Controlling the Narrative

News & Results

11/19/2013| 0 comments
by Neil Browne
With a documentary out and a couple of damning books on the shelf, Lance Armstrong has done what he's good at – going on the offensive Fotoreporter Sirotti

Controlling the Narrative

Lance Armstrong has launched a kinder, nicer offensive.

Doping was rampant and this was the only way for the U.S. Postal Service team to compete.

When it is all said and done with USADA or when the UCI's Truth and Reconciliation committee concludes, the question will remain - was Lance Armstrong unfairly prosecuted?

This is such a polarizing topic. He received the equivalent of the death sentence, others got by with six-month suspensions during the off-season, others retired with no consequences, and one current rider admitted to doping in his past with no consequences taken at all.

I'm of the opinion Armstrong’s punishment suits the crime. Yes, he took as much PEDs as the others (maybe less) but he took that extra step off the bike to ensure lives were ruined. Some of those actions aren't in the distant past. It wasn't that long ago that Tyler Hamilton felt Armstrong physically intimidated him in the upscale Aspen restaurant Cache Cache.

It was just a couple of years ago that in a phone call conversation he told someone that he wanted to punch me in the throat. I'm guessing he didn't like what I had written about him. But heck, maybe some intense therapy sessions have made him realize the errors of his ways and he's a changed man...

Armstrong has a long history of intimidation – physical or legal. Now he's changed his tack and is working a different angle. But peel away the layers it's the same strategy, just with a better polish - shape the narrative with the help of the naïve media. Time will tell if it was a shrewd plan or it blew up in his face.

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