He didn’t invent the term, of course, or even pioneer its use, but it’s an extremely handy concept to have at your disposal if you’re an abrasive, bullying lout who inevitably attracts unfavourable coverage in the media.
Where the expression “no smoke without fire” used to be the bottom line when it came to rumours, the injured party now has this get-out-of-jail-free card, casting aspersions on the integrity of whoever has something on you.
In this age of instant communication, we demand proof, with a new bottom line that says, “If there are no pictures, it didn’t happen”. So even if you’re the kind of person of whom the world at large would happily believe any and every bad thing, we don’t accept unsubstantiated material.
Donald Trump has already played both sides of the street with this, throwing smears around the world about Hillary Clinton, and then dismissing claims about his private life as being, if you’ll pardon the expression, trumped up. Because the respected American-based world news service CNN chose to pass on allegations about him, he attacked the company with the sort of arrogance that is destined to become no longer breathtaking but wearily commonplace.
Mud sticks, and so it will to CNN unless it comes up with incontrovertible evidence of this or any future attack on the President’s character.
The metaphor needs refining, though, when it comes to Trump himself, because much of the mud thrown at him has indeed stuck, but apparently it hasn’t affected him.
Maybe this is proof of the theory put forward by British writer and professional eccentric Quentin Crisp, whose apartment was so filthy that an interviewer felt moved to mention it to him. “There is no need to do any housework at all,” he replied.
“After the first four years the dirt doesn’t get any worse.” Similarly, when a public figure’s reputation becomes irreparably tarnished there is a tendency for us to laugh, at least until he or she does something stupid and harmful so publicly that it can’t be denied. It’s either laugh or do something about it, and if we can’t do that legally, we’re stuck with him.
The ability of computer-savvy criminals to spread disinformation by means that only other techies can recognise as false is a new terror that could affect any of us. If they can get your Facebook account to send offensive material to your friends, causing reputational damage and embarrassment, how much more alarming is the prospect of not being able to believe what we read about important world affairs? Admittedly, to a certain extent the media has brought this upon itself. In the relentless battle between newspapers, websites and TV and radio stations to grab our attention, all manner of deceptions and sleight of hand have become commonplace.
In print, the miniature acts of deception often come in the form of misleading headlines, which may or may not be due to technical restrictions such as the width of newspaper columns, which limit the number of words that can be used.
Take, for instance, the hypothetical large-type announcement “Pistorius murdered”. It would probably mean the disgraced South African athlete had been found guilty of murder, which he already has been at least once. But at a glance it also suggests some new news: for a fleeting moment it sounds like he has himself been bumped off.
The German-based email provider GMX likes to keep its users entertained by celebrity-oriented “news” while they cruise past on their way to check the mail. Last week it gave users the following piece of gossip: ‘George Michael played snooker “every night” during rehab’.
The use of inverted commas, aka quotation marks, tells us this is a direct quote.
So somebody actually said that not only did George Michael play snooker while getting his drug habit cleaned up, but he did it “every night”.
Well knock me down with a feather — that explains everything.
What it really tells us is that there is someone there — probably not the writer, but an editor or one of the tech people — who will do anything to make us read this piece of drivel.
This sort of thing may be merely playing with words to try to win a bigger audience, but it is symptomatic of the world’s current malaises: the blurring of the boundary between truth and fiction. One of the pillars of the free world is a free press, able to speak the truth without fear of censorship or reprisals.
And if we can’t even believe what honourable people are telling us, we really are in trouble.