Donald Trump and his chief strategist Steve Bannon in the White House, January 22, 2017 (Mandel Ngan/AFP/Getty)
Originally published by Asian Communications Network:
EA on Times Radio: Trump’s Distraction — A 3rd Term in White House
In today’s media landscape, political figures, mainly from hard right populist movements, are “flooding the zone” to dominate the news cycle and divert attention from critical issues.
Since Donald Trump returned to the White House of January 20, a flood of stories have confused the news agenda and straining our mental health and attention each and every day. Traditional press briefings have declined, replaced by alternative communication channels like Trump interviews, selective meetings with journalists, and erratic social media posts.
Understanding these strategies is essential for communications professionals and journalists to maintain control over narratives and ensure the public remains accurately informed.
Flooding the Zone: Overwhelming the Media
Steve Bannon — hard-right agitator, white nationalist, and former chief strategist for Trump — first articulated “flooding the zone”. A large amount of news, often disinformation and misinformation, is released to overwhelm the media and public attention. The aim is to deflect from real issues and to prevent the media from holding power to account. Bannon said, “The real opposition is the media. And the way to deal with them is to flood the zone with shit.”
The strategy creates confusion, chaos, and distraction, making it a challenge for journalists to focus on substantive issues for long periods. Facts are suppressed by noise, allowing less scrutiny and ensuring Trump’s White House remains in control.
On March 27, the Administration flooded the news cycle with multiple stories. This included the withdrawal of Elise Stefanik’s nomination as US Ambassador to the UN; $73 million in aid to Rohingya refugees from Myanmar; and pursuit of Supreme Court approval to resume the deportation of Venezuelan migrants. Trump signed executive orders targeting law firms linked to the investigation of his ties with Russia, and curbing the Smithsonian Museum. Vice President J.D. Vance released social media videos ahead of a trip to Greenland.
“Flooding the Zone” extends the “dead cat strategy”, associated with Australian conservative political consultant Lynton Crosby and popularized by former UK Prime Minister Boris Johnson. The “dead cat” is the introduction of a shocking or sensational topic to divert attention from unfavourable narratives. Johnson explained:
There is one thing that is absolutely certain about throwing a dead cat on the dining room table…everyone will shout “Jeez, mate, there’s a dead cat on the table!”…
They will be talking about the dead cat…and they will not be talking about the issue that has been causing you so much grief.
This tactic shifted public and media focus away from problematic topics during Brexit, alleged Government corruption, and the Covid-19 pandemic. But by 2023, Johnson could not find any more “dead cats”, and his lies caught up with him, forcing his resignation.
Countering the Hard Right
These manipulative tactics have polluted our politics. Communications professionals and journalists must pursue new tactics and maintain control over information:
Prioritize Substance Over Sensation:
Instead of chasing every inflammatory Trump post, media outlets should focus on investigative pieces and in-depth reporting, for example, over policies on immigration and the economy.
Well-written articles can establish relevance for the person on the street, reclaiming the news agenda.
Verify Information at All Times:
Before amplifying a claim, a journalist should cross-check sources. When Trump asserts the Atlantic magazine is failing — a deception to bury the revelation of the serious national security breach by his top officials using Signal in discussions of classified information —- show the statistics to prove it is not.
Demand concrete evidence before running stories about Trump’s assertions on topics such as election fraud or immigration.
Educate Audiences:
News segments and social media campaigns should explain how “flooding the zone” works, using examples where distraction tactics buried scandals. Focus on the long term rather than the short term.
Engage with New Media:
Journalists and communications professionals should engage audiences through podcasts and independent digital platforms to counteract distractions in the mainstream media. Legacy media is not as influential as it once was, and many focus on Trump just to boost ratings.
Own the Conversation:
Understand the psychology behind “flooding the zone”. Compete for column inches or airtime inserts by recognizing a method behind the madness.
Repetition is key. Emphasize the facts again and again. Brands do this all the time, yet political communications often focus on the messenger and not the message.
Rather than complain about “flooding the zone,” create strategies to defeat it. In the UK, Pippa Crerar and Paul Brand broke the Partygate stories in 2021, persisting despite attempts to divert the story. The outcome was the collapse of Boris Johnson’s government.
By recognizing and understanding these strategies, communications professionals and journalists can better navigate the complexities of political tactics, ensuring public discourse remains focused on significant issues rather than on personalities, diversions, and falsehoods.
