A Few Bad Apples
Last week was a hot one for cable news. A tragic natural disaster in Myanmar, a compelling presidential campaign, and Jenna Bush’s impending nuptials all competed for air time amid the myriad other stories that beg for our attention in the 24-hour news cycle.
Even in the midst of all this news fodder, however, it was the story of a depraved Austrian man, named Josef Fritzl – who imprisoned his daughter in the cellar of their home, sexually abused her, and fathered her seven children – that was the most popular story on CNN.com on May 8 – more than a week after the story broke.
Given the jaded, desensitized nature of the average news consumer, this should come as no surprise. After all, if it bleeds, it leads. What is surprising, though, is the extent to which Austria’s image, reputation, and brand could potentially be tarnished by the actions of one allegedly criminally insane citizen.
Austrian-American author John Wray addressed this very issue in the New York Times –pointing out that Americans know very little about Austria. We like the Sound of Music. We know that it’s Arnold Schwarzenegger’s home country. But, we don’t know much else.
Now – when viewed in the context of a similar sexual abuse case from 2006 – Americans know that, as Wray put it, Austria “officially lead(s) the free world in the abduction and confinement of young girls in soundproof, subterranean apartments.”
Whether it recognizes it or not, Austria has a brand protection issue on its hands, and it would be wise to take timely action to balance the negative press. Parliamentary measures to better track sex offenders are a good start, but a larger gesture of good-will before the international community may be necessary.
Because of Austria’s declared neutrality, it may be in a unique position to play a leadership role in aiding the cyclone victims of Myanmar. Being on the front lines of a large-scale humanitarian effort such as this – or the ongoing effort to assist earthquake victims in China – would go a long way towards repairing the damage to Austria’s brand.
In any case, Austria needs to do something positive now – and be seen doing it by the international community.
