The rules of the leader
Hello everyone, Article 1013.
Have you ever wondered who is a leader?
Are persuasion and manipulation synonymous?
Let's start by deciphering what a leader uses for his communication:
Simplicity : vocabulary and syntax must be elementary because the crowd refuses the active exercise of thought
Affirmativeness : the speech must be concise, categorical, the less it is provided with proofs and demonstrations, the greater its authority
Repetitiveness : it is necessary to repeat the concepts used always respecting the same terms and effective phrases (slogan)
Imaginificity : the power of a word does not depend on its meaning, but on the image it arouses ;
Choral : rhetorical questions that require a choral response from the crowd
Contagion : when an affirmation has been repeated enough, and always in the same way, a current of opinion is formed in the mass and the powerful mechanism of contagion intervenes .
The leader is a persuader and so what is persuasion?
Even if it derives historically from the manipulation of the masses and from political propaganda, the leader's strategic communication is “a persuasive communication that is part of a qualitative approach. It is nothing other than the ability to motivate others to listen to our reasons and to marry them. By its intimate nature, the art of persuasion is a mild exercise. He abhors heavy vehicles.
It is permissible to exercise a certain influence, but not to appeal to the principle of authority. Authority takes over when persuasion is not enough, when you have lost charisma, trust, authority.
Persuading excludes not only threat and blackmail, obligation and coercion, but also unfair moves such as an appeal to pity or blind trust.
If you have to resort to these expedients, it means that persuasion is not enough and that we have done something wrong in the communication process.
Persuasion does not induce one to act AGAINST one's will but tolerates: the flattery, the flattery, the warning or the suggestion, the ambiguity, the unspoken assumption, the undeclared consequence "...
Instead, it is an act that always involves a choice, an exercise of free will.
So let's now determine the choice of the persuasion path:
to. motivation : relevance of the topic for the recipient, personal consequences of the message
b. cognitive ability : technical competence, intelligence; level of attention, disturbance
environmental…
c. CENTRAL path : positive and negative arguments are evaluated, the reasons for the message
(attention, understanding, comparison, evaluation)
d. PERIPHERAL path : attention is paid to the peripheral signals of the message (source, vividness,
length…)
Well ... and what is manipulation?
Manipulation, coercion and exploitation are related concepts, all of which refer to morally problematic behavior.
All three are understood as not "moralized" (that is, they do not contain immorality as part of their very meaning).
Coercion is understood as having no choice or as having no acceptable choice. Manipulation is driving or influencing the choices of others by means that could be morally problematic (although not necessarily wrong in all cases).
There are three forms of manipulation: deception, pressure, and the use of emotional vulnerability or character defects.
Exploitation involves using the vulnerabilities of others for one's own ends.
All three concepts raise questions relating to the value of freedom, understood as the independence of one's choices from the will of others.
If you can still watch TV and read newspapers, try to figure out who is the leader and who is the manipulator.
Good fun.
Mauro Brocca
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