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EDWARD DE BONO'S MESSAGE - 31st July 2000

A Standard Dishonesty Rating System for Newspapers

Something of the sort is badly needed. This rating system should be of interest to departments of media studies, to advertising agencies and to schools that encourage their pupils to assess the media. Suggestions to improve the system are welcome. Anyone can download and use the rating as they wish provided they acknowledge its source. Should you wish to use the actual example given here you should obtain permission from the Guardian newspaper who published the piece. I am sure, however, that they would not be ashamed of what they published.

There is a cumulative points system with points scored in the following manner:

D10 (ten points) - An outright lie. A fabricated falsehood. A statement which is simply untrue.

D9 (nine points) - A total fabrication or invention. This is similar to a lie but is not the opposite of the truth.

D8 (eight points) - An inaccuracy. It is never possible to tell whether an inaccuracy is accidental or made deliberately. It is the responsibility of the journalist to be accurate - especially where a tape recorded has been used.

D7 (seven points) - Deliberately misleading. This is a statement which is intentionally misleading even if not totally untrue.

D6 (six points) - Shading adjectives which have no objective basis whatsoever other than the subjective intentions of the journalist. They are used to give a false impression.

D5 (five points) - Designed juxtapositions. While the elements may be correct the use of them is designed to give a specific false impression.

D4 (four points) - Subjective judgments which are not clearly expressed as a personal opinion.

D3 (three points) - Disproportionate emphasis on minor points or trivial matters in order to build a certain impression. The perspective is totally wrong.

D2 (two points) - Selected perceptions. The deliberate choice of a particular way of looking at things in order to make a point. Disregard of other more likely ways of looking at things.

D1 (one point) - Personal comments which have nothing to do with the points being made.

Note that the same item may fall into several of the above categories at the same time and may therefore attract a multiple rating.

The above ratings can only be applied to what has actually been written. The other half of 'dishonesty' deals with what has been deliberately suppressed or omitted because it could contradict the intended impression. Unfortunately,  prior knowledge of the matter is needed in order to assess this type of dishonesty.

The Rules of the Rating System

1.    The overall D-rating of any publication is given by the highest dishonesty rating of any piece in that publication. It is not possible to balance honesty with dishonesty. Since there is never any excuse for deliberate dishonesty, an editor has the responsibility of refusing to publish dishonest pieces.

2.    If there is evidence that substantial material has been suppressed or omitted then the initial D-rating total is doubled.

3.    If the offending publication is asked to correct published errors or false impressions and refuses or omits to do  so, then the rating is doubled.

4.    The D-rating remains in force for a period of one year from the date of publication of the offending piece.

Readers of publications, advertisers, advertising agencies and commentators may all wish to react to D-rating in their own way. There may be a reluctance to be associated with a publication with a high dishonesty rating.

(The following article - THE THINKER by Emma Brockes was published by the Guardian Newspaper on 19th July 2000. The website address of the Guardian is www.guardian.co.uk. The text of the article reproduced below has not been altered in any way. The article is the copyright of the Guardian Newspaper.

It is a very regrettable article that serves no purpose other than to personally attack and denigrate my brother Dr Edward de Bono. It is extremely sad that the author should be so myopic not to realise the potential damage to hundreds of thousands of children that could ensue when a simple CAF or C&S could have avoided this ego trip.

I requested permission from the Guardian to publish the article on this website on 20th July 2000. I accepted the conditions for publication on 20th July 2000 and was advised that a copyright licence would be sent to me on 21st July 2000. These communications are evidenced by e-mail. I have not received the copyright licence yet and sincerely hope that this is merely an administrative matter, agreement having been reached and the fee of GBP 15.00 awaiting delivery. 

Peter de Bono
Webmaster
2nd August 2000)

 

What is not obvious from this piece is the huge chunks that have been left out. In order to see some of these read the piece below which was on my site last week.

RATING:

The total rating is D171

Because of the huge amounts deliberately suppressed the rating is doubled to D342.

Letters sent to the newspaper to correct some of the errors were never published so the score is doubled again to D684.

So the dishonesty rating is D684

The normal rating of a piece should not exceed 30.

Edward de Bono nmt
30th July 2000
Malta

EDWARD DE BONO'S MESSAGE - 24th July 2000

The Guardian … again!

What happens to a newspaper that continues to insult the intelligence of its readers? What happens to a newspaper that does not realise that times have changed and that clever-clever opinions of its writers are of less interest to the readers than honesty? Ask the Guardian. The Guardian is a newspaper with a relatively modest circulation. In fact I am chairman of an organisation with more members than the Guardian has daily sales. The Guardian continues to lose circulation as it has been doing for some time.

Some time ago I, myself, was stupid enough to think that the Guardian could not really be as stupid as I thought it was. So I agreed to an interview. The resulting interview is so full of inventions, inaccuracies and rubbish that I intend to publish an 'annotated' version to be given to schools and universities with media departments who want examples of journalism at its lowest level.

Most newspaper readers are genuinely interested in what is going on in the world. Now you might think that the following matters might be of interest to readers of the Guardian.

*The teaching of just six hours of thinking to unemployed youngsters in the government's New Deal programme, increased their rate of employment five fold! How did this happen? Why did this happen? What did six hours of thinking do that ten years of education had failed to do? Was it an increase in self-esteem? Were youngsters who had been labeled as failures by education shown that they were not stupid at all. There are a lot of potentially interesting points. After all, this is probably a more dramatic effect on employment than anything ever tried before. Were the Guardian readers made aware of this through the interview? - of course not.

*In South Africa the teaching of thinking to totally illiterate miners at the bottom of platinum mines had a dramatic effect on behaviour. In the Karee mine there was an average of 210 fights a month between the seven different tribes. Susan Mackie and Donalda Dawson taught thinking directly to the miners. The fights dropped from 210 to just 4. Should this be of interest to readers of the Guardian? Historical hostilities had not changed. Human nature had not changed. But behaviour had changed dramatically. Maybe 'thinking' is much more powerful than we believe. Maybe thinking can really be taught. Were such interesting points brought up in the interview? - of course not.

*In Finland, ABB (a large corporation) used to spend twenty days on their multi-national project discussions. Using parallel thinking they found they could do it all in just two days. This is a dramatic improvement in productivity. Other organisations have had the same experience. Maybe 'argument' is a primitive and old-fashioned way of proceeding. Were the readers of the Guardian given the opportunity to ponder such possibilities? - of course not.

*In the U.S.A. the judiciary in several states is interested in carrying through a pilot project in which jurors would be trained in parallel thinking. This removes the influence of egos and personalities and gives a better framework for objective exploration. This is a profoundly important question from a justice point of view. Does justice depend on the 'relative' stupidity of jurors? Could the readers of the Guardian be given the opportunity to think on this question? - of course not.

*In San Diego in February 2000 I was asked to give the opening talk at a special meeting organised by the American Bar Association on how lawyers could be made more creative. The difference between the legal mind-set of 'judgement' and the different mind-set of 'designing a way forward' was very apparent. An interesting matter: should lawyers be made to be constructive? Guardian readers might have liked to think this through. Were they given the opportunity? - of course not.

*In the United Arab Emirates, from this September, the basic CoRT programme for the teaching of thinking is becoming mandatory in schools. Why is the U.A.E. ahead of the U.K. in this respect? Should the Guardian readers know about such things? - of course not.

*In June I was asked to give a keynote address to the European Association of Venture Capitalists (EVCA) in Paris. There were some 700 people present and they invest about Euro 25 billion in Europe. The key question was: should investment be made on track record or the value of the concept? A matter of considerable interest. Could this have interested Guardian readers? - of course not.

*In March I was made chairman of an organisation that has 500,000 youngsters (across Europe and including Russia and Israel) as members. What is this organisation and what does it do? Should Guardian readers have been given a chance to find out? - of course not.

*In May, in Jordan, I was asked to lecture to the educational committee of the Palestinian Authority responsible for the education of 400,000 youngsters in refugee camps. They intend to teach thinking to these youngsters. Could this have been of interest to Guardian readers? The interviewer thought not.

*In February 2000 I was invited to Israel to receive a special award as a pioneer in the teaching of thinking. The Branco Weiss Institute in Israel was set up to teach this material in schools and elsewhere. Again, such matters are of no concern of Guardian readers.

So if these potentially interesting matters did not appear in the interview that what was the interview all about. It seemed to be all about whether the interviewer liked me and whether I talked too much about my achievements. Such childish nonsense. If I did not talk about all these things then how would the interviewer know about them? It is possible that I could be the world's biggest braggart but still be doing very interesting things. The interviewer complained that she was not able to insert questions. This is a feeble excuse for any experienced interviewer.

All the above is only half the story. The Guardian is insulting the intelligence of its readers by assuming they are more interested in whether the interviewer likes me than in the important things that are going on.

There are hundreds of thousands of people who know my work through books, seminars, university etc. etc. When they read the rubbish put forward in the Guardian their opinion of the interviewer ad the Guardian can only be lessened. They know what I am about so the interview is seen as prejudiced and feeble.

It is easy enough to give the wrong impression through omissions, fabrications, inventions and subjective impressions. That is insulting the intelligence of readers and contemptuous of their interested. Any editor who endorses such behaviour in doing his or her newspaper no great service.

 

 Edward de Bono nmt
23rd July 2000
Malta


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