Manipulative Techniques for Influencing Mass Consciousness

Abstract: This academic article examines manipulative techniques used to influence both individuals and society as a whole, as well as their application in political processes such as election campaigns. The main features, methodological principles, and directions of manipulation are identified. The technological concept of changing mass consciousness, known as the “Overton Window,” is discussed, including its main levers of influence, mechanisms for resisting it, and the consequences of its application.

Keywords: manipulation of consciousness, Overton Window, political influence, consciousness, suggestion, subconscious level.

Every day, we witness manipulation. Media channels, mass communication systems, and internet communications are the tools most often used by manipulators, while ordinary citizens often do not even realize they are being manipulated, putting others’ interests above their own. This highlights the relevance of this issue, as it is of fundamental importance to modern society.

It is worth noting that examples of manipulating mass consciousness have existed in Russian history before. For example, the Catholic Church skillfully influenced the consciousness of people susceptible to religious dogmas, manipulating both ordinary people and the upper classes to achieve its specific goals and assert its influence.

Today, government officials, the political elite, and the ruling class also need to understand and be able to apply manipulation techniques, as they allow for more effective implementation of state policy, lobbying for their own interests, increasing their authority among citizens, and expanding their sphere of influence.

Ordinary citizens also need to understand the basics of manipulation, as this knowledge helps people distinguish propaganda in the daily flow of information, “read between the lines” in media excerpts and statements by political and public figures, and analyze information for reliability.

Manipulation is defined in the Oxford English Dictionary as “skillful and cunning influence on people to achieve personal gain by unscrupulous means.” In other words, manipulative influence on a person should be understood as a certain psychological impact carried out secretly and, in most cases, causing harm to those targeted.

Recognizing Manipulation

To learn to recognize manipulation in the information flow, it is necessary to identify several characteristic features:

• Manipulative influence targets the subconscious rather than the conscious mind.
• The main method is not persuasion based on rational arguments, but the “implantation” of a reaction to an event or object.
• The impact factor is not the information itself, but the way it is presented.
• Manipulation occurs unnoticed by those it targets.

Identifying these criteria in the analyzed information helps us notice manipulation amid the surrounding informational noise and, therefore, avoid falling for it.

Approaches to Studying Manipulation

Currently, there are two main approaches to studying and evaluating manipulation technologies:

• Apologetic approach: Proponents see manipulation as a necessary and inevitable way to influence mass behavior and consciousness in modern reality.
• Socio-critical approach: Supporters believe manipulation is akin to subtle violence against the individual.

The main channel of manipulation and the primary factor influencing the population are the media and mass communication systems, which represent the “fourth estate”—unelected, unaccountable to society, and not responsible for the results of their activities.

The Goals and Functions of Manipulation

The ultimate goal of manipulation is to create conformists, average citizens, and mass consumers. To better understand the essence and qualities of such individuals, consider their main functions:

• Unquestioning obedience to authority
• Performing actions required and approved by those in power
• Illusory compensation for unmet needs in political participation, etc.

The task and ultimate goal of political manipulation are closely linked. The main task is to create political stereotypes and images. Thus, achieving the ultimate goal of manipulation involves fulfilling specific tasks.

A stereotype is a schematic and simplified image of social objects or events that is stable over time. More broadly, a stereotype is a habitual, traditional way of thinking, acting, and perceiving. Politically created stereotypes, especially those crafted by the media, become reference points for various social actors in the political sphere.

A political image is an artificially created image of a political subject or event, designed to elicit the desired behavioral response from the target audience.

Methodological Directions and Principles

Political manipulation has become a distinct field within political science, as it is a fundamentally important socio-political factor in today’s reality. It has specific methodological directions and justifications, including:

• Irrational approach: Based on the priority of emotional perception over rationality. For example, this approach played a key role in the Ukrainian coup, where most protesters were young people under 25, influenced by the need for radical change through demonizing the legitimate government.
• Stereotypical approach: Relies on stable and extremely simplified views of the world. Young people are often prone to “black-and-white” thinking, guided by “either-or” choices.
• Accelerative approach: Based on the need for intensive information due to accelerated development. This creates a fast and diverse information flow that is difficult to process intellectually, leading to pseudo-awareness.

Manipulation technologies and methods are built on specific schemes and principles, including:

• “60/40” Principle: To form the desired subconscious reaction, 60% of the information should openly support the required conclusion, while 40% should “argue against” it. This creates an effect of apparent objectivity and independent conclusions.
• Entertainment: Information should attract attention but not encourage serious thought.
• Reliance on the “habit effect”: Familiar events move from the conscious to the subconscious and are no longer controlled by reason.
• Reliance on the “blank slate” effect: Psychologists have repeatedly shown that information received for the first time is easily accepted and remains in memory for a long time.
• Instilling fear and uncertainty: In a state of fear, people seek help and more readily accept “authoritative opinions.”

Manipulation in Election Campaigns

Manipulation technologies are most vividly used in election campaigns. The media, candidates, and parties influence voters’ consciousness and choices by deliberately shaping the candidate’s political image, running bright campaigns, making media appearances, and more. However, election technologies are not limited to manipulation; they also have specific organizational features.

A candidate cannot effectively run a campaign alone, even with the necessary skills, intelligence, and knowledge. Therefore, a team is formed, which includes:

• Trusted representatives who expand the candidate’s communication with voters and perform representative functions on their behalf
• A support group that develops campaign strategy and tactics
• Campaigners who communicate the candidate’s platform and create a positive image
• Media relations specialists who ensure media access and increase its effectiveness
• Sponsors who finance the campaign

During the campaign, support group specialists collect and analyze information about the social composition, preferences, and moods of voters. Based on this analysis, they develop the candidate’s political strategy, and ongoing monitoring of voter sentiment helps adjust actions during the campaign. These efforts aim to win the election and secure as many votes as possible.

However, proving the advantages of a candidate’s program and promoting their personal qualities—which plays a special role in Russia, where people often vote for the person rather than the program—is not always the main content of campaign propaganda.

There are also various “dirty” campaign techniques, which are difficult to prove legally. These may include mobilizing passive voters if active voters are not favorable, or, conversely, discouraging supportive groups from voting by fostering pessimism. Candidates may discredit opponents, make unrealistic promises, or present voters with false choices using “political myths” or exploiting feelings about “political labels.”

The Overton Window: A Dangerous Manipulation Technology

When discussing manipulation, it is essential to mention the most dangerous current technological concept for changing mass consciousness: the “Overton Window.” In skilled hands, it becomes a powerful weapon, capable of both positive and destructive effects on society. Using this concept, phenomena or things that were recently considered unnatural or immoral can become acceptable in society.

According to the Overton Window, every idea or problem in society has a “window of opportunity.” Within this window, the idea can be widely discussed, promoted, and even legislated. The window shifts, changing the range of possibilities from “unthinkable” (completely alien to public morality) to “current policy” (widely discussed, accepted by mass consciousness, and enshrined in law).

These are much subtler technologies than “brainwashing.” They are effective due to their systematic, consistent application and the fact that society does not notice the manipulation itself.

The Overton Window technology is based on weaknesses inherent in almost every person. Its main danger is that it works even when the “victim” is aware of it. Usually, manipulation stops working once its true meaning is revealed, but in this case, the subconscious is affected through basic human needs.

Levers of the Overton Window

The main levers of influence used in the Overton Window technology include:

• Tolerance
• Euphemism
• Belonging to society (“herd instinct”)
• Illusion of authority
• Legal = right

The Overton Window is based on basic human needs, occupying the 2nd to 4th levels of Maslow’s hierarchy. The levels are:

1. Physiological needs
2. Safety needs
3. Belonging and love needs
4. Esteem needs
5. Cognitive needs
6. Aesthetic needs
7. Self-actualization needs

Needs at levels 2, 3, and 4 are almost never fully satisfied, making them targets for manipulation.

Tolerance is used to introduce any, even the most immoral, opinions into everyday life. Interestingly, tolerance is described not only as acceptance but also as the voluntary endurance of suffering. This definition fits people who are willing to accept opposing views, especially when those views are imposed on them as their own. The need for belonging and love makes us abandon our own views for fear of provoking aggression or disapproval from others.

Euphemism is essential for overcoming internal resistance, helping to establish a balance between one’s own and completely opposite values.

Belonging to society (“herd instinct”) combines the needs for safety, belonging, and esteem. Anyone who has spoken in public knows how difficult it is to withstand those moments when all eyes are on you—especially if you have to express disagreement without using euphemisms. Few people are capable of this.

The illusion of authority allows people to adopt views that have already been partially imposed from outside.

Legality becomes the supreme acceptance of alien norms. The famous psychiatrist Carl Jung believed that fanaticism is a sign of suppressed doubt. A truly convinced person is calm and can discuss opposing views without indignation. When foreign values are imposed, full conviction does not occur, and doubt must be suppressed by convincing others. Legality gives full permission to do so.

Consequences and Resistance

The most frightening consequence of the Overton Window technology is that people lose harmony and instead experience endless internal conflict and turmoil. No one applying this technology aims to make people happy; the goal is to create a new direction for development. After the desired result is achieved, many people are forced to maintain the illusion of accepting foreign values, gradually losing their connection to their roots and culture.

However, it is possible to resist this technology. Resistance can begin with refusing to always and everywhere be “normal.” When the “individual” is replaced by the “normal,” we automatically surrender control to others. At best, we strive to be convenient for those around us; at worst, we fall victim to targeted manipulation. Culture, morals, customs, and the traditions of our ancestors help us find our individuality. Integrating these into modern life helps us stay connected to our heritage.

References

1. Kozirev G. I. Fundamentals of Sociology and Political Science: Textbook. Moscow: Forum Publishing, INFRA-M, 2014.

Author: Galina Vasilievna Yaroshenko, PhD in Political Science