Posts Tagged ‘psychology’
Noam Chomsky wrote the article entitled “top 10 ways to manipulate people.” Below is the reprint of this article.
1. The strategy of distraction
The primary element of social control is the strategy of distraction which is to divert public attention from important issues and changes determined by the political and economic elites, by the technique of flood or flooding continuous distractions and insignificant information.
Distraction strategy is also essential to prevent the public interest in the essential knowledge in the area of the science, economics, psychology, neurobiology and cybernetics.
“Maintaining public attention diverted away from the real social problems, captivated by matters of no real importance. Keep the public busy, busy, busy, no time to think, back to farm and other animals” (quote from text Silent Weapons for Quiet Wars).
2. Create problems, then offer solutions
This method is also called “problem -reaction- solution.”
It creates a problem, a “situation” referred to cause some reaction in the audience, so this is the principal of the steps that you want to accept.
For example: let it unfold and intensify urban violence, or arrange for bloody attacks in order that the public is the applicant’s security laws and policies to the detriment of freedom.
Or create an economic crisis to accept as a necessary evil retreat of social rights and the dismantling of public services.
3. The gradual strategy
Acceptance to an unacceptable degree, just apply it gradually, dropper, for consecutive years.
That is how they radically new socioeconomic conditions (neoliberalism) were imposed during the 1980s and 1990s:
• the minimal state
• massive unemployment
• do not guarantee a decent income,
…so many changes that have brought about a revolution if they had been applied once.
4. The strategy of deferring
Another way to accept an unpopular decision is to present it as “painful and necessary”, gaining public acceptance, at the time for future application.
It is easier to accept that a future sacrifice of immediate slaughter.
• First, because the effort is not used immediately
• Then, because the public, masses, is always the tendency to expect naively that “everything will be better tomorrow” and that the sacrifice required may be avoided
This gives the public more time to get used to the idea of change and accept it with resignation when the time comes.
5. Go to the public as a little child
Most of the advertising to the general public uses speech, argument, people and particularly children’s intonation, often close to the weakness, as if the viewer were a little child or a mentally deficient.
The harder one tries to deceive the viewer look, the more it tends to adopt a tone infantilizing.
“If one goes to a person as if she had the age of 12 years or less, then, because of suggestion, she tends with a certain probability that a response or reaction also devoid of a critical sense as a person 12 years or younger.” (see Silent Weapons for Quiet Wars)
6. Use the emotional side more than the reflection
Making use of the emotional aspect is a classic technique for causing a short circuit on rational analysis, and finally to the critical sense of the individual.
Furthermore, the use of emotional register to open the door to the unconscious for implantation or grafting ideas , desires, fears and anxieties , compulsions, or induce behaviors …
7. Keep the public in ignorance and mediocrity
Making the public incapable of understanding the technologies and methods used to control and enslavement.
“The quality of education given to the lower social classes must be the poor and mediocre as possible so that the gap of ignorance it plans among the lower classes and upper classes is and remains impossible to attain for the lower classes.” (See Silent Weapons for Quiet Wars).
8. To encourage the public to be complacent with mediocrity
Promote the public to believe that the fact is fashionable to be stupid, vulgar and uneducated…
9. Self-blame Strengthen
To let individual blame for their misfortune, because of the failure of their intelligence, their abilities, or their efforts.
So, instead of rebelling against the economic system, the individual auto-devaluate and guilt himself, which creates a depression, one of whose effects is to inhibit its action.
And, without action, there is no revolution!
10. Getting to know the individuals better than they know themselves
Over the past 50 years, advances of accelerated science has generated a growing gap between public knowledge and those owned and operated by dominant elites.
Thanks to biology, neurobiology and applied psychology, the “system” has enjoyed a sophisticated understanding of human beings, both physically and psychologically.
The system has gotten better acquainted with the common man more than he knows himself.
This means that, in most cases, the system exerts greater control and great power over individuals, greater than that of individuals about themselves.
In 1984, Apple launched its Think Different ad. Since then this ad is very much viewed and favorited. However, there seems to be a universal misunderstanding of its message.
Let’s start with Branding 101 before trying to understand the message of Apple. Branding and marketing are two different concepts. Branding has one and one objective only. It aims to establish and cultivate an emotional bond in your heart associated with some specific product or service or process. Marketing rationalizes and appeals to our logic whereas branding caters to our hearts and emotions. Marketing emphasizes quality, features and advantages whereas branding tries to establish an emotional bond, playing on our passions and aspirations or human irrationale, inciting us to act in a desired manner (buy a product/service).
Branding is simple enough to perceive intellectually, but difficult enough for many companies/people, not least because they don’t get the underlying psychology, to implement. Apple, as well as companies like Nike and Disney, is very good at putting into practice this psychology-based business practice. There is no magic here. It is a business practice of branding with expected results coming to fruition.
Coming back to Apple’s message in that ad. Many perceive the Apple message to be, “everyone wants to be a rebel.” In my view this is a wrong perception. Rebel is an outlier, an outcast of a society. He/she is challenging every status-quo and convention, Our societies are made of 98% of the completely opposite stock, i.e. those who care about making living and leading their lives in as predictable and affordable way as possible. About the only time they pay attention to rebels is when a rebel becomes famous, for good or bad reasons.
Costs of being a rebel usually far outweigh advantages. Why then some become rebels and even succeed? Either a combination of character/aspirations/perseverance or purely statistical (for every successful rebel there is many that get thrashed by their societies, friends, etc.).
Successes of those successful ones, rebel or not, appeal to us. We all want to indulge in glories and successes of successful rebels, but we don’t want to shoulder the accompanying costs and challenges.
Apple, because of its “corporate rebel” status has until last few years been an underdog of the corporate world. Its branding has been its forte and that is why its brand value has been so high and still increases. Increasing number of Apple products, not least the notorious iPod, have competitors with in many cases some and in few cases many advantages over their Apple equivalents. We don’t know about those products, some of them with names Sony, Creative, etc., because of Apple’s unsurpassed branding strategy.
Apple’s ad was perfectly in line with its own mentality and branding. What it did was to create a personna of its own brand, associating it with some notorious rebels in science, etc., and by doing so elevating even further our emotional excitement. In this ad, Apple counted itself in ranks with Einstein, Martin Luther King, etc. Apple tried to lure customers to its products as Einstein would have lured students to attend his lectures or read his books.
Apple’s DNA has always been about exclusivity, coolness, simplicity (for customers) and, of course, being a rebel.
Being a rebel is always about bringing forth, advocating and fighting for change, which flies flatly in the face of a society, convention, tradition, or status-quo. We humans, however, are neither comfortable nor happy with change, let alone a dramatic one.