Let’s look at an example.
In case you haven’t had the chance to read my dissertation ;-), I’ll let you in on a few reasons why Hugo Chavez is able to garner support to continue taking Venezuela away from democracy, and toward dictatorship.
To begin with, Chavez is a master orator. In other words, he tells great stories.
His real message, which comes across as “For fun, let’s have a revolution and I’ll play the role of master” is really “I promise to take care of you better than you can take care of yourself.”
No matter what stories he tells, the message is the same.
He’s very clear on the benefits he thinks he can provide a significant number of Venezuelans.
His supporters are likewise clear that they, as their world is currently structured, cannot provide for themselves the lifestyle to which they aspire.
They share that premise. The premise is I, Hugo Chavez, do not believe you can take care of yourselves, but I can do that for you. All you have to do is vote for me no matter what.
So what does this have to do with us?
Think about what your message behind the message really is. AND….what are your assumptions about your audience. Are they capable of taking care of themselves? Are they intelligent enough to accept your argument? Are you strong enough to allow some people to disagree with you?
Whatever it is that you believe about your audience, you reinforce that belief in your presentation. And they respond accordingly.