Cognitive tripe

I have been surprised by the self-immolation of so many businesses and institutions on the alter of postmodernist critical theory. ESPN was one of the early examples of a business seemingly overcommitted to postmodernist critical theory commentary and under-committed to its traditional viewers and what they want to watch.

Markets can take a while to adjust to external stimuli but it has always seemed astonishing that so many should be so committed to such cognitive tripe. I can understand that some media companies must have felt like their salvation during digital disruption depended on better market segmentation and once they began segmenting badly, they might spiral into financial oblivion.

I can see how that might happen. What I don't understand is how they ever thought that segmenting on ideology was a winning strategy. And of all the ideologies by which to segment, choosing postmodernist critical theory seems among the least obvious. The Venn Diagram intersection between red-blooded American sports viewers and enthusiasts for postmodernist critical theory is notably small. But that is the corporate strategy they pursued.

But even the willfully obtuse, when administered enough shocks, can eventually modify their behavior. From ESPN President Jimmy Pitaro is fighting the cord-cutting wave by Stephen Battaglio.

Pitaro has also satisfied ESPN’s more traditional fans by steering commentators away from political discussions on-air and on social media, which heightened during President Trump’s criticism of NFL player protests against social injustice during the playing of the national anthem.

“Without question our data tells us our fans do not want us to cover politics,” Pitaro said. “My job is to provide clarity. I really believe that some of our talent was confused on what was expected of them. If you fast-forward to today, I don’t believe they are confused.”

Now whether they are serious about stepping away from postmodernist critical theory or are able to pull it off as a strategy remains to be seen. I wish them luck.