Comments.
The objective - the creation of such a context in which people are thinking in the right direction. Note that a commentator is accompanied by interpretation, which offers the reader or viewer a few reasonable options for explaining. From sleight commentator upon to make the necessary version of the most plausible. American specialist O'Hara in the book "Media million" of the narrator writes: "His message might look like an objective in the sense that it does not include approval or disapproval, but his vocal addition, meaningful pauses and intonation, and facial expression is often have the same effect as the opinion and editorial ".
To do this, usually using multiple complementary techniques. They are actively used by all experienced commentators. First, inclusion in promotional materials so-called "bilateral communications", which contain the arguments for and against certain positions. "Two-way communication" how to forestall the opponent's arguments and with the able criticism of their help to create a certain immunity against them.
Secondly, dispensing both positive and negative elements. In order to look more positive assessment plausible, to the characteristics described by the perspective you need to add a bit of criticism and condemnation of the effectiveness of the position increases in the presence of elements of praise. All the criticism, evidence, and the comparative materials are selected in such a way that the necessary conclusion, it was quite obvious.
And third, is the selection of strengthening or weakening of the facts of speech. The findings are not included in the text of the message. They should make those who provide information.
And fourthly, there is operating a comparative material to strengthen the importance, demonstrating the trends and magnitude of events, phenomena.
The required effect can also be obtained by structuring the reporting.
Statement of fact.
The desired state of affairs is served mass media as a fait accompli. This is based on fact, hypnosis audience - hammer nails into the coffin of a non-existent. Examples:
- "In the opposition camp - disorder and reel!"
- "The impact of the presidential administration of Chapter rapidly falls ...",
- "Factions farmers in parliament withdrew more and more deputies ...",
- "The Movement" Our Home - Fatherland "rapidly loses its supporters. Over the past month, his electorate declined from 10% to 8 %...",
- "Electoral Bloc" The team's new generation "is rapidly gaining momentum. For several months it has become a powerful political force. It probably will take place in future elections to Parliament ... "etc.
Admission used to create appropriate attitudes in society. The calculation is simple. The fact is that most people think in stereotypes: "smoke without fire is not", "Once all the talk about this - is the way it is". In humans artificially created a sense of themselves in the minority. As a result, it becomes unenterprising, giving priority to what he considers the representative of "most".
Such propaganda is usually served under the guise of news or the results of sociological research. This reduces the criticality of perception - people find it hard to understand that under the guise of reporting of events in the country and the world they fed normal "Deza".
To give credibility to such communications are widely used "opinion leaders": popular journalists, prominent political scientists, sociologists and others. Reset the burden of credibility - psychologically arduous process. It requires courage and free will. After all, the powerful and the money always have the opportunity to hire a nice lead, favorite artist, distinguished academicians, incorruptible defender or sex-bomb - for each category of the population found its credibility.
Admission used in the advertising business. Heading in a business magazine: "Demand for prestigious office in the center begins to exceed the offer!". (Artificially created a sense of deficit)
False analogy.
One of the most dangerous psychological trap is the tendency of people to think of analogies, to build in his mind the so-called psevdologicheskie sequence. Commonplace for most people, the style of thinking is a style that uses a logical link "cause - consequence". These links appear to be fully accessible to the control of consciousness and are consistent with the area of "common sense". Bundles "specific reason - a particular consequence", which took place at any time, we tend to extrapolate to other sites that have no relationship to the original - here lies the trick.
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