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Table 3.2.  CONTINUACION DE INFLUENCIA Y PERSUACION/Continuum of Influence and Persuasion


Advertising/ media, publicidad



Thought Reform

Focus of body of knowledge/ Foco de el  cuerpo de conocimiento

 muchos  cuerpos d conocimiento, basado en varios ramos  cientificos.

 conocimiento del producto como  convencer e influenciar legalmente/Body of knowledge concerns product, competitors; how to sell and influence via legal persuasion.

 cuerpo de  informacion   centrado en persuacion politica de la gente/Body of knowledge centers on political persuasion of masses of people.

 Informacion  echa para inculcar valores organizacionales/Body of knowledge is explicitly designed to inculcate organizational values.

 informacion  centrada en cambiar gente sin que estos se enteren/Body of knowledge centers on changing people without their knowledge.

Direction & degree of exchange/ direccion y cambios

 maestro y  estudiante se anima a intercambiar, puntos de vista /Two way pupil-teacher exchange encouraged.

  cambio puede ocurrir  pero de un solo lado//Exchange can occur but communication generally one-sided.

 cambio ocurre pero la comunicacion es  solo de un ladoSome exchange occurs but communication generally one-sided.

 limitado cambio ocurre y de un lado/Limited exchange occurs, communication is one-sided.

 no ocurren cambios  comunicacion  solo de un lado/No exchange occurs, communication is one-sided.

Ability to change

Change occurs as science advances; as students and other scholars offer criticisms; as students & citizens evaluate programs.

Change made by those who pay for it, based upon the success of ad programs by consumers law, & in response to consumer complaints.

Change based on changing tides in world politics and on political need to promote the group, nation, or international organization.

Change made through formal channels, via written suggestions to higher-ups.

Change occurs rarely; organization remains fairly rigid; change occurs primarily to improve thought-reform effectiveness.

Structure of persuasion

Uses teacher-pupil structure; logical thinking encouraged.

Uses an instructional mode to persuade consumer/buyer.

Takes authoritarian stance to persuade masses.

Takes authoritarian & hierarchical stance.

Takes authoritarian & hierarchical stance; No full awareness on part of learner.

Type of relationship

Instruction is time-limited: consensual.

Consumer/buyer can accept or ignore communication.

Learner support & engrossment expected.

Instruction is contractual: consensual

Group attempts to retain people forever.


Is not deceptive.

Can be deceptive, selecting only positive views.

Can be deceptive, often exaggerated.

Is not deceptive.

Is deceptive.

Breadth of learning

Focuses on learning to learn & learning about reality; broad goal is rounded knowledge for development of the individual.

Has a narrow goal of swaying opinion to promote and sell an idea, object, or program; another goal is to enhance seller & possibly buyer.

Targets large political masses to make them believe a specific view or circumstance is good.

Stresses narrow learning for a specific goal; to become something or to train for performance of duties.

Individualized target; hidden agenda (you will be changed one step at a time to become deployable to serve leaders).


Respects differences.

Puts down competition.

Wants to lessen opposition.

Aware of differences.

No respect for differences.


Instructional techniques.

Mild to heavy persuasion.

Overt persuasion sometimes unethical.

Disciplinary techniques.

Improper and unethical techniques.


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