Historians will identify the end of last week as the moment when a question asked through the ages – has the world gone mad? – was finally and categorically answered in the affirmative by the Heene family of Colorado.
Authorities now say Richard Heene and his wife plotted to hoax the world into thinking their six-year-old son Falcon was stuck inside a runaway balloon contraption in order to increase their chances of getting on a reality TV show.
But instead of getting on TV Heene could be going to jail, possibly depriving the children who were central to the alleged plot a father for a good deal of time. And all because, apparently, he wanted a little bit of money and fame.
As Sheriff Jim Alderden, who is seeking a range of charges against Heene and his wife Mayumi, said after declaring the balloon chase an elaborate publicity stunt overnight: “On the bizarre meter this rates a 10.”
In the whole balloon boy debacle the colourful sheriff sees a touch of lunacy. “He may be nutty, but he’s not a professor,” the sheriff said of Heene, a storm chaser and frustrated inventor.
This is the age of the media hoax, in which lies and furphies don’t seem to matter as long as they generate publicity. In Australia we had Clare Werbeloff, the Chk-Chk boom girl, who gave a false account of a shooting to a news cameraman and became an overnight sensation. Her career hasn’t quite taken off, but it wouldn’t be a surprise to see her pop up on our screens again. Clothing chain Witchery generated publicity for its new men’s range with a fake viral video of a girl looking for the owner of a jacket. There is a digital agency in Sydney which has openly admitted to offering companies false online identities to make positive comments about a product on various social networks and forums.
The Heene story even contains a hoax within a hoax, as police misled the media by telling them they didn’t suspect a hoax while in fact they did.
It is a measure of modern consumers’ increasingly aggressive bullshit detectors that when Kraft announced “iSnack 2.0” as the name for its new Vegemite spin-off, there was a widespread belief that it was a hoax, with the theory being that the awful name was deliberately chosen to provoke public outrage. Kraft denies this.
The balloon chase saga, if proved to be the massive ruse it now appears to be, will a great cautionary tale. Once the spotlight was on the Heene family, the cracks in their story started to appear, as six-year-old Falcon uttered the immortal line, “You guys said we did this for the show” in a live interview on CNN.
A hoax like Chk-Chk boom in which nobody gets hurt is something everyone can enjoy and laugh along with. But the alleged hoax by the Heenes shows the astounding and dangerous lengths people might be tempted to go to in order to get on television.
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