Persuasion
Persuasion requires two actors: the transmitter and the receiver.
They established a specific relationship that is defined by the message. The transmitter or convinced cult member is the persuader; the receiver is the target, the potential member; and the message is embedded in the cult speech presented by the transmitter.
For the persuasion to be effective, these three elements must meet specific conditions. The goal of persuasion is for the transmitter to get the receiver to agree to a specific proposition summarized in the message. It is a multi-stage process: attention, comprehension, ability to reformulate the message, integration of the message, acceptance of the message, change of thought or attitude.
The whole process is called the ELM (Elaboration Likelihood
Model). The ELM starts with the message transmitted. However, this message is never simple; it takes direct and indirect routes. Directly, a specific theme and its implications are presented in cognitive terms. Indirectly, the central message cannot be separated from a general context, and what it means depends on the listener’s desires and the speaker’s objectives. The message conveyed by the central route can be read directly,
it is accessible to rationality; the indirect message is a swirl of irrational and emotional impressions and deceptions on the part of the transmitter.
If it looks like it will be easy to get the receiver to accept the mes-
sage, the transmitter will use the direct approach of the ELM; or, if he has strong defenses and seems hard to convince, the manipulation will be done indirectly. The transmitter must be credible and must inspire confidence. He feigns sympathy in order to create empathy, using the ELM’s indirect approach.
The transmitted message meets complementary conditions. To use the central approach, the transmitter must be rational, capable of producing arguments that stands up to analysis, while causing emotional reactions in order to free up the field of promises, setting aside intellectual concerns.
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