Every indulged in it? Or been a victim of it? It happens often enough and on a regular basis.
Whether it is in corporate world, brands manipulating the consumers, politicians or even in personal relationships.
The essence of the maneuver is perception management. Create and manage a perception so well that it becomes real.
The best exponents of course are the politicians. I don’t know how many would have watched the movie “Wag the Dog” but it pretty much exemplifies how politicians play with perceptions. Think about it. Once the Cold Wad threat was over, what did the western world (specifically US) have to keep calling themselves saviours of the free world? Nothing! So bring on the battles with the oil rich belts. Even in our country, political parties have created this illusion of non Hindus and allegedly backward classes being exploited that everyone or at least the “intellectual” majority believes that is the case.
In the corporate world, there are always those individuals who create an aura around them that makes them seem like MVP in the set up. The organisations they work for, do their best to retain them and also others want to hire them. You can do average work but build a great self PR around it and people will believe. They would want to quote your quotes. You become an expert on leadership and corporate culture and pretty much everything.
When it comes to brands, Apple mastered this maneuver. Yes it’s good technology (I use it) but the hysteria that surrounds every launch, does it deserve that? Perhaps not. But it tapped into our desire to be different from the masses and rest is of course evident for everyone. Look at me, even I am quoting the brand to make a point!
Perception is something that has driven most of the communication that brands have with communication. Obscure research data to prove why brand X is better over brand Y that consumers lap up and buy. When competing on those terms become tough, indulge in social causes to sound ‘oh so holy’. Works very well when you pick a cause close to consumer’s heart.
Awards are another way of creating a perception of being superior. Works rather well in automobile category. Car of the year is a great thing to talk about.
Talking about ‘talking about’, it always helps when you get some influential writers to say nice things about you or start a negative conversation about competition or a trend that is detrimental to your cause.
Social media has become a great platform for such endeavours. Creating a reputation or destroying one, has become easy. Stayzilla is a case in point. Who really knows the truth? Truth is what you get people to perceive.
Perception either creates a reality or helps you hide the facts. You can hide your incompetence by questioning competence of someone else (great tool in organisational politics).
When we get into a relationship, we spend a lot of time to build perceptions about us. We indulge in social engineering to an extent that the other person accepts all of it and falls for you. Keep working on it long enough and it becomes reality. Most relationships, of course, turn sour when the mask slips.
We tend to spend hell of a lot of time on these manipulating maneuvers. I think as a society we have reached a point that it is very hard for us to differentiate perception from reality. More importantly we don’t want to spend time in making that differentiation. And you know why? Because that will take away time from us building a certain predisposition towards ourselves. Plus the fact that perceptions help us in keeping our sanity. Help us rationalise the choices we make.
We are living in an era where our lives are led virtually and it has made things all so easy when it comes to manipulation. But we opted for it. For our selfish gains. So we can’t blame others when we get manipulated. Someone out there was a more adept manipulator that you.