He introduces the concept of 'molding' which stands for representional redicription of the audiences attention and is really important to create a background in which minds can be changed more easily. But he also says that being aware of people's initial state of mind is a crucial step which determines which technique one shall engage to change their minds.
Finally he argues that there are 7 levers (the 7 Rs) that the change agent shall aply to destruct the old mind model and to reconstruct a totally new one out of it.
The 7 levers are:
- Reason- the act of logical inspection
- Research - the act of study
- Resonance - the experience of 'understanding'
- Representational redescriptions: with out the images. Nothing happens
- Resources and rewards
- Real world event
- Resistance - persistent images which the audience is attached to,
If these techniques are applied properly, they may help us in attaining our goal. i.e. changing one of the hardest to change things. MINDS.
Elton Dushku
Theoretically it is right. But in reality minds are very hard to change!!! So many aspects of our life are oriented toward changing and you realize it only when you face it!
YanıtlaSilBu yorum yazar tarafından silindi.
YanıtlaSilWhen we speak of change and improvements we find it very easy theoretically but when it comes to practice we face the obstacles that prevent us to make others change their minds. The author himself states in the book that it is very hard to change believes or attitudes to which people are emotionally related. All our original attitudes or believes derive from our perceptions of realities and we are emotionally related to them as there are our own and not borrowed from others.
YanıtlaSil