-Left, has used this strategy for years without fail. They scorn the Old Right who refuse to use such tactics in the age of Twitter and Tumblr; by refusing to adapt the Old Right has conceded the culture war to the Control-Left. The New Right, with the Alt-Right as their vanguard, is turning the Left’s tactics against them. The rise of the New Right, with Trump as their God Emperor, reaffirms their use of provocative and offensive rhetoric. They will continue to rely on such rhetoric while taking measures against the real-world consequences of uttering fighting words.
The culture war is upon us, and offensive rhetoric is the weapon of choice. Understand this, or be swept away by the inexorable forces of history, politics and human nature.