I never liked watching football matches or cheering any team, but rather a waste of time. But one day a friend of mine insisted that I accompany him to watch one of the important matches, and although I did not know any of the names of the two teams before this day, I found myself enthusiastically encouraging the team that people around me encourage, which prompted me to think about the way the crowd around you affected your mind and awareness. And the way you think.
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When an individual joins a group or an audience that undergoes certain changes and possesses qualities that he did not possess while he was alone, his conscious mind becomes at its weakest state vis-à-vis the collective mind, as well as his emotions become linked to the emotions of the crowd around him, and he becomes irresponsible and does not fear the consequences, and they may emanate from it. Behaviors impossible to be issued by him when he is alone.
The audience is a highly emotional being, the masses are characterized by being vulnerable and quick to believe. Regardless of how credible and logical it is, and therefore the owners of strange theories and the theories of cosmic conspiracies are very popular with the masses even if they are proven false and deceptive, and in the past they said "know-how", referring to the tendency of people to believe strange and exciting ideas even if it is just nonsense.
For every audience you'll find there is a leader or a driver. People tend to have a leader who is characterized by strength and firmness, also the leader must possess the skill of rhetoric through which he will be able to address the emotions of the audience, and I personally have always been impressed by the magic of words and their ability to influence, so I often liked speaking before the audience and in front of my professors at the university, and in this context I remember the story of Napoleon Bonaparte, of whom he mentioned that his manner of rhetoric and delivery gave the audience a desire to listen to him and obey his orders.
The real impact on audiences results from changing the ideas of these audiences, and changing ideas takes place through 3 methods: simplification, imagination and repetition. Leaders, influencers and change pioneers often have complex ideas, and in order to communicate them to the public they must present them in simple ways that the general public can understand. Also, imagination must be used to convey ideas, so if I told you about the death of 20 people in a car accident, one of them was called so-and-so, and he graduated from the university shortly before and I showed you his picture, you will automatically find yourself sympathizing with this person just because you knew some of the details about him, and this prompted a lot Of people sympathize with George Floyd in America, although they may not sympathize with the hundreds of victims who die daily because of wars or famines. Likewise, the strategy of repetition is used frequently to influence the masses, and for this we find leaders always use buzzing slogans that are easy for people to remember and repeat, and we find this strategy is widely used in the media, so you find the majority of media professionals discussing the same topic in the same way at the same time, and this strategy is called in the media as Propaganda, used to direct public opinion about something.