Articles in The New York Times and The Hill have recently brought attention to a New York based non-profit called The Harmony Institute that specializes in "the science of influence through entertainment." One of their recent projects is a study commissioned by an organization called Free Press, a nonprofit group that seeks to reform the media through education and advocacy. The commissioned study can be found on the Harmony Institute website and is called "Net Neutrality For The Win: How Entertainment and the Science of Influence Can Save Your Internet." Regrettably the report is far too similar to the types of malicious strategies that are often employed by the far right's political operatives. We've seen these tactics one too many times in American politics where people are considered "targets" because of their race or socioeconomic status.
The Harmony Institute study is a glaring reminder of the Willie Horton ads, Lee Atwater's "creative" way to pound Michael Dukakis in the 1988 presidential election. The forty-page document details the "target demographics" - which include low income women, minorities and Southerners. On the other hand "core supporters" are labeled as young, affluent, educated Caucasians. Additionally attempts to shift public perception by targeting groups through subliminal messaging are unacceptable. The use of media and movies to alter people's opinions is unnecessarily intrusive. The Harmony Institute study is a how to guide for the manipulation African Americans, women and the poor instead of a genuine outline of communication strategy.
In this day and age, with the first African American family in the White House, one would hope these sorts of strategies would be behind us. As Americans we should not tolerate any study that seems to imply that certain demographics of people are susceptible to influence or a particular political agenda. Regardless of one's political prerogative, certain lines should not be crossed in trying to influence a policy debate. All Americans must move past these ugly tactics if we are ever going to have an open and honesty policy debate.
While some of the ideas put forth in the document are less controversial, there is no question that the full study and the divisive language used should play no part in a mainstream debate or issue campaign. While The Harmony Institute is responsible for the content of the "Net Neutrality For The Win" study, Free Press should also be held accountable. As the financial backers of the report, Free Press should be outspoken in rejecting the substance of the work. Distancing themselves from the report is both the right thing and the wise thing to do. The study is unprofessional and inaccurately misrepresents large segments of our population and nonprofits such as Free Press and The Harmony Institute need to reach for a higher standard.