Page 80 of Failed State

Huck snorts, draping an arm around the girl’s shoulders as he drawls, “I have to agree with the magic man, sweet pea. We’re doin’ a right fine job of communicating and working outproblems together. Few bumps in the road, but that’s nothin’ we can’t overcome.”

I like him; despite being a demon, he’s got his head on straight.

“The question is, can we maintain that with the second session of our worst day of the week?” Thad grins as he falls into step with Sydney and the demon. “Because even I admit this day is going to suck.”

Sebastian jabs his finger at the button, and when it opens, we cram into the box. “The only thing we can do is control our tempers and glean any useful information they might offer. Even if we are not using their methods exactly, there will be small gems we can adapt to our plans. Rory is the only one with enough natural charisma to do the ‘attract a following’ bit without training; the rest of us should focus on finding the tricks we can live with.”

“Thanks, Fang Face,” I say as I grin at my other teammates smugly. “Like we did with the fashion homework last night, we all just need to work together. It doesn’t matter how stupid you think the assignments are, guys. They’re presenting this shit for a reason.”

“Driving me fucking insane,” Vicious grumbles and everyone laughs.

At least she can joke about it.

“Now, if we’re trying to implant an idea in your target audience’s mind… How do you think we would do it withoutdirectlysaying it?” Chantelle asks as she leans against her desk.

We all look at one another, and finally, Huck answers, “I’d use magic, but that will not work across the digital landscape, Ifear. You can try, mind, but the farther the distance, the more likely it won’t do diddly.”

The impeccably dressed teacher nods. “Exactly. So you’d need options that would work for those without that skill, especially ones geared toward visual and auditory presentation.”

I think about it for a moment, needing to come up with an example that will make sense to my teammates. “You need research on demographics first—who are you trying to reach? Once you’ve narrowed it that far, the next step is to gather data on everything about that target, from location to favorite foods. If you’re pressed for time, you can try relying on generalizations like these people like wine or beings from this realm can’t touch iron… but more specific means you have a better chance of luring them in.”

“Excellent, Mr. Stormbringer,” Chantelle says as she claps her hands. “Data is key to marketing, and it’s why companies and governments hold focus groups or have analysts. What comes next?”

“If you don’t want to be blunt, you would want to use that information to place phrases, images, or sounds that trigger the emotions in your media.” Sebastian tilts his head as he interrupts and I shoot him a thumbs-up. “For instance, if the person enjoys a specific band, you could include lyrics or song titles from their catalog in written or verbal conversations. Playing the songs just loud enough to be heard in the background would work for video. Using visual indicators that tie to their identityandthat data will reinforce it.”

His response makes our professor look even more delighted, and I sigh in relief. The better mood she’s in, the less likely she is to repeat her performance from Tuesday. I’d prefer not to stomp out of every session of every class with our team fractured, so keeping the less… palatable trainers solid is key. “I agree withSebastian. It’s all part of subliminal messaging and that’s a good way to hook folks without them realizing it.”

“You are spot-on, and that’s what we’ll be discussing for the rest of the session. Use your tablets to open the examples and we’ll discuss the photos and videos I’ve assembled. Our focus will be on dissecting them and then plotting out how to replicate the methods used in them to convince your fans of something that may or may not be accurate.”

I frown as I look down at the device, realizing this is the part that will get messy.

Batten down the hatches, Rory, it’s about to get rough.

“I don’t see why people are so dumb that they’ll eat up an unconfirmed story,” Sydney says as we leave the class to head for Style. “Especially when it’s soobviouslybiased. Why would everyone follow along like sheep when contradictory information is easily accessible?”

The vampire snorts and shakes his head. “The supernatural world watched this happen in real time four years ago. It’s not hard to believe that many beings are happier when they feel superior to someone—anyone—and giving them that tingle of acceptance can net you very useful acolytes.”

She rolls her eyes and growls, “I get humans fell for it. They were scared and afraid for their lives, so a scapegoat was comforting. That’s… different.”

“No, it’s not,” I reply as I push open the double doors. “The stakes were higher, but things don’t have to be life or death for people to make shitty decisions, Vicious. The need to be safe, to belong, to feel wanted, to be loved…are all powerful emotionsthat will aid you in getting what you want. Evoking the core feelings everyone shares is what most advertising is about.”

Thad frowns and I follow his gaze to the group of chicks who gave our girl trouble before. “Conversely, that applies to making others feel excluded, wrong, abandoned, or disenfranchised. It’s often how petty dictators and self-centered assholes gather their minions. It doesn’t matter if anything they say is true or even if what they claim they’ll do happens. Manipulation is a gray area filled with pockets of opportunity when you’re working with desperate folks.”

“Very good, bear!” I say with a big grin. “Now you’re learning.”

“It’s like a rumor mill in school, sweet pea.” Huck tucks her arm in his, patting her hand lightly. “Remember in the lower school when the girls would talk shit? Even though I wasn’t part of it, I heard a lot of shit from the shadows. I’m a smart man, so I could figure out that most of what they were spreadin’ around like butter on cornbread was false or edited truth. But the girls they were using to do their dirty work? Lapped it up like kittens and cream. Why? Because the popular, powerful person was payin’ attention to them for once.”

We hit the door to Style, and Sydney stomps her foot, looking irritated. “I don’t like it—not any of it. Lying and scheming to use weak minded fools is what the bad guys do; look at Taterman for that shit. I don’t want to be part of it, but that stupid class makes me think I won’t be able to avoid it.”

Dante chuckles and we turn to look at the muted dragon. “She’s right, but I enjoy her indignation. It takes integrity to know what is right and wrong—and even more so to fight for that integrity when it’s difficult.”

“Yes,” I reply as we shuffle in. “However, sometimes morals have to take a back seat to survival. Ask me how I know.”

Vicious frowns, letting go of the demon to walk over and place her hand on my arm. “We know what you had to do, Rory. And I know I’m not being asked to do… that. But this feels like petty, waspish, mean girl shit like Huck said. It bothers me to shade the truth simply so people will think I’m cool and vote for me or whatever.”

Shoshana clears her throat as we enter, her perfectly coiffed appearance making even me feel frumpy. “Ah, the philosophical discussions I get to witness when my students come from Chantelle’s class. It’s amusing to listen to—especially because so few are of the opinion Miss Jolie just voiced.”

I’m not sure if that’s her being an asshole or if she’s trying to warn us, but I don’t get the chance to parse it before my group sits down. Once we’re in place, the talk from the hallway is tabled because we know Shoshana will expect us to stay focused on her assignments.

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