I used to work for the Independent National Newspaper in Canary Wharf, London. I can remember in the build up to Christmas, my department was having a large and expensive new computer system installed because the newspaper was being relaunched, it was when Andrew Marr and Rosie Boycott were becoming joint editors, I digress? The system was being put in just before Christmas, but it was a massive task, with numerous issues & overruns. As Christmas approached, there were still a number of teething problems, which led to stretched relations between the system supplier and the newspaper staff. At one meeting about the integration of the system, my director had been trying to get more time investment from the installation company, only to be told that their people weren’t going to be available on Christmas day. My director was frustrated and furious, asking that are you doing that’s more important than sorting out our system!?? Without hesitating, the guy from the installation company said celivering Christmas hampers to the elderly.
The impact was immediate; everyone in the room started laughing & my director joined them, realising that he’s perhaps been a bit unreasonable. Everyone knew that the story about the elderly wasn’t true, but that didn’t matter ?the statement had changed his perception of the situation, instantly, & he started behaving more reasonably. Changing the contextual frame: There was an advertisement for the Guardian newspaper, which showed a set of still photographs arranged in a particular action sequence. The photographs showed a large framed man with very little hair on his head, wearing jeans and boots, running along a pathway with a real purpose. In the first frame he is running towards an elderly lady; in the second frame, you see him knock her violently into the street; in the third frame you see him make his escape, obviously and seemingly this is another thug terrorising the elderly. Then, when you turn the page, you are presented with some wider angle shots. In the wide-angle shots, you see the elderly lady casually walking beside a building that has building works being carried out upon it and where a cement mixer is about to topple from a scaffold.
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