The Politics of Distraction

‘Flooding the Zone’ and the ‘Dead Cat’: How the Outrage Machine Distracts Us from Real Issues

As we approach another federal election in Australia, it’s impossible to ignore how distraction tactics are reshaping political discourse. We’ve seen this dramatically in the US—most notably with Donald Trump’s election and the daily chaos quickly becoming the new normal. Distraction isn’t just a sideshow; it’s a deliberate, highly effective political strategy to set agendas, neutralise opposition, and muddy public debate.

Let’s break it down.

The Outrage Machine: Inflating Issues

Distraction often begins with exaggerating the importance of an issue. A grain of truth is stretched, coated in disinformation, and weaponised into a trending topic. This tactic thrives on outrage. It doesn’t matter if the claim is false, distorted, or unsubstantiated—what matters is how loudly and persistently it’s amplified.

This playbook turns fringe issues into mainstream talking points. Issues that society broadly considers settled—like abortion rights or climate action—suddenly dominate headlines, driven by talking points that lack real evidence. Cue the “quiet Australians” or “silent majority” rhetoric used to justify these debates, even when no such majority actually exists.

When influential figures or people in positions of power post misinformation, media outlets are forced to fact-check it—inadvertently legitimising niche culture-war topics. These topics infiltrate mainstream discussions, creating the illusion of widespread concern and generating a strategically manufactured discussion. (See: almost anything Elon Musk posts.)

It’s the manipulation of the news ecosystem, and it works. This is how niche issues gain traction and become falsely framed as “real” debates.

When you see a news story, ask: Why now? Who benefits from this being discussed?

In Australian politics, we’ve seen this with debates over “cancel culture,” “wokeness,” and even climate change. These issues are framed as crises, overshadowing more pressing concerns like housing affordability, education reform, or women’s safety.

During the 2022 election, disinformation targeted key policies, like Labor’s climate agenda, claiming it would devastate regional jobs. Similarly, debates over COVID-19 mandates became platforms for fringe voices, distracting from broader health and economic policies.

Remember the Howard government’s infamous 2001 “children overboard” claim: asylum seekers were falsely accused of throwing their children into the ocean. The story dominated headlines, stirring public outrage, and distracted from criticisms of Howard’s economic policies. It didn’t matter that it was later debunked.

Similarly, under Morrison, minor controversies like the renaming of Coon Cheese to Cheer Cheese were inflated into cultural flashpoints. These distractions diverted attention from significant failures, like vaccine rollout delays or aged care issues during the pandemic.

Flooding the Zone

Steve Bannon, Trump’s former strategist, described this tactic bluntly: “The Democrats don’t matter. The real opposition is the media. And the way to deal with them is to flood the zone with shit.”

In Australia, this pairs well with simplistic slogans. Tony Abbott’s “Stop the Boats” campaign reframed asylum seekers as a national security threat, drowning out discussions on climate change, healthcare, and education. The sheer repetition of these slogans dominates coverage and shapes public perception.

“If you don’t know, vote no” during the Voice referendum is probably the most recent example of this (it’s also a slogan recycled from three previous referendum votes including the failed 1999 Republican referendum. Truly nothing new under the sun.).

Misinformation isn’t just about lying—it’s about volume. Exhausted by the noise, people either disconnect or retreat to their political tribes, relying on sources that reinforce existing views.

The Dead Cat Strategy: Shifting Focus

Lynton Crosby, Australian political strategist, coined the “dead cat” strategy: when losing an argument, create a spectacle so distracting that everyone forgets the original issue. Boris Johnson explained it in 2013:

There is one thing that is absolutely certain about throwing a dead cat on the dining room table – and I don't mean that people will be outraged, alarmed, disgusted. That is true, but irrelevant. The key point, says my Australian friend, is that everyone will shout, "Jeez, mate, there’s a dead cat on the table!" In other words, they will be talking about the dead cat – the thing you want them to talk about – and they will not be talking about the issue that has been causing you so much grief.

Scott Morrison frequently used this tactic. When he was criticised for his handling of the bushfires (how could any of us forget the infamous Hawaii holiday or the utterance “I don’t hold a hose, mate”), he pivoted to announcing religious discrimination laws, reigniting culture war debates and shifting the narrative.

How Social Media Fuels the Fire

Before the internet, media outlets acted as gatekeepers. They were the trained and trusted arbiters of truth: fact-checking claims, exposing falsehoods, and maintaining control over information flow and public discourse. Today, algorithms amplify sensationalism and reward outrage.

Take Clive Palmer’s multi-million-dollar misinformation campaigns or conservative group Advance Australia. Their fearmongering ads—like claims of a Labor Government “death tax” or that voting for independent ACT Senator David Pocock was really voting for the Greens—spread fear and confusion among voters. Though repeatedly debunked, the sheer volume of these messages ensured they stuck in the public consciousness. (And really highlight the need for truth in political advertising laws! Yes, it’s perfectly legal to lie in political advertising.)

With platforms like Twitter (yes, I still refuse to call it X) and Meta reducing fact-checking, misinformation spreads even faster. Meta’s unclear policies (fact-checking is still here, sort of? Maybe?) leave Australia’s information ecosystem increasingly vulnerable, especially as we head into this election cycle.

Staying Grounded

So, how do we resist these tactics? By reclaiming our attention.

• When you see a headline or trending topic, ask: Why now? Who benefits from this?

• Diversify your media diet. Challenge your views while being critical of sources. (And don’t rely solely on social media for news.)

• Remember, outrage is a resource. Not every provocation deserves your clicks—or your energy.

Our attention is finite, and where we direct it matters. Distraction thrives on apathy, but awareness is our best defence.

Final Notes

Distraction politics isn’t new. From Ancient Rome’s “bread and circuses” to today’s culture wars, it’s always been a tool to reshape public discourse.

What’s changed is the environment. Trust in institutions is at an all-time low. Algorithms amplify outrage. Misinformation spreads unchecked.

As Australia gears up for our next federal election, the stakes are high. Let’s stay informed, grounded, and focused—because where we direct our attention will shape our future.