For Alison Duguid (2008), everything happens as if these associations formed sediments that mass together around certain habits already in place in the organism These old habits are then recalibrated perhaps even modified without the person concerned being aware of it. These practices are gradually associated to expectations, to habits that link the individual to formulations. These processes are nonconscious and consequently difficult to master by introspection.
Researchers have observed that this process is sometimes consciously activated by institutions. Duguid studied specifically how Tony Blair’s group, while he was prime minister of England, suggested key words that were to be used every time a collaborator faced a journalist from the press, radio, or television. Her study shows how this strategy was established in a conscious and systematic way to orient the opinion of the English citizens in a moment of crisis, without them being aware of it. In this, we see a form of soft but profound manipulation utilized in our democracies one that is transmitted virally, thanks to the media and publicity spots. This phenomenon is a good example of the power of association that links the mind and institutions to each other.
What I am describing here is a form of mental manipulation carried out deliberately and lucidly, using the media as the intermediary. The strategy is close to that of computer viruses, which spread through the Internet and manage data on hard disks in an invisible way. Computer users and the media become at least passive accomplices of such strategies if they do not actively install procedures that detect viruses or priming to protect not only themselves but also all those with whom they communicate.
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