Guest columnist Jonathan Kahane: Who’s to blame in the art of persuasion?

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By JONATHAN KAHANE

Published: 04-10-2025 9:24 AM

For 238 years, the Gazette has been informing Pioneer Valley residents of the news of the day, and while doing so has provided the medium for readers to share their earth-shattering (and not so earth-shattering) opinions concerning the pressing affairs affecting them. For years now during the modern (and not so modern) era, I have enjoyed participating in this exercise.

I have been silent about the following topics (and probably should remain so.) Many have told me that I don’t know when to shut up.

Writer Andrea Ayvazian’s recent column about DEI pushed me over the edge [“DEI is the alternative to white nationalism,” Gazette March 15]. The columnist has been supported for her beliefs and dedication. I write to praise her dedication, not disparage it. I do recognize that I will upset some by mildly criticizing her piece.

It’s my guess that during these past 238 years, the number of readers who have changed their mind about a controversial topic as a result of reading an opinion column could be counted on one hand — my columns being the exception of course! Wouldn’t educating others about your brilliant insights and nudging them over to the right (No, I meant to say “correct”) side of the controversy instead of attacking them with your essay be one of the aims for composing it? However, what we got on the Ides of March, and what we often get from others, is a resume of the writer’s honors, awards, educational achievements, and personal accomplishments which are supposed to make the reader stand in awe of the columnist and immediately agree with their point of view. Interestingly enough, and please be clear about this point, I agree with the columnist’s point of the DEI column, and those raised by many other contributors, but as soon as they start tooting their own horn, I find that it greatly detracts from their message. Heck, I won a spelling bee in fifth grade. See what I mean?

Since I have been the “voice of reason” all these years I suppose the job falls in my lap again to propose a remedy to these bones of contention.

May I suggest rather than attack the alternative point of view, how about delicately recognizing the other’s perspective and then ease the opposition gently, toward your side? Look, when you’re dealing with a cult leader the acolytes will “drink the Kool-Aid” and follow the kingpin to the grave. The present one stated that his followers would vote for him even if he were a convicted felon. They did. You can’t change an opinion by attacking the cult leader.

Cognitive Dissonance Theory states that if one’s actions and beliefs are contradictory, an uncomfortable state of dissonance ensues. Once the action is performed, one must change the attitude to achieve consonance. That’s not easy. How do you show those “Trumpistas,” who know they have made a mistake, to cognitively recognize it and act accordingly?

How about suggesting that they blame someone else for the errant behavior thereby taking the person off the hook?

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For example, to the Minnesotans who are paying 30% more for their heating bill, don’t blame the cult leader, rather turn the thermostat down to 60 and blame the Canadian gas company. The truth doesn’t matter these days. If your 401K has tanked due to the stock market, sell pencils on the street corner and blame your financial advisor. If you lose your job, go back to school and blame your boss. If you lose your house to foreclosure, find a shelter and blame the bank. Remember, don’t worry about lying. It’s OK now.

Whatever you do, don’t blame the cult leaders or their appointed henchmen. Their minions will follow them off the cliff like lemmings and form yet another organized religion.

Look, it’s OK to make a mistake. Even I did once. I told my fifth grade teacher that my dog ate my homework. I only got an hour of detention. Admitting a mistake isn’t that difficult, especially if you’re willing to blame someone/something else for it.

“Blame it on the Bossa Nova.”

Whatever you do just don’t vote for Trump next election after he amends the Constitution and becomes eligible again.

If none of my above suggestions work for you, just blame me. I’ve gotten used to it lately.

Jonathan Kahane lives in Westhampton.