The "Big But" factor
This is when the writer tries to appear fair and balanced by asserting something about his or her intended target, but then immediately follows up with a statement that contradicts the first.
“Congresswoman Liza Selfiche has overwhelming support in her district, but some of her constituents claim that she has been less than honest about her campaign spending.”
Here, something positive is immediately followed by something negative, the positive piece hardly had time to even register with the reader. It’s the “bless his heart” of tactics. Southerners use this phrase to soften the blow or make more polite what’s coming next. “Bless his heart, he’s as dumb as a flea.”
In essence, when a positive or negative is immediately followed by an opposite sentiment in the same sentence, it may give the appearance of being balanced, but it’s an insincere and ineffective attempt.
Quick Flip [kwik flip]—Immediately following a positive comment with a negative (or vice versa) in a meager attempt to appear balanced.
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