QUEENS UNIVERSITY
Internal Spin & Paying the
Mortgage
The Pervasive Influence of Cognitive Dissonance Theory in Thank you for Smoking and
Modern Society
Peggy McGill
12/20/2013
"The beauty of argument is that if you argue correctly, you're never wrong." – Nick Naylor
Literature Review
Ever since Leon Festinger originated the theory of Cognitive dissonance in 1962 there
has been a plethora of literature with an assortment of ideas that fully supports, illustrates and
expounds upon this theory in a variety of ways. (Littlejohn, Stephen W. & Floss, Karen A. ,2011,
p 95) From the political arena, Marilyn Lashley discusses the politics of spin that proposes a
different perspective of cognitive dissonance in the term of “Spin”, which can be viewed any
day on any different news channel. This is“ A public relations term often used derogatorily in
the political context, “spin” is the act of presenting a biased portrayal by selecting or
manipulating facts to advantage a person or situations.” (Lashley, M.,2009, p.365) In moving to
the economic arena where Ackerson and Dickens state “Because of cognitive dissonance,
beliefs are persistent once adopted. Persons tend to avoid or resist new information that
contradicts already established beliefs. As an application, this model yields some insight into
the economics of innovations.”( Karloff, G. A., & Dickens, W. T. 1982, p. 316) Cognitive
dissonance is even discussed within the technical field where the theory is applied to employee
attitudes. “ From a management perspective, cognitive dissonance theory may be applied when
an employee has a particular attitude about something that the organization would like to
change, such as a negative attitude toward technology changes at work.”(Lilly, J. D., & Durr, D.
W., 2012, P. 194)
In examining the available literature, we found several non-peer reviewed blogs and
articles regarding certain examples of cognitive dissonance in the film industry, however there
was no specific literature that showed available or accessible studies regarding the extensive
use of the Cognitive Dissonance theory in the movie, Thank You for Smoking.
Methodology
In order to examine the various meanings of this text, I began by studying the text itself,
along with researching various reviews. I found it intriguing to write a rhetorical perspective
about a movie largely based on rhetoric as its theme. As Brummett suggests, “To think
rhetorically is to think of meaning as powerful and as affecting people.” (Brummett, 2010,)
From its satirical viewpoint, Thank you for Smoking is a film that holds up a mirror to society
and causes individuals to question their own actions. I observed many layers within the
message of this film. First, this text serves more as a reflection of society rather than the usual
happy ending style of Hollywood movies. “Kenneth Burke suggests that as equipment for living,
rhetoric assists the audience in coping with or maneuvering through life. In this way, rhetoric
provides a chart or map- a creative set of guidelines for selecting a course of action as we move
through the world.” (Littlejohn & Foss, 2011, p. 358) Since each of us takes our own “truth”
and perception from the presentation of the film and applies it to our own circumstances, the
strength of this text is that with its powerful use of satire it encourages the user to
contemplate and reflect and then take their own “guidelines” from the film. “Well-done satire
can leave an unforgettable image of concepts you want to emphasize.” (Champoux, Joseph E.,
2009) Thus giving more power to a message that otherwise may not quite have been received
as easily. We will also argue that Thank you for Smoking, “ which forces us to focus on the
nature of message ‘spinning,’ word twisting, and other communication and negotiation
strategies used as much to confuse as to clarify.” (Benjamin, Robert, 2006, Film Review) carries
a very powerful message regarding self-persuasion and how we create our own internal spin
and rationalizations in life. We must each ask ourselves, How far would we go to pay the
mortgage?
We will take each of Festinger’s questions regarding cognitive dissonance and ask them
in each scene; “Why and how does dissonance ever arise? How does it happen that persons
find themselves doing things that do not fit with what they know, or having opinions that do
not fit with other opinions that they hold? “As stated before, this film is not pointing out what is
right and wrong only that all of us are capable of both, because we benefit from it and are able
to rationalize it. I have chosen four key scenes in which I will argue that cognitive dissonance
can not only be found in the scene but created within the viewer as well. We will also continue
to showcase our main theory that, “Thank You for Smoking hold a mirror up to the viewer and
illustrates that all of us at one time or another will engage in cognitive dissonance and creates
our own “internal spin” in order to benefit in some way. “(Page 1)
Scene 1 – The Talk Show and Cancer Boy
It is very clear that Nick Naylor loves his job. In a scene that should illicit sympathy and
caring while dealing with a dying boy, Naylor begins his shuck, twist and jive on the subject of
smoking teenagers. He then makes a statement that while true, horrifies the audience. With
his continued exuberance for his brand of spin He proceeds to quickly change direction and
explain that big tobacco supports America’s youth. Subject changed and Spin Control achieved.
Naylor is pleased with himself that he was able to turn the situation to his advantage and feels
no remorse. Basically he did his job. We will argue that it is the audience in the movie and
ultimately the viewer who feel cognitive dissonance.
Scene 2-Moral Flexibility
Why does Nick Naylor do what he does? Because he is good at it, and because he can.
There is no magic, no internal draw, and no powerful passion. He is simply good at talking and
convincing people of his point of view. He works for the tobacco company and is fully aware
that cigarettes kill people, but continues to do his job in promoting cigarettes. Yet he feels no
conflict or dissonance at this point. If Nick has does have an area of conscience, it is his son
Joey. He wants very much to be a good father. In this particular scene Nick has brought Joey
on a work trip with him and Joey starts asking him about what he does as a lobbyist. Nicks
answer is truthful, poignant and unsettling; he admits he has a moral flexibility. Here is the
mirror for the viewer to reflect as we all uncomfortably look at our own Moral Flexibility.
Scene 3 – The Marlboro Man
Perhaps the most emotional scene and the pinnacle of Nick s journey into cognitive dissonance
is when he meets the “Marlboro man”. The Marlboro man represented the tobacco company
when he was young and advertises for them by sharing the message that it was cool to smoke.
Now he is old and dying of lung cancer. . Nick has been directed to pay this man off in order to
buy his silence, and sadly he takes his son along on the trip. The idea behind this deal is that if
the Marlboro Man takes the money he has to shut up. There is enough money to take care of
his family well after he dies. The catch is that if he takes the money he cannot continue telling
the world how bad cigarettes are. For the second time Nick sees the results of his labors, a man
clearly dying from the product he promotes, but he is there to bribe him and not help him. This
is finally where Nick Naylor finally meets his Waterloo and Cognitive Dissonance
Scene 4 – The Senate Hearing
It is interesting that as Nick, our anti-hero and favorite Sultan of Spin, heads to congress
we find ourselves rooting for him. The dichotomy of this scene is that the senators want to
argue about the incredible dangers of cigarettes, yet they represent many other industries that
can be just as dangerous. Hypocrisy at its very best as Nick smugly and rightly points this out.
Sadly nothing is proved in this scene except that Nick is right; “if you argue correctly you are
never wrong.” And that spin is truly the name of the game, However he delivers probably what
are the most honest words in the film that do not involve spin; “Gentleman. It's called
education. It doesn't come off the side of a cigarette carton. It comes from our teachers, and
more importantly, our parents. It is the job of every parent to warn their children of all the
dangers of the world including cigarettes so that one day when they get older, they can choose
for themselves.” (Nick Naylor – Thank You for Smoking)