The Persuasion Filter

  • Scott Adams suggests using the persuasion filter, a framework for analyzing persuasive messages, to better understand how Trump was able to win over voters.
  1. The persuasion filter consists of four elements:The messenger: Trump’s celebrity status, unconventional appearance, and unconventional behavior all contributed to his appeal as a messenger.
  2. The message: Trump’s slogan “Make America Great Again” was simple, memorable, and emotionally charged.
  3. The audience: Trump’s message resonated with people who felt left behind by the political establishment and were looking for a change.
  4. The circumstances: The political climate and the media landscape were conducive to Trump’s message and helped him to stand out among his opponents.

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