The emotional resonance.
Technique of emotional resonance can be defined as a way to create a wider audience a certain mood with the simultaneous transmission of propaganda. The emotional resonance allows psychological defense, which builds on the mental level of people, deliberately trying to shield from the promotional or advertising "brainwashing". One of the basic rules of propaganda states: in the first place should be treated not to reason, and for the feelings of man. The defense from raising messages on a rational level, people are always able to build a system kontrargumentatsii and bring all efforts to "spetsobrabotke" to zero. If the promotional effect on the person comes to the emotional level, outside of conscious control, no rational counter in this case do not work.
Appropriate techniques are known since ancient times. They are based on the social phenomenon of induction (emotional exposure). The point is that we have experienced the emotions and feelings - that in many social phenomena. They can spread like epidemic, infecting tens and sometimes hundreds of thousands of people and forcing the masses "resonate" in unison. We are there are social and easy to understand the feelings that arise from others. This is well evident at the level of interpersonal relationships - when it comes to friends. Everyone knows what it means "to spoil the mood" a friend, and how sometimes it can be done easily. For example, a mother, whose own negative feelings, always refer to their youngest child, a bad mood one of the spouses may be transferred immediately to another, etc.
A particularly strong effect of emotional infection manifests itself in the crowd - situational set of people who are not related perceived purpose. The crowd - this is the property of social community characterized by the similarity of emotional state of its members. In the crowd going on cross-contamination of emotions and as a result - their intensification. Nature of mass emotional contamination is almost not studied. One interesting hypothesis argues that the primary role played by the occurrence of resonance vibrations in the structure of electromagnetic fields, formed by human body.
The mechanism of human behavior in the crowd described in many sources, they all coincide in the fact that a person becomes part of the mass, falls under the power of passion. Typical signs of human behavior in the crowd - the predominance of situational emotions (feelings), loss of intelligence, responsibility, hypertrophied suggestibility, easy manageability. These states can be enhanced through various means. Necessary sentiment triggered by the corresponding external environment, a certain time of day, lighting, light stimulant, various forms of theater, music, songs, etc. In psychology there is a special term - fastsinatsiya, which indicate the conditions for improving the perceived effectiveness of the material through the use of accompanying background effects. Fastsinatsiya most often used in theatrical performances, games and TV programs, political and religious (religious) activities, etc. - Exposure to a crowd of people in a particular emotional state. Against this background, the information is transmitted, and the need to ensure that it was not too much.
In today's world we have experienced the emotions to a large extent the result of induction due to the means of mass communication. Creating emotional resonance - one of the main objectives of most news and entertainment shows. The media always trying to cause a wide audience strong emotions, and if necessary, the emotions they bring to the seizures (see psychological shock). A simple example: pay attention to the intonation with which the radio or TV, we read about developments in the country and the world. When it comes to tragic events (disaster, war, terrorist act) intonation are generally noble grief or anger against the perpetrators. If, for example, following this is a message that the next meeting of heads of state with the miners (pilots, teachers, doctors), you'll notice how the screen telefizionomiya instantly changed and her voice will clearly appear "constructive optimistic" and confidence in a happy future nation. This method is called "the emotional adjustment of the situation". This simple way you can build emotional mass audience to an event.
In addition to emotional adjustment, there are other methods, forcing "vibrate" audience with the right degree of intensity. One of them - a rhetorical reception graduation: commentator repeats arguments with increasing voltage: "Our people have suffered, suffered a long, very long tolerated! We endured hunger, poverty, humiliation, shame! We have suffered long, very long! Until ... "This method is emotionally" starts "listeners. To enhance the effectiveness of emotional communication is often saturate the specific details that are better remembered and better assimilated. Especially effective "History", because they are relying on the elements of personal human experience. To create an emotional resonance, and used a variety of Classifiers.
Many methods of creating a media audience right sentiment was performed in Germany during the Second World War and shortly before its beginning. In particular, in radio broadcasts used techniques of sound effects, artificially increasing the aggressive emotions. A. All the speeches of Hitler accompanied by music from the operas of Wagner, has a dismal impression on the audience: a heavy, complex, it created a sense of impending Nazi war machine that is able to crush the man, and was threatening in nature. For the injection of mass psychosis was carried out on the radio broadcast of parades, marches, rallies.
But a more complex example of emotional resonance: many TV series, as well as entertainment and real-talk-show, presented in abundance on the modern television. Pay attention to the high emotional glow, where such acts occur. Heroes series constantly clarify relations at elevated tone, stormily show their emotions, stories of these films are designed to keep the viewer in a constant emotional tension: "And what will happen next?". Professionally trained members talk show, playing the role of "ordinary people in the street", tell their "stories" vivid and emotional, constantly keep donors scores with their offenders directly to the "live". Almost no binding element of television - a fight or a rapid clarification of relations, designed to emotionally "make" audience, to hook it for a living ... All this is done not just so. The objective - the creation of the audience the emotional dependency. Privyknuv receive the dose of acute emotional distress from the source, people in the future will give him a preference. Thus television bosses together a permanent audience serialozavisimyh, shouzavisimyh and so forth. people zombiruyut them to tie it to a method of obtaining the acute emotional distress. A standing room - it is a product that can be very profitable to sell to advertisers. Mass-media zombies, like all addicts, will seek to maintain its "kaif" without end, and edges - and thus will absorb all the new unabated and a new television, generously diluted with commercial and political advertising ..
Boomerang effect.
Boomerang effect - these are the rake, which regularly occur with the power group. Organizing an all-out harassment of his opponents, they "clog" him to such an extent that eventually it starts to cause pity, and sympathy with the wider audience. The same thing happens when the authorities suddenly decide to fight circulating negative rumors in the community - the credibility of the rumors only intensified.
Boomerang effect may have the opposite effect. For example, overload broadcast advertising of a candidate begins to irritate the audience.
Halo effect.
Halo effect based on the insidious psychological properties - the human tendency to think the false analogies. There are two common misconceptions, stereotypes.
1. "Next - means together". As a result, the phenomenon of locating next to the famous or high-status man several increases in the eyes of others. It is no coincidence that those who are captured in the photo next to the "high" people with pleasure showing these photos to all friends and acquaintances. They say, I am with them on a short leg ... Similarly, policy adore to be in the company of popular artists or athletes. In this case, part of the love and adoration that people gave their idol is automatically projected and no notable "servants of the people".
2. The second stereotype is as follows. Man dobivshegosya significant success in a particular area surrounding the feel capable of growing in other cases. Numerous facts prove that this is just a common misconception. There are many examples where people who do one thing brilliantly, all the rest are totally helpless.
Nevertheless, the stereotype of vengeance exploited by politicians and business advertising. Suffice it to recall how many popular artists, athletes, journalists, writers, satirist recruited into its ranks the political parties before the elections. Not so long ago, this technique began to actively use and businessmen, seeking to make a political career. For this purpose the following message: "We have successfully taken place and the people who have made themselves, to realize themselves in this life, managed to survive and succeed in today's challenging environment! With the experience of positive solutions in various areas of social life, we are ready to translate his success throughout society! We were effective in their professional work, so will be effective in politics! We know that and how to do. We - the new and successful generation. For our future! "- Etc.
In fact, under the guise of "a new generation of successful people" electorate vparivaetsya propahshy naphthalenes Bolshevik slogan that every cook can govern a State. Since the only difference that instead of cook today presented, for example, a successful business vumen, succeeded in establishing its network of city laundries and dry cleaners.
Former Olympic champion, brave military general, successful owner of a bakery or even a bank manager, to good luck in your career, not necessarily be able to take good law, sitting in Parliament. This simple idea be silenced by the media, which like the propaganda hysteria after another "savior homeland".
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