The dark magic of communication - How we manipulate others | Christopher Cummings | TEDxNTU

Summary

The speaker draws a parallel between communication and magic, highlighting its potential for both good and evil. They explore the three forms of magic—creation, transformation, and control—and relate these to the process of communication, from generating ideas to influencing behavior. The talk delves into the power of synesthetic ideas and the role of emotions, particularly fear, in shaping risk perception. The speaker emphasizes the importance of responsible communication to align public perception with actual risks, using historical examples like 'mad cow disease' to illustrate the impact of fear in risk communication.

Takeaways

• 🗣️ Communication is like magic, with the potential for both good and evil, similar to how magic is portrayed in stories and myths.
• 💬 At its best, communication can demonstrate love, share stories, and inspire collective action to face challenges.
• 🚫 However, communication can also foster injustice, intolerance, and even incite violence.
• 🎩 The speaker aims to discuss the roles of communication to improve our ability to be good communicators and protect against malicious uses.
• 🐰 Magic of creation in communication is seen in the ability to transfer ideas from one mind to another, creating shared understanding.
• 🔄 The magic of transformation is evident in the physical process of communication, transforming thoughts into speech and sound waves.
• 🔮 The magic of control in communication is about influencing behavior, similar to hypnotism, though not fully controlling actions.
• 🔍 The general risk algorithm is introduced, highlighting that risk is a function of magnitude, time, and probability.
• 🌐 The concept of 'affect' is discussed, explaining how it drives our reactions and judgments about stimuli, particularly the emotion of fear.
• 🐮 The 'mad cow disease' example illustrates how changing the name of a disease can significantly alter public perception and response.
• 🔎 Risk communication involves balancing the need to inform and scare people about real risks while also managing their emotional responses.

Q & A

What is the main theme of the speaker's presentation?

The main theme of the presentation is the power and potential of communication, likening it to magic and exploring its positive and negative impacts on society.

What are the three forms of magic mentioned in the script, and how do they relate to communication?

The three forms of magic mentioned are the magic of creation, transformation, and control. They relate to communication as follows: creation is the act of sharing ideas, transformation is the physical process of conveying messages, and control is the potential influence of communication on behavior.

How does the speaker describe the process of communication as a form of transformation?

The speaker describes the process of communication as a transformation from an electrical impulse in the brain to coordinated muscle movements, sound waves, and finally shared understanding through the listener's auditory system.

What is the synesthetic test that the speaker uses to demonstrate the connection between our senses and perception?

The synesthetic test involves two shapes and the names Boba and Kiki. The speaker uses this test to show how the roundness of the word 'Boba' is associated with a round shape, and the spiky sound of 'Kiki' with a spiky shape, demonstrating the interconnectedness of our senses.

What is the general risk algorithm mentioned in the script, and how does it calculate health risks?

The general risk algorithm calculates health risks based on two variables: magnitude and probability. Magnitude refers to the degree of harm a risk can cause, while probability is the likelihood of the risk occurring.

How does the speaker explain the concept of 'affect' in the context of risk communication?

The speaker explains 'affect' as an instinctual and primal reaction to stimuli, which drives us to understand, react, and form judgments about the risks we confront. It is a psychological and physical state that processes primal emotions.

What is the role of the emotion of fear in health and risk communication?

Fear is a powerful affective state that can alert us to danger and help keep us alive. In health and risk communication, fear can be used to effectively convey the importance of certain risks, but it can also be misused, leading to inappropriate reactions.

Can you provide an example from the script of how fear can be amplified in risk communication?

An example given is the renaming of BSE (Bovine Spongiform Encephalopathy) to 'mad cow disease' by a journalist, which made the disease more relatable and fear-inducing, leading to a significant public response.

What are 'attenuated risks' and 'amplified risks' as mentioned in the script?

Attenuated risks are those that society should fear more but does not, such as radon and high-calorie diets. Amplified risks are those perceived as more dangerous than they actually are, like Y2K or child kidnapping by strangers.

How does the speaker suggest we become better communicators and protect ourselves from misuse of fear?

The speaker suggests that by understanding that people may use fear to manipulate us, we can become better communicators by not using fear unnecessarily and by protecting ourselves from the 'spell' of others' fear messages.