Manipulation: Definitions and Types

Manipulation refers to methods of social influence on people through mass media, economic, political, social, and other means, with the goal of imposing certain ideas, values, behaviors, and more.

The term “manipulation” is generally perceived negatively by society. Manipulation is more often associated with dishonest tricks and schemes than simply as a tool for influencing and managing masses, groups, or individuals—which, in essence, is what manipulation is. The range of manipulative techniques described by researchers is broad and extensive, so this article will focus only on some manipulations that can be effectively used to counteract active measures. In other words, these are methods of influencing audiences that can change the direction of an information attack, weaken it, or even completely disrupt it.

1. The Enemy Image

This is one of the most effective manipulative techniques, despite its traditional nature. It’s a classic form of manipulation used since ancient times. The enemy image is an essential attribute of ancient forms of consciousness, such as cults and religions. Rulers have always created an enemy image to rally their population before wars, whether aggressive or defensive. The more vivid the image and the stronger the epithets used to describe the enemy, the more enthusiastic people become in their desire to defeat the hated opponent.

In peaceful life, no one calls for the destruction of a competitor by force, but a well-constructed enemy image can unite allies and shift public opinion in your favor.

2. Opinion Leaders

Opinion leaders are individuals whose judgments are valued more highly than those of others in society. The viewpoint and assessment voiced by an opinion leader can significantly influence public sentiment. An opinion leader doesn’t have to be someone with high social status or titles. It could be a respected schoolteacher, a beloved pediatrician, or a veteran who has dedicated their life to the community.

3. Contrast

This technique is based on presenting information against a backdrop of more negative information. After receiving a strong negative emotional charge, people are more likely to accept information that, even if only slightly, appears more positive.

4. Eyewitnesses

Witnesses to events—real or fake—greatly enhance the credibility of information by confirming it with their personal presence. Sometimes, eyewitnesses themselves may be the source of information that was prepared in advance for public release.

5. Blurring

To weaken the negative impact of an information attack, a large number of similar news items can be created. This stream of similar information “blurs” the original message, creates informational noise, and confuses the audience. The original sensation becomes routine and loses public attention.

6. Shifting Emphasis

When presenting information, unfavorable aspects are shown as minor and secondary, while favorable ones are highlighted as central events.

7. Edge Effect

This technique uses the psychological principle that people remember information best at the beginning and end of a message. Therefore, advantageous information for the manipulator should be placed at the start and end, while “unpleasant moments” should be mentioned in the middle.

8. “Vaccination”

If you expect your opponent to reveal negative or compromising information about you, it makes sense to do it first, changing the emphasis and presentation. You can exaggerate the compromising information to the point of absurdity, making it clear to the audience that it’s not worth taking seriously. If the opponent later tries to use this information, it will be rejected by the public.

9. Preemptive Strike

This manipulation involves making accusations against your opponent to force them into a defensive position. In our minds, the one who has to defend themselves is usually seen as guilty.

10. “Plywood”

In political jargon, this refers to “side” structures or people who appear unrelated to you but are tasked with dragging your opponent into a harsh “exchange of negativity.” Against their “mud-slinging,” you appear respectable and uninvolved.

11. “Scarecrow”

This technique is similar to creating an enemy image. It involves associating your opponent with a notorious figure, group, or movement to transfer negative perceptions onto them.

12. Information Blockade

This is the deliberate restriction or complete cessation of information flow. It’s a controversial and radical method that should be used with caution, as the resulting information vacuum can be filled with rumors and disinformation, potentially causing serious harm.

13. Emotional Pumping

This manipulation relies on people’s ability to absorb the emotions of those around them, sometimes involuntarily entering states of excitement, ecstasy, aggression, panic, etc. The larger the group, the stronger the “crowd effect.” In a crowd, individuals lose critical thinking and self-control, following the group’s actions. A skilled, energetic leader can control the crowd’s emotions. Rallies, meetings, and other mass events are prime settings for this manipulation.

14. Majority Approval

People tend to make decisions or even change their minds under the influence of the “majority opinion.” It’s not necessary for the opinion you want to promote to be genuinely supported by the majority; you can create the “majority effect” through media, the Internet, or rumors. The same applies to creating the effect of majority disapproval.

15. High Motives

Appealing to high motives is most effective when the audience has a strong sense of social responsibility, needs self-justification for questionable actions, or when there’s nothing else to offer society—especially during crises and social upheavals.

16. Information Overload

The audience is “drowned” in a flood of diverse information, both relevant and irrelevant. Eventually, recipients become oversaturated and stop processing information, as psychological defense mechanisms kick in. Analytical thinking becomes impossible in such an environment.

17. One-Sided Presentation

Only information beneficial to the manipulator is presented; everything else is omitted.

18. Exaggerating the Problem

Minor, usually insignificant issues are artificially inflated to appear as major problems of great importance. Society is “switched” to a fake problem, drawn into discussion, and interest is constantly stoked, pushing real issues into the background.

19. Expert Commentary

Almost any information can be given a particular emotional tone, often opposite to its original message. A problem can be made to seem routine, tragic, or even comical. To add weight to commentary, an “expert” is invited—someone perceived as a professional who can explain the situation. Visual aids like charts and tables are useful. If the “expert” is fake or their analysis doesn’t reflect reality, it’s important to control the information space to prevent open counterarguments or direct debate.