Gore's Brilliant "Wall" Advertising Strategy and His Back Stage - Front Stage Problem
Repower America's lastest advertising campaign to promote their new online feature "The Wall" is brilliant. The ads and the social media initiative vividly portray the diversity of support for serious climate action while also framing the relevance of the issue in ways that transcend the traditional ideological divide. As I wrote in a paper this spring at the journal Environment, the Repower campaign is a stark contrast to the dominant message of Inconvenient Truth which may have unintentionally reinforced the partisan divide on climate change.
Gore, however, also faces a major communication dilemma, one that I refer to as his Back Stage - Front Stage problem. From behind the curtain, directing the Repower America campaign, Gore's strategic message and initiative holds the promise of transcending the ideological divide. But each time he steps front stage--such as this week on the cover of Newsweek--given his status as a former presidential candidate, Gore makes it easy for Americans to reinterpret climate change via a partisan lens while providing more rhetorical fodder for conservative media.
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Research by neuroscientists at MIT's Picower Institute for Learning and Memory helps explain how the brain regulates arousal.
The big day has come: You are taking your road test to get your driver's license. As you start your mom's car with a stern-faced evaluator in the passenger seat, you know you'll need to be alert but not so excited that you make mistakes. Even if you are simultaneously sleep-deprived and full of nervous energy, you need your brain to moderate your level of arousal so that you do your best.
A disturbing interview given by a KGB defector in 1984 describes America of today and outlines four stages of mass brainwashing used by the KGB.
- Bezmenov described this process as "a great brainwashing" which has four basic stages.
- The first stage is called "demoralization" which takes from 15 to 20 years to achieve.
- According to the former KGB agent, that is the minimum number of years it takes to re-educate one generation of students that is normally exposed to the ideology of its country.
When these companies compete, in the current system, the people lose.
- When a company reaches the top of the ladder, they typically kick it away so that others cannot climb up on it. The aim? So that another company can't compete.
- When this happens in the pharmaceutical world, certain companies stay at the top of the ladder, through broadly-protected patents, at the cost of everyday people benefitting from increased competition.
- Since companies have worked out how to legally game the system, Amin argues we need to get rid of this "one size fits all" system, which treats product innovation — "tweaks" — the same as product invention.
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