(5 minute read)

The Better Way

Knowing that we all formulate messages in ways that are meant to be communicated is vital. We are not all that much different.

Which leads us to the next reason why it’s important to know how Aristotle’s model of propaganda works. It’s a way of getting us to remove some barriers. Being better communicators is part of the human condition. That is something we all have in common. Certainly we can’t fault the “other side” for trying, can we?

It’s important that we remember this especially in the volatile, hot-headed culture we seem to be living in. For the most part there are “good” ideas (those we agree with) and “bad” ideas (those we don’t agree with). But not all people with bad ideas are bad people.

There is a third category of ideas that are the “really bad” ideas (as in, holy shit, THEY believe THAT?). There are bad people promoting those bad ideas. They are not as prominent as they may seem. That topic has to be left for another article for another day.

This might sound rather naive and maybe there is some truth to that. I think it’s easier to err on the side of caution. We hope that our “better angles” are showing. We should be aware that bad actors show up and not be blindsided when they do.

We hope for the best. However, we also are very aware that there are those ready to take advantage of the next “sucker.”

So how do we walk the tightrope of being hopeful while watching out for the worst without becoming cynical?

At this point we have to save that for a future article.

For now, it must be enough to know that all of us are passionate about our ideas. We care about the issues. Most of us have good intentions when communicating them. Others do not and are easily noticed given their questionable techniques and manipulations.

And that’s what we call them out on.

• Providing half-truths and lies? Then they are practicing questionable techniques.
• Skewing statistics in their favor without showing any correlation to the facts and their issues? Questionable manipulations.
• Coerce people through intimidation and bodily harm to think or behave a certain way? Questionable techniques and manipulations. (Although, back in the day, we used to call them communists)

Most of us would never engage in such blatant behavior. But how can we confirm that we are using logic and reason? Are we just blindly reciting an argument for “our side” or have we really thought the problem out?

Persuasion is an ethical tool. It is meant to change, neutralize, crystallize, and keep opinions and attitudes of an audience. This is achieved by using ethical means of persuasion. They give us the assurance that we are honest with ourselves and others.

However, in the spirit of the book, The Prince, written by Machiavelli in the 16th century, or C.S. Lewis’ The Screwtape Letters, let’s explore ways one can become an unethical communicator. As we read it, keep in mind that we want to do the opposite of what is written.

How To Be An Unethical Communicator or What Aristotle Called “A Liar”

• Use false evidence. Anytime you want to get ahead, then by all means necessary, tell half-truths or outright lies. Tell “them” you read an article and just make up stuff that proves your point. Tell “them” there was a survey once taken and the results were exactly in favor of your issue. But don’t tell “them” where to find this information. Remember, we are not in the communication business to tell the truth. The truth is for suckers.
• Use baseless reasoning or appeals. In fact, do away with all reasoning altogether. Who needs it? Hit “them” in the gut with emotions. Tell “them” all of their troubles is because of an outside group of people, blaming “them” for everything that’s wrong. Play the victim card as much as you can. Claim you are the only one with the answers to help fix their problems.
• Falsely represent yourself. This is known as the George “Anthony Devolder” Santos Tactic. Never heard of him? Look him up. He has perfected this tactic.
• Conceal your purpose. For goodness sake, whatever you do, DO NOT admit that you stand to personally gain anything. Avoid mentioning any personal advantage you get from whatever it is that you are asking “them” to do. Tell “them” that whatever it is you are doing, you are doing it for “them.” Study the obvious politicians. They’ve perfected this one, too.
• Cover up consequences. See prior tactic. Also, don’t be forthcoming in telling “them” what will really happen in the end. It’s better that they don’t know. If they do find out, the con is blown. You’ll never get out of “them” what you really want.
• Oversimplify. By all means don’t admit that there are some problems that are difficult, complicated, and not so easily solved. Tell “them” the world is really not that hard. Say that it only takes common sense to solve all the world’s woes.
• Pretend to be certain about everything. Related to several of the above tactics. People like leaders that have ALL the answers to life’s problems. It’s part of their nature to hero worship. There is nothing like someone who has had a little success to offer answers to life’s most difficult questions. Study leaders in social media companies for examples on this one. Boy, they’ve nailed it!.
• Advocate what you don’t believe. Well, if you can master this one you are on your way to Richville! Everybody loves a gun for hire and there are plenty of those jobs to go around. Don’t believe in a certain issue? No matter. If you can charm the skin off a snake you’re the one they’re looking for. See the movie, “Thank You For Smoking” for 90 minutes chock–full of examples on this one.

Thanks for reading this series.