These are hard times for the satire business, and not just because of the bad economy. The bigger problem for the modern satirist is that no parody can be so broad, so exaggerated, so obviously made-up that much of the public won’t take it seriously.
Yet another example of this phenomenon was recently provided by the many supposedly smart writers who regurgitated some obviously fabricated quotes attributed to Republican vice presidential nominee Paul Ryan. The column had Ryan responding to some pol’s claim that he would have to wash off the “stench” of his association with Mitt Romney by saying such things as “If Stench calls, take a message” and “tell Stench I’m having finger sandwiches with Peggy Noonan and will text him later.” A casual reader could be forgiven for failing to notice the satirical intent because of its lack of humor, a usual indicator of satire, but the quotes are so at odds with the usual caricature of Ryan as bland and annoying wholesome that it should have tipped off anyone the slightest bit astute.
An even more frustrating example from recent days is Mitt Romney’s infamous statement that “I can relate to black people, my ancestors once owned slaves.” Romney never said any such thing, of course, and anyone who wants to trace this bizarre rumor to its source will eventually arrive at a little-known internet publication with the telling name of “Free Wood Post,” which bills itself as “news that’s almost reliable” and offers a disclaimer that flatly states all articles are fiction and “any resemblance to the truth is purely coincidental.” Even this was insufficient to prevent the quote from appearing on countless blogs, tweets, and exceptionally gullible cable news networks such as MSNBC.
Similar mistakes are too numerous to mention. Cases of people falling for similarly obvious attempts at satire in the widely-read on-line satire publication The Onion are so common that a site called “Literally Unbelievable” has been created just to chronicle them.
This problem goes back at least as far as the era of Mark Twain, who noted that “To write a burlesque so wild that its pretended facts will not be accepted in perfect good faith by somebody is very nearly an impossible thing to do,” but we suspect that it’s far more in the post-Gutenberg era of sitcoms and Saturday Night Live-derived movies. As practitioners of a drier form of wit, we’ve discovered that too many people now require a comically contorted face or outstretched palms or some other form of ample warning that a joke is coming, with a howling laugh track to accompany both the set-up and the punch line, and then have it followed by a capitalized “LOL” in order to understand that a remark is not meant to be taken literally.
We suspect the polarized state of American politics probably has something to do with, too, as people are ever more eager to believe the very worst about their ideological opponents. At the “Literally Unbelievable” site there are several examples of Republicans falling for clearly satirical exaggerations, but the Democrats who truly believe that anyone to the right of Sen. Al Franken is plotting for environmental Armageddon and the restoration of slavery seem to be most susceptible to mistaking satire for journalism.
— Bud Norman