In doping cases, which are used for the removal of our athletes from the Olympics in Rio and other sporting events, there is one interesting effect that I would like to draw special attention.
Many have heard the term “Overton window”. But what is it? Let’s start with definitions:
The “Overton window (the same window of discourse – the limits of acceptable from the point of view of public morality spectrum of opinions in public statements.”
I’ll try to explain by examples.
Take this view: “the Ukrainians are freeloaders, dependent only on someone else’s neck is able to sit. In Russia, this point of view is met with understanding most of the companies. This is an example of the Overton window for the Russian audience, especially for an audience of mister Kiselyov, which talks about the Ukrainians of these items. And all that corresponds to them, for example the thesis “Ukraine is we don’t need”, “let them go to their Europe”, “they without us still will not live” – all this is accepted with readiness and acceptance.
Let’s take another point of view: “Russian – quilted jackets, Putin slaves”. This is already the Overton window to the Ukrainian public: this frame of discourse adopted by a significant part of it, especially the audience Savik Shuster. And everything here is placed, for example, “well, we were separated from Russia” – is also accepted with willingness and consent does not require proof.
By the way you can as an example be called the Overton window, which is or at least was recently common for both Ukrainian and for the Russian audience. This window can be described as: “the Ukrainians staged a Maidan”. With this thesis two years ago was according to the majority of Russians and Ukrainians. Evaluation of the Maidan dispersed, but that the Ukrainians staged a Maidan – believed the majority.
So the Overton window is frame valid.
Window, which can be described by the thesis “the Ukrainians – parasite” allows the Russian authorities to take Ukraine to the West under the General approval of the Russian society, expressed by the words “now let Europe feed them”.
Window, which can be described by the thesis of “Donbass did not listen to Putin and even there half of Ukrainians”, allows the Russian government to push the Donbass back to Ukraine under the tacit consent of everyone who looks at the Donbass through the window.
Window “Putin is a dictator, Russian – quilted jackets and Putin’s slaves”, which allows the Ukrainian authorities to conduct anti-Russian policy, make harmful for Ukraine and favorable decisions for themselves under the approval of the Ukrainian society.
Overton window or frame of the discourse in the social scale, do not occur and do not disappear overnight. And move them is also very difficult. To create or to eliminate the Overton window – you need either a well-prepared soil, or some massive upheaval, but better – both.
So the window in Ukraine is fascism” was created after the Maidan when the Russian audience for a long time and regularly showed thugs with swastikas, the crucified boys and other bright shocking stories. And after a while the audience began to spread seen on the whole of Ukraine, all Ukrainians, not even thinking that among the thugs with swastikas were a lot of Russian, and in Russia these thugs enough. Just do not allow them to gather in one place at one time, and Ukraine is allowed.
Window Ukrainians – parasite” appeared on a well-prepared soil, resulting in 80-ies, when Soviet society became popular ideas, like the economic problems of the USSR due to the fact that “feed everybody.” At first it was talking about using a remote African and Latin American countries, then about Central Asia, at the end of the 80s the Russian began to speak about the Ukrainians, and Ukrainians are Pro Russian.
We can say that the “Ukrainians – parasite” is the result of formation in the previous step, in 80-ies, the wider the window “live badly because we feed everybody.” By the way, this window is also not accidental and it is possible to divide the Soviet Union: after all, many people then really thought that independence will lead to a better life. And not only in Ukraine. Had such thoughts in the RSFSR, or the deputies didn’t vote on 12 June 1991 for the sovereignty of the RSFSR (in fact for secession from the USSR).
So work the Overton window. They provide the authorities the opportunity to freely make decisions that are, relatively speaking, are held in the Overton window. The society will support such a decision, or at least not condemn it, silently agree.
And then the window can expand, move or create another window, more specific, better tuning of public opinion on the necessary authorities to solve.
Now back to the topic of doping cases with our athletes. It would seem, what does the Overton window? And despite the fact!
High-profile doping scandals, especially leading to the suspension of Russian athletes from the Olympics is a way to create an Overton window for Western companies. This window can be described as follows: “Russia is the land of doping, rampant corruption, the Russian did not honestly know how to win and their victory is based on the use of prohibited techniques”.
The Olympics and doping scandals with participation of the Russian national team – a great opportunity to create such a window. Better not to think.
The fact that the economic news is looking a few, about corruption cases in Russia the average Westerner does not know anything – he’s not interested. About sanctions, too, know very few, is a topic for specialists. About Crimea Western people have long forgotten.
Many in the US do not really know where this Peninsula. One held two years ago in the US, surveys showed that 99% of Americans have trouble imagining where, in principle, Ukraine is showed from Alaska to Africa. Among the British many thought that Crimea was part of Russia, because Russia in the 19th century Britain was at war in the Peninsula, not Ukraine. So many Britons were surprised to learn that the Crimea was part of Ukraine, only after they were told about his return to Russia.
In General, the episode with Crimea, as they say in sports – involved. In any case, of public opinion. None of the Western people is not interesting to delve into this issue.
But the Olympics is not only fresh the actual event, but also very popular, attracting a huge audience. According to statistics from the Olympics looks almost half of the inhabitants of the planet, but in developed countries, the percentage of viewers of the Olympic games even higher.
This means that the absence of the Russian team at the Olympics, or even if some of the athletes (the most popular and “medal” Olympic games) will notice about half the global audience and about 3/4 of the inhabitants of Europe and the USA. And the suspension of Russian athletes, not to mention the whole team, sports commentators will surely draw the attention of the audience, because it’s not commonplace, this happens generally for the first time in the history of the games.
But as Western journalists comment on the lack of Russian athletes at the Olympics? The answer is obvious – will say that the athletes got suspended because of massive use in Russian sports doping, because of the decisions of the IOC, WADA, IAAF.
And none of the Western inhabitants will no longer go into details and to understand, and fairly dismissed or not, all Russian athletes are guilty of doping or just some. Moreover, the layman will not climb in the Internet for more details during the Olympics, when I want to watch the game, and not delve into the murky topic. In this case the message that the Russian athletes were suspended mass doping, resulting from the corruption of the Russian officials, postponed in consciousness. Because the case is not private.
And if the Western most after the Olympics will perceive Russia as a country of doping, corruption and dishonest victories, what does that mean? What Western society will be willing and agree to accept all new theses, reports and decisions of their government against Russia, which will meet in this Overton window. You have to frame specified during the suspension of Russian athletes of discourse.
This means that after challenging the results of the Russian athletes, it will be possible to challenge the results of Russia as a country in General. You can blame all the Russian authorities in the use of prohibited methods, both political and military. And Western people agree with this image of Russia as a corrupt state, is not trustworthy in anything.
And joke about the fact that the capture of Palmyra is not counted due to a detected in the blood war Meldonium, the will is not entirely a joke. It will be a joke with a great deal of truth. And then it turns out that Gagarin’s flight into space is not counted. Moreover, many Americans now think that the first cosmonaut was Armstrong.
And the Soviet victory in world war II will also be questioned. In fact it was already delivered, but will be put under even greater doubt.
And so are the Overton window really is.
They are not bloggers, which reads a thousand or even a hundred thousand people – a tiny audience, even by Russian standards – less than 0.1%. The Overton window is created, expanded and shifted during such events as wars and the Olympics, followed by millions, tens of, hundreds of millions.
And these Windows run TV channels – CNN, Fox News, BBC. Windows in Russia – the First Lead. Windows in Ukraine – Fifth and inter.
But television also can not create the Overton window out of nothing – they need texture, content, event, which can be interpreted to show on the right side. The TV station can show a white ball a black or Vice versa, but this requires the balloon. Or the cube. Or a pyramid. Need something from the real world, at least for now, while we have not yet plunged into the virtual matrix to the end.
This event can be differently interpreted, forming the desired perception, desired image, it was the Maidan, the shooting of “heavenly hundreds”, footage of the beating of students.
And now this event will be the Olympics without the Russian athletes. Or no Russian athletes. And this the real fact will be just a certain way to comment on, season and serve. And under the action of this “doping” a window in which to present Russia as the country-corrupt, crook, the country is not able to be honest to play and win, therefore, excluded from everywhere… No, this window will not appear – it already exists for quite some time. Just that window will become wider.
And there will be opportunities to introduce new sanctions and exclude Russia from various international organizations and communities, under the consent and approval of much of the Western audience.
Here’s a dope turns out to Overton.
Alexander Rusin
