The use of mediators.
This technique is based on two postulates. First, special studies have found that the hardest hit in the formation of "average" person views on an issue does not affect the massive propaganda campaign in the media. The biggest effect have, strangely enough, circulating in society, myths, rumors and gossip. The second postulate is derived from the first: efficient information on the human impact is not directly from the media, and through meaningful for him, his friends authoritative people ( "opinion leaders" - compilers opinions and rumors. Informal personal communications for the people more important than " official "communication media.
In most cases, the views of people about something arise in the process of communication within the family, the community, etc. In conversations between the family members, friends, colleagues meanings events and facts, develop a common approach in accordance with the usual for them the values and norms. The views on each issue (from the simple - a washing powder to buy, to complex - for whom to vote) arise and are approved under the influence of certain leaders. These are people who occupy a formal (parents, spouse, elder brothers / sisters, the chief, the leader of adherents) in central position in the group (team leaders), a recognized expert in this field (opinion leaders). In other words, the propaganda effect of the media has always been indirect in nature.
Let's look more a mechanism of perception of such information. After receiving the information message recipient does not immediately decide to accept or reject it. Consciously or subconscious level, he is seeking advice from the surrounding people, and especially in the so-called "Leaders view" of the group. The leaders of opinion - this expert group members, the views and advice on certain issues which are of particular value to others. They have something and played a crucial role in shaping the attitude of the bulk of the problem, resulting in an advocacy message.
This phenomenon was reflected in the two-stream model of communication developed in the mid 50-ies in the United States Paul Lazarsfeldom. In the proposed model takes into account the two-stage process, outreach, first, as the interaction between the source and credibility mikrosotsialnogo level, which are referred to as opinion leaders or "mediator" (mediators), and secondly, how the interaction of opinion leaders or mediators with the individual members of groups mikrosotsialnyh .
In practice, information and psychological impact of mass media is, in particular, has led to one side to the promotional and advertising messages were more focused on leaders mikrosotsialnyh groups, but on the other - they were used by the person whose opinion is significant for others. American experts believe: to form a view on a wide audience, or subject to process only 10% of its members - the leaders of opinion (mediators), which protransliruyut message to a mass level. As mediators in different situations and for different social groups and sectors may make informal leaders, political figures, representatives of religious denominations, culture, science, art, sports, war, sex bomb, etc. - For each category of the population is its credibility. In the psychology of influence, it's called "fixation on the credibility".
Most people tend to imitative behavior, guided in their actions to the actions of influential opinion leaders for them. They tend to look to those whom they respect and who is the leader for them. Therefore, the choice of entertainment and sports "stars", other top officers for the transmission of advertising and promotional nature, and participation in election campaigns is due primarily to the fact that they have a large audience of admirers, many of whom are not inclined to bother assessing the competence of his idols, not only in political but also other issues on which they give their assessment of the advertising or promotion of exercise (eg, goods that are personal and may not use, etc.). On the other hand, spots and promotional subjects are widely used and "the people of the people", "such as we have". All depends on the promoted product or idea. For example, make sure that the advertised drug is really necessary, we will soon be able to a professional doctor (or rather - a set of attributes that we perceive as a "credible" indicators of professionalism: white gown, medical cabinet, the use of medical terms in a conversation). In an extreme case with this challenge a popular artist. But everyday goods we buy, based primarily on the opinion of "such as we have", our immediate surroundings - friends, relatives, neighbors.
The main objective of all advertising and PR-actions is that with the help of "fixation on authority" to get the target audience to purchase the desired product or service. For example, it can be to find a credible leader of the group and give him the goods, thus making this product fashionable and prestigious. Using such a mechanism of fixation is well illustrated by a simple example from the practice of advertising. Hours certain brand XXX need to "promote" Youth. To tineydzhery began to buy them, it was necessary to instill a sense of fashion, exclusivity and the accessibility of these hours at a time. To do this in a series of trendy clubs and parties, which were awarded for hours, all XXX, who has a certain credibility among young people - the best DJs the city, the popular pop groups, leading the popular youth television, etc. The winners of various competitions also received a clock. Thus struggles created the illusion that all the "best" necessarily receive "best" XXX hours. Since imitative behavior among teenagers is highly developed, many young people tried to buy a watch XXX for themselves, and very interested in what model of these hours were given to various celebrities ...
Classifiers.
Psychologist Gordon Ollport wrote that the essence of any language - classification and distribution by category of "continuous Gul information", with which we face every second. This is the primary function of language gives him the power to convince. When we call any object, we thus emphasize some of its specific features, not paying attention to other characteristics. The way in which the object is described by (classified), and the manner in which course of action to send our thoughts and emotional reactions in the channel. Using classifiers to describe objects or events, the information is formatted so that the promotional message, the recipient accepts the definition of the situation imposed on him. Classifiers, in fact, represent a word-season for any informational messages. First, it is the words and combinations that are useful to describe its own "a positive and constructive attitude". Secondly, it "contrasting words" to ensure that in a negative manner to describe the opponent (see the principle of contrast).
Dominant in the Russian media classifiers usually reflect the general direction of current policies of government structures, especially the information. Suffice it to recall, as in the state (and in recent years and in private), the media highlights the various political campaigns. A typical version of the message in the news: "Participants" ... (variants: "the elderly, people with certain occupations, among which there are criminals, alcoholics and drug addicts; radically-minded young people, the followers of the extremist views ...";" action is being carried out with the money "... (variations: B. Berezovsky, criminal networks, foreign secret services, international terrorist centers ...); "purpose of the action is" ... (variants: the destabilization of the situation in the country, creating a negative image of our country in the world, hindering the work of authorities ...); " public authorities "... (options: offer to resolve the issue civilized manner, demonstrating the willingness to engage in constructive dialogue, take positive and pragmatic attitude, do not accept ultimatums ...);" law enforcement "... (options: strictly comply with the requirements of the law; operate adequately the situation, apply the appropriate forces and resources; courageously resist destructive forces and anti-elements ...); "citizens" ... (options are: do not support an action; condemn trouble; understanding law enforcement, commended the Head of State during a crisis situation ...). As a general rule, to enhance the semantic and emotional effects are accompanied by appropriate classifiers video.
The use of classifiers in the commercial advertising will not be considered because it is obvious (think independently of any navyazshy on teeth slogan).
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