Kaitlyn Lawes twitter!

Great exchange! Figure skating challenge up next! #Trillium2014 #crossfit #guesswho

Did u know Kaitlyn Lawes is the 3d most followed lady curler on twitter! #16.2k

Hey Kaitlyn Lawes lost all other punctuation on her keyboard/phone! #somanyexclamationpoints

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I don't know which is worse - this or Jessica's winks and hearts.

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All of the questions in this post are rhetorical. I haven't done enough research to have the answers.

Part of this blog and blog comments section has been looking at social media marketing, including its standards of integrity. I'm curious about how come what Tessa and Scott do, which is to combine deceiving the public on twitter with promoting their sponsors on twitter, is okay. Lawes does the same thing. Mostly I wonder if we must then assume that Lindt and pb chocolate milk can be considered participants in the manipulation and hoaxing of the public about Scott and Tessa's relationship.

Most people inside Scott and Tessa's network know they're married and have a daughter; this network can be described as enormous. Scott and Tessa must be getting feedback that their tactics are fine. It seems to me they've been innovators in using social media to not just actively promote a hoax, but in actively gaslighting the supporters of their skating, and those who follow figure skating. They're not reactive. There's no pressure from the media. Scott and Tessa instigate.

That last, the "it's not us - it's you" (actually it's "it's not us - it's them (fans)) is the "unique" component of all this - to actively and repeatedly report to the people you're lying to that you're being nothing but truthful, and, taking it a step further, to assert that the people you're lying to are confusing fantasy/performance with reality. You present yourselves as constantly needing to get out there and set people straight. (Which is another lie - they lie about their supporters. Apart from the blog, Scott and Tessa's false version of their status isn't questioned online.).

Until the reality show, one might argue that the people who partner with Scott and Tessa - other athletes, sponsors, representatives - aren't aware of Scott and Tessa's tactics. Figure skating doesn't get much coverage, nor do the personalities in the sport get coverage unless they're actively seeking it out. People in entertainment, talent management, other sports, event production, and sponsorship might be under the impression Scott and Tessa function like a lot of couples who maintain a platonic facade for privacy reasons, although even before the reality show, Scott and Tessa went into way more detail about how platonic they are than other couples have ever done. They repeatedly did entire interviews in print and video where that was all that was discussed. With Scott and Tessa, it's a little difficult for anyone to pretend to believe they're just working from a defensive position, but if you're not keeping track, that assumption can be made. But once they did the reality show, nobody could pretend that anymore.

This type of situation hasn't been addressed by the FTC (or, in Canada, the Canadian Competition Bureau, the FTC equivalent), or made it into any social media best practices guidelines. I imagine nobody at the FTC/Canadian Competition Bureau is even aware this sort of thing exists - Scott and Tessa are unique, after all. With the internet, rules and guidelines evolve in response to issues as they come up.

FTC/Canadian Competition Bureau

The linked article discusses the FTC's ability to govern Canadian advertising and sales practices (I imagine what Scott and Tessa do isn't sales/advertising, but marketing and promotion).

Here's the combination of factors that I question, wondering mostly if this is okay, and will become common practice:

1. Scott and Tessa publicly insist they are single and dating other people.
2. Scott and Tessa are married to each other, and have a daughter.
3. Their extensively promoted reality show, "Tessa and Scott," which aired on the commercially broadcast W network geared towards "women's programming", told us Tessa and Scott are each unmarried, are platonic, are not a couple, and told us Cassandra Hilborn was Scott Moir's girlfriend.The actual facts are Tessa was his wife, he was a married man, they have a daughter, live together as a family, and he was not dating Cassandra Hilborn.
4. W is an "entertainment" network, not a news channel; but their marketing of  "Tessa and Scott" stressed that we'd be seeing Tessa and Scott's actual life, the real them.This promotional angle was specifically built around Scott and Tessa's honesty, transparency, sincerity, and genuine character. Scott even took to insisting it was a documentary. (I don't know if describing your personalities as genuine, sincere, etc., rather than using the words "honest" or "the truth" to describe the content of the show you're promoting, constitutes a technical out, but marketing guidelines are ALL about those semantics.)
5. Scott and Tessa repeatedly portray the public as self-deceived in wishing or wrongly suspecting that Scott and Tessa would ever be or are together as a couple.
6. Any review of fan discussion outside this one blog will demonstrate, going back years, that fans do not and did not challenge Scott and Tessa's version of their relationship, and Scott and Tessa were not and are not responding to persistent or vocal skepticism from fans.
7.Scott and Tessa are proactive. They frequently introduce the subject of their relationship, using every social media, legit media and reality television manipulation and flat out lie under the sun.
8. Scott and Tessa use the same platforms they use to lie to the public to promote their sponsors. Do the sponsors know?

Does this mean a public figure can basically tell any lie they want about their personal circumstances on social media, market it, and have it be validated by legitimate media, sponsors, other public figures?

The meanest person is always the smartest person

From Dictionary.com

Role Model

noun

1. a person whose behavior, example, or success is or can be emulated by others, especially by younger people.

This post is a continuation of the post section below that talks about #ALSicebucket challenge. It revisits past behaviors that have been discussed here before, with the understanding that these behaviors reflect patterns that continue to surface in Virtue and Moir's interviews, in the reality show, and on social media. It's organized around the idea that, while many of Scott and Tessa's choices in public relations and marketing appear to be calculated based upon what they believe will work on the absolute lowest common denominator (a/k/a "skating fans"), as well as what they believe will most effectively exploit and disparage that segment of the public, these choices are more telling about Scott and Tessa.

I believe Virtue and Moir are role models for other elite skaters when it comes to skating and training.They’re role models for how to be polite, low maintenance, considerate and gracious while the center of attention in public.They’re role models for how to be well put together and poised when rubbing elbows with notables.

The thing with Virtue and Moir as role models beyond those areas is they never appear to grasp any larger picture.Tessa, in particular, appears susceptible to imposing thought systems on everything beyond her personal framework. God forbid she take in what's actually out there. She's the original forest for the trees archtype.The woman is always looking for a state of the art filter, the best life edit app.

All of their lives, they’ve been at the center of the frame. It’s been about them.Tessa, in her social media presence, comes across like the stereotype of a sorority girl every parent wishes their daughter would be. Why can’t you be more like that nice Tessa Virtue. As skaters and athletes, they’re role models. Beyond that, there are skaters who are douchier, but also plenty of skaters who do a better job as role models a regular person could look up to. What Patrick Chan, Jeremy Abbott and Paul/Islam did with the #ALSicebucket challenge is absolutely effortless, but you never see Scott and Tessa thinking of it. Everything outside a universe that has the two of them as its focal point is just a metric.

It’s a bit ironic that the post below looks at the merits of raising “awareness”, when Scott and Tessa’s apparent lack of awareness around some basic issues of empathy, common sense and how "A" connects to "B" has been so marked during their time in the public eye.There are few supposedly intelligent public figures who are more obtuse.

I guess what they do works, if the goal was to turn many of their fans into eager, panting puppies, desperate to appease and please.What it looks like to me is a lot of fans are behaving that way in order to encourage Virtue and Moir to stick around. Fan dynamics tend to be the same no matter what fandom we’re talking about, but as far as I’m aware, this particular aspect seems particular to Scott and Tessa fans.This worry that if fans do something wrong, Scott and Tessa will cut off the supply of Scott and Tessa. I don’t see other fans worrying like that. Even Meryl Davis fans who respond angrily when her looks or skating are criticized don’t appear to worry that criticism will drive Meryl out of the public eye.

IMO there’s a failure on Scott and Tessa’s part to ever really consider what’s outside the frame. What’s outside is other people. Fans have another existence apart from their fandom.They’re human beings. In their public behavior, Scott and Tessa only consider fans as fans.That’s fine most of the time, but there are times it’s helpful to remember, before you open your mouth, that they’re also people. The beaten puppy syndrome described in the above paragraph is a consequence of Scott and Tessa’s manipulations over the past seven years. Fans know there's something elusive and shifty about Scott and Tessa's public personas, and many fans seem to believe that if they modulate their behavior, and control the behavior of other fans, Scott and Tessa will allow themselves to come more clearly into focus.That's the game. Scott and Tessa's appearance on twitter and instagram is just the most current iteration of this dynamic, a dynamic driven by Scott and Tessa's constant public relations mind fuckery.

Scott and Tessa don’t appear to make very obvious connections, of the sort that require empathy and a grasp of basic context. As many blog participants know, a few years ago Scott made a rare appearance on his facebook page, requesting suggestions for a profile picture. Until that point, his profile pictures had been of him alone, all of them as interesting as if someone had pressed the shutter by mistake.The only thing missing was a blurred thumb across the lens.* His request made it appear as if he were finally willing to have a "real" profile picture. As he's not an utter moron, he knew fans would suggest an appropriate photo of himself and his skating partner.

After entertaining earnest suggestions from fans over the course of a few days, his request turned out to be a fake-out. He left all of those fans with egg on their faces. Imagine the fans who took some time and thought, fans who sat at their computer looking at a few pictures before deciding on the one to suggest to Scott.Their suggestions and links were posted on his fan facebook wall for everyone to see. Some fans spent time trying to choose not just a picture they liked, but one they hoped might appeal to Scott. Everyone was trying to respond in a way that would encourage Scott to interact more on facebook.There’s a vulnerability in that.They trusted his request. How the hell does he miss that? If you’re only thinking about yourself and your clever gimmick, if you’re not considering that the other side are people with feelings and lives apart from the fact that they’re “fans”, that’s how you miss it. If you lack respect, you miss it.

If you’re unusually stupid, you miss it.There’s that, too. It’s not the fake-out itself that’s problematic, but Scott’s failure to make the basic connections that would let him know that what he planned was mean before he even did it.That’s why I say they’re up their own ass. Sure, he hadn’t shown up on his facebook in forever and day. Of course, when he does at last pay a visit, requesting input from fans to boot, fans are going to be extra excited – but also extra polite and cautious, so he’ll be encouraged to reach out more. Naturally, when it turns out to be a “gotcha”, he’ll look like a dick.

Think of those fans realizing he probably never even looked at their suggestions.Then falling over themselves to excuse him.

I’m pretty comfortable saying that just about nobody but Scott Moir, Tessa Virtue, some of Skate Canada's directors, and Moirville would do something like that in the context Scott did it.The mean of it would be obvious. No matter how douchey people are in private, most people don’t want to show their ass in public.

Flew right over Scott’s head.That’s the kindest, most benefit-of-the-doubt interpretation.

That’s them all over.Virtue and Moir have information.The public/internet fans, officially at least, don’t.The person who knows stuff someone else doesn’t is the person with power. Scott and Tessa use that power to humiliate fans all the time. But does it count if fans don’t realize they’re being humiliated? I think what possibly embarrassed Scott about the facebook trick was he was caught. Fans saw what he did. I don’t think the actual concept of humiliating fans bothers him much, as long as it can’t officially be traced back to him.  

A large component of the sham is creating and repeating a narrative that will later be deployed to leave the fans to blame for all the lying and manipulation Scott and Tessa have done.The general lack of decency in this agenda isn’t a consideration. For Scott and Tessa, it’s all about appearances, all about lack of accountability. It’s all narrative. Actual decency, actual integrity, actual empathy is irrelevant. It really is exactly the mirror of the Davis White trajectory to the gold medal.The exact same damn thing. Both things occurred within North American figure skating culture, a culture which is a piece of fucking work, going by the two teams at the top.

The failure to connect "A" and "B" also showed up in Scott's infamous “I’d trade places with my brother because then I’d have a beautiful daughter” remark.What human being would think of something like that and not hear alarm bells before putting it out to the world? Scott. He was too distracted by the triple twist, back somersault clever of it all. Up his own ass.

So many other skaters would make those connections automatically. Geez, I haven’t been on facebook in a long time, if I show up and pretend to care about their opinion and it turns out joke’s on them, I’ll be a dick. Automatically, they’d know it. Scott and Tessa don’t. They’re used to being the best on the ice; somehow that appears to have convinced them they’re also the smartest two people in any room. But it doesn’t look like smart. It looks like mean. I wonder if they think there's any difference.

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*Facebook is free, so it stands to reason.