AUTHORITARIAN EYES
WHO ARE
THEY?
They are the stern, staring eyes of those
grim-faced Republican candidates in the recent CNN promotion for their 16
December 2015 debate. And, they are an example of “resonance advertising” based
on the latest social psychological research.
Resonance
Advertising is the
most non-conscious evocative form of advertising. Developed by the late Tony
Schwartz, the methodology was used by Lyndon Johnson’s campaign to literally
blow Barry Goldwater’s presidential bid out of the water with a commercial
called “Picking Daisies” which ended
with the image of a thermonuclear explosion. Emotionally, though not literally,
the :30 second television commercial called up subconscious voter fear that a
vote for Goldwater would lead to nuclear war with the Russians.
The CNN promo has only a drum beat audio,
subconsciously saying military or regimentation, and the images are face after
face of the leading Republican candidates staring menacingly at the camera.
Powerful, eh? They are watching you.
WHY ARE THEY DOING THIS?
Social psychological research has shown
that photos of stern, staring eyes are a psychological “prime” – they prime the
situation with meanings that come from within us. Hence “resonance”
advertising. Powerful images which call forth deep-seated emotional responses.
When added to the test environment of
several studies; images of stern, staring eyes cause significantly measurable
reactions among test participants. In one case, simply switching the photos on
the wall above a “honor box” in a student canteen, led students to “feel
guilty” and give money for coffee refreshments even though there was no printed
or verbal directive to do so. Such images of these eyes are “authoritarian”.
The research went on to prove that people
of an older generation (like “Baby Boomers”) are more susceptible to responding
to these “authoritarian” eyes. (Oh great!)
What do these images hope to communicate?
Here are some possibilities: Authority. Seriousness. Control. Gravitas. You
will change your behavior. We are your leaders.
WHAT DO THEY WANT?
This promo and these authoritarian eyes are
certainly saying that if viewers haven’t taken the Republican candidates
seriously up to this point, “you’d damn sure better take this debate seriously!”
Not coincidentally, authoritarianism is now
part of the message around which the Republican candidates are rallying and to
which the Republican base is responding. Certainly Donald Trump’s followers
shrug off charges of his “fascist” attitudes with apparently little concern
about his motives. And, other Republican candidates have begun following
Trump’s lead into authoritarianism.
Okay. The CNN promo may not be a promo for authoritarian
Republicanism.
It may only be about grabbing a larger
audience. This is due to the fact that the ratings on some debates between the
two parties have varied widely in viewership. Some debates have been monstrous
and broken all viewer records. And with this many candidates remaining on the
Republican stage, other research may have show that viewers were having trouble
focusing and needed to be herded a bit toward the debate.
But, why authoritarian eyes?
Do these images promote authoritarianism?
Yes. Don’t doubt the underlying research.
Are they used only to grab a bigger audience, or are they used to “prime” the
electorate for something bigger to come?
(Cue “Jaws” theme – “Bah-dah”.)
There may be nothing like a little dose of
potential fear of authoritarianism to cause a bump in viewers. But there is a
risk of taking Republican authoritarianism too lightly.
Let’s all watch now because “Big Brother”
is watching us.
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