Media Unspun
What the Press is Reporting and Why (www.mediaunspun.com)

Monday, October 28, 2002

Top Spins...
Truth and Terror in Russia
MSN's Coming -- New York Gets Butterflies
Other Stories

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Truth and Terror in Russia

If you can spin today's news in a way that doesn't foster paranoia, pray do write in. Meanwhile, we're following the spin on a grenade rolling into a Moscow theatre, as a mystery gas pumps through the ventilation, immobilizing captors and hostages alike.

Pity reporters assigned to this one. Whom can they trust? The Russian government has repeatedly changed its story and refuses to divulge key facts -- in particular, the identity of the gas that was used to paralyze the theater's occupants so troops could enter safely. Apparently, not even the doctors assigned to treat patients have been told what they breathed in.

Why did Russian troops choose to storm the theater when they did? The answer makes a difference to the families of victims, who are wondering aloud why the soldiers did not have medical personnel waiting outside to aid those affected by the paralyzing gas. In early accounts, officials said that troops rushed the theater Saturday morning because the Chechens had begun acting on their threat to execute hostages. At one point, it was reported that rebels had shot 15 hostages. Now, the government has scaled the figure down to two (including a woman killed for still-unknown reasons on the first day of the siege). What's more, according to eyewitness reports in various outlets (the New York Times, the Independent, the Globe and Mail), the hostages who were shot Saturday were not deliberately executed but rather accidentally hit by bullets aimed at a boy who suddenly charged for the exit.

We'll take an eyewitness account over a shifting government statement every day, but as the Washington sniper case made clear, eyewitnessings can be pretty shaky, too. In this case, take a theater crowded with more than 750 hostages and about 50 bomb- and gun-toting rebels. Multiple the fear times two days without food (and, we're guessing, much sleep). Subtract the hostage-takers, nearly all of whom were killed in the rescue. Take away at least one-seventh of the hostages -- the official body count of those who've died so far from the gassing. Remove almost all of the rest into hospitals, surrounded by troops. Add the consequences of a mystery chemical that affects memory. (One popular theory holds that the substance is a variant of BZ, which the Financial Times describes as "a colourless, odourless incapacitant with hallucinogenic properties, first used by the U.S. in Vietnam.") Throw in the global political stakes of interpreting the Russian rescue more or less heroically. Now go hunt the truth.

If we can't blindly trust someone else's eyes, surely we can trust our own? Not so, says the Wall Street Journal, which claims that Russian footage of the dead Chechen leader Movsar Barayev "reaching out to a half-empty liquor bottle" had been "clearly confected for the camera." The goal? A "taunt against Chechen hostage-takers who had cloaked their brutal Moscow raid in the rhetoric and symbols of militant Islam, a faith that prohibits alcohol." (See the BBC and Associated Press for conflicting hostage reports as to whether the captors drank or took drugs.)

One way to measure this story's importance is to watch the care with which reporters avoid the word "terrorists." Instead, in most accounts, the Chechens are described as "captors," "militants," "rebels," even, rather awkwardly, as "hostage-takers." The term "terrorists" pops up in the words of hostages (BBC) and politicians, such as a Russian parliamentarian who no longer advocates talks with Chechnya (WSJ). It's a word favored by White House spokesman Ari Fleischer, who insists, "This is a reminder of the
tragedy that can unfold when terrorists attack." (NYT) We didn't see Fleischer making an overt connection to Iraq, but then, he didn't have to. The Journal did it for him on its op-ed page: Now, "perhaps Mr. Putin will be more disposed to help" the U.S. push the U.N. "to disarm Saddam Hussein." You remember Saddam Hussein, the guy with the secret and dangerous weapons? - Lori Patel

The Slaughter in Moscow
http://www.nytimes.com/2002/10/28/opinion/28MON1.html

Putin's 9/11
http://online.wsj.com/article/0,,SB1035770809137999831,00.html
(Paid subscription required.)

How a frightened boy brought the drama to an end
http://news.independent.co.uk/europe/story.jsp?story=346562

'All they had to do was push the button' (Globe and Mail)
http://tinyurl.com/29ey

Aftermath Shakes Support For Russia's Chechen Fight
http://online.wsj.com/article/0,,SB1035633894272033831,00.html
(Paid subsccription required)

Hostage Toll in Russia Over 100; Nearly All Deaths Linked to Gas
http://www.nytimes.com/2002/10/28/international/europe/28RUSS.html

Gas Use Questioned in Moscow Raid (AP)
http://abcnews.go.com/wire/World/ap20021028_13.html

Official Silence on Gas Raises Vexing Questions
http://www.nytimes.com/2002/10/28/international/europe/28GAS.html

The Survivors Dribble Out, All With a Story to Tell
http://www.nytimes.com/2002/10/28/international/europe/28THEA.html

Putin Sees Mixed Victory Over Chechen Terrorists
http://online.wsj.com/article/0,,SB103575441339661591,00.html
(Paid subscription required.)

Siege gas death toll set to climb
http://tinyurl.com/29bs

Speculation mounts over secret Moscow gas
http://tinyurl.com/29br

Questions raised over Moscow siege
http://news.bbc.co.uk/2/hi/europe/2365461.stm

Hostages speak of storming terror
http://news.bbc.co.uk/2/hi/europe/2363679.stm


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MSN's Coming -- New York Gets Butterflies

Microsoft is paying hundreds of millions of dollars to market MSN 8. Yet when hundreds of its insufferable butterfly symbols began showing up on sidewalks, doorways and stop signs in mid-Manhattan late last week, Redmond wouldn't cop to the gimmick of plastering promotional crap on city property. So it winked at the media, and the media winked back.

News.com quoted the city's Department of Transportation as saying it had received a dozen phone calls Thursday complaining about the colored decals, which ranged from

one to two feet in size and were held in place through static electricity, according to reports. A photo of one of the offending butterflies accompanies CNN.com's post. Not obnoxious enough for you? Imagine them also on curbs, lampposts, and subway entrances, and you'll get a feel for the latest annoyance facing New Yorkers.

The Associated Press diligently tried to get to the bottom of the butterfly attack. It quoted a DOT spokesman who offered the unlikely scenario that Microsoft was unaware that this form of advertising is illegal, a gracious nod considering the fact that peeling off the hundreds of decals occupied a half-dozen transportation workers for two days. His explanation seemed even more suspect when he added that Nike and Snapple had apparently been similarly uninformed when they conducted so-called guerilla advertising recently. Er, aren't such legalities among the details that Microsoft pays its ad agency, McCann-Erickson, big bucks to know? AtNewYork reported that while McCann was handling the bulk of Redmond's $300 million marketing budget for MSN 8, the task of plastering promotional crap on city property is typically farmed out to smaller, local agencies.

Back at Microsoft, no-named representatives gave AP the runaround, first saying that city permits had been issued for the effort, then demurring on naming the agency and passing the buck by claiming that McCann handled the decal permits. By Saturday, Microsoft was in public-apology mode. The New York Times wagged that the city's DOT has done in one day what the feds couldn't do for years: Make Microsoft say it's sorry. Then again, how serious could the Times appear to be when its online coverage was bounded on two sides by Microsoft's "It's better with the butterfly" ads?

Microsoft continued to pump the theory -- this time through PR agency, Waggener Edstrom -- that the winged mess was a city-authorized tactic, and neither a screw-up nor a brazen marketing scheme. But as the Register asked, why is Microsoft apologizing for something it had a permit to do? For starters, just because a marketing effort is effective doesn't mean that it's not obnoxious. By apologizing for its blitz, Microsoft reaped the gimmick's bounce (hey, even we're writing about it) while still distancing itself from a moronic tactic. As Brandweek put it, Microsoft is $50 poorer -- the amount the city fined the company -- but it's loads of free publicity richer.

Annoyance with the MSN 8 campaign wasn't just an East Coast phenomenon. The Eastside Journal, a daily newspaper in Bellevue, Washington, reported a rush-hour traffic jam on the Route 520 bridge as drivers slowed to watch two sailboats with unfurled "MSN 8" sails. Said one miffed driver, "Let's hope the product comes with fewer headaches than the promotion." - Deborah Asbrand

Microsoft Decals Don't Stick in NYC
http://news.com.com/2100-1023-963330.html

Microsoft Ordered to Remove Ad Decals (AP)
http://tinyurl.com/29ep

Microsoft Finds Butterflies Aren't Free in New York (AP)
http://seattlepi.nwsource.com/business/92963_msftpromo26.shtml

Microsoft Apologizes for NY Decals (AP)
http://www.cnn.com/2002/TECH/internet/10/26/microsoft.decals.ap/

Scolded, Microsoft Takes Blame for Swarms of Butterfly Decals
http://www.nytimes.com/2002/10/26/nyregion/26DECA.html

New York Tells MSN's Butterflies to Fly Away (Reuters)
http://www.bayarea.com/mld/mercurynews/4362366.htm

MSN Ads Anger NYC
http://www.atnewyork.com/news/article.php/1488371

MS Defiles NYC with Killer-bee Adverts
http://www.theregister.co.uk/content/4/27795.html

NYC Catches Microsoft For Butterfly Promo (Brandweek)
http://tinyurl.com/29er

Cashman Gives Arresting Performance (third item)
http://www.eastsidejournal.com/sited/story/html/109881


Other Stories

Implantable Chip, On Sale Now
http://www.wired.com/news/0,1713,,00.html

FBI's Theory On Anthrax Is Doubted
http://www.washingtonpost.com/wp-dyn/articles/A28334-2002Oct27.html

Ad-Free Site From the Masters of the Web Hard Sell
http://www.nytimes.com/2002/10/28/technology/28WAY.html

Leftist Handily Wins Brazilian Presidential Race
http://www.nytimes.com/2002/10/28/international/americas/28BRAZ.html

Webster's Appointment Signals Serious Partisan Divide at SEC
http://online.wsj.com/article/0,,SB1035574439482116151,00.html
(Paid subscription required.)


Staff
Written by Deborah Asbrand (dasbrand@world.std.com), Keith Dawson (dawson@world.std.com), Jen Muehlbauer (jen@englishmajor.com), and Lori Patel (loripatel@hotmail.com).

Copyedited by Jim Duffy (jimduffy86@yahoo.com).

Advertising: Erik Vanderkolk (erikvanderkolk@yahoo.com).

Editor and publisher: Jimmy Guterman (guterman@vineyard.com).

Media Unspun is produced by The Vineyard Group Inc.
Copyright 2002 Media Unspun, Inc., and The Vineyard Group, Inc.
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