Motivating the Masses

The power of persuasion is a tool that can produce either positive or negative results. How a leader wields this tool is extremely vital to the end results. Consequently, in order to safeguard the truth it is imperative that we challenge the ideology presented. In a sense, by doing so, we are inoculating the hearer from becoming unwittingly deceived or misdirected. In any event, proving that an idea is good and trustworthy--or not--is not only wise, it is the logical step towards freely receiving and believing a teaching for its true value (2008, Meyers). Without a doubt, it is understandable that as humans, we desire strong, capable, leaders to protect and guide us; unfortunately, we can sometime become over eager and receive ideas as truth before they are questioned. This is especially true when being persuaded by a charming and seemingly capable person that not only possesses charisma, but speaks with authority on a subject.

Clearly, there is a fine line between persuading others, and manipulating or coercing them. The ethics behind the techniques used to influence and/or persuade are sometimes ignored or excused away; but the bottom-line will always be evident when viewing the aftermath. From one life-event to another, the motivations behind a leader's directives are varied and powerful. For instance, when the compulsion to lead is fueled by the ego, the motivators are usually personal gain, power and/or control. In contrast, when the motivating factor is based on ethics, the leader's motive is to exact positive change. Even so, we must keep in mind that this positive perspective is birthed from the leader's personal values; which may or may not be considered positive once questioned. When looking back on history, there are a handful of persuasive people that affected the masses with incredible power. Some of these charismatic souls were able to change the minds of the masses for the good of mankind; others were capable of coercing hundreds of individuals to commit suicide during planned group events. By methodically exchanging lies for the truth, and breaking down the follower's standards of living and ethical values they gain control. Finally, by instilling new, learned behaviors indoctrination completes its cycle. Still, no less charismatic individuals (like Hitler) were able to convince their followers to commit heinous acts through deindividualization, and by the power of suggestion.

Case in point, just as Martin Luther King was a trusted spokesman that led the world to a place of understanding and acceptance through the power of persuasion (2008 Meyers); so, Jim Jones led hundreds to death through the same powerful tool of persuasion (2008 Kinsolving). Motive was the difference between King's amazing outcome, and Jones horrific massacre. That being said, it is important to define this type of influence, in order to understand the elements behind the techniques and tactics used to persuade in such an all consuming manner. According to Meyers' explanation on page (247) of his work entitled, Social Psychology, the power of persuasion is fueled by four distinct factors: "Who is speaking, what is said, how it is said, and to whom is it said."

Clearly, the more credible the speaker is perceived to be, the more powerful he/she is at persuading. Martin Luther King was perceived as trustworthy because he was willing to suffer for his own beliefs, and he was an ordained minister (2008 Meyers). Jim Jones was perceived as trustworthy because his organization (People's Temple) drew thousands on his advertised claim of being a prophet of God capable of healing. The media coverage in conjunction with the multitude of believers convinced his followers through social proof of reliability, that he could be trusted as a credible expert (2008 Meyers). Furthermore, in both cases, King and Jones were protected and supported by powerful people. For example, Martin Luther King's work was admired and sustained by powerful political leaders such as John F. Kennedy. Jim Jones was afforded monetary funding and protection through his affiliations with Mayor George Moscone along with other political leaders (2008 Kinsolving).

Another influence to persuasion is the appeal of the person influencing. In this case, pleasing features also convince an audience of a person's trustworthiness. Furthermore, personal gestures and distinct features assist in persuasion. Martin Luther King was a handsome man, with kind and caring eyes that complimented his respectable dress and business-like appearance (1968 World News). The picture of King featured in this paper confirms Meyer's theory on '˜attractiveness and liking' on page 230 of Social Psychology. This picture was caught while Martin Luther King listened to a lecture. It is clear that his gift of persuasion was enhanced by his pleasing appearance and natural charismatic demeanor. Clearly, it is understandable that King had the heart of the World in his hand. On the divergent side of persuasion, although Jones was a psychopath by most professional psychologists, he was not devoid of strong physical traits that appealed to the masses. While, Jones's approach was liberal, '˜Hollywood in style,' he had the charm and charisma needed to earn the trust of, and mislead nine-hundred people. In view of the picture featured of Jim Jones, his looks and body language fit the criteria for an effective communicator as described in Meyers' work on page 230. Furthermore, the affiliation with famous leaders, and his extensive education gave him credibility.

When coming to an understanding of how and why these men possessed such an extraordinary gift of persuasion, even while residing on opposing ends of the ethical spectrum of life, considering what was said, and how it was delivered will add much insight to our query. In Martin Luther's speech "I Have a Dream," he shared his dream of equality at the doorstep of the White House while directing a peaceful march for equality. He spoke to 250,000 people that day about freedom for all people on the most credible stage of all, the White House (1964 Nobel Prize Foundation). King delivered this speech with profound conviction. The passion with which he spoke coupled with the media coverage that the setting commanded, made that '˜dream' such a worthy goal, that not only are his followers, but the entire world is still reaching for equality. Martin Luther King believed in what he preached, had faith in his God, understood how to speak simply and profoundly to all people; and, those gifts in combination with his charismatic demeanor and appealing looks made him powerfully persuasive.

In contrast, Jim Jones became a student preacher at a Methodist church in 1953, and also advocated racial equality. His words and charisma won the affection of the African American community. Realizing that his message would gain momentum if the Pentecostal leaders supported him, he appealed to them according to their needs. Once successful, Jones used the theology of the Pentecostal teachings to expand his following. By claiming the power of the Holy Spirit within him, he won many more followers. Through the word of God and the beliefs established by the denominations, Jones established credibility and used the powerful message of the gospel to win hearts and influence even those skeptical of his motives. Interestingly, Jones claimed the nine gifts of the spirit, but used healing and prophesies as proof of his fidelity. Many that claimed he prophesied accurately excused any discrepancy by claiming the person he spoke over did not live up to the possibilities that Jones perceived (2004) Groenveld J. & Med Trans 1). In effect, when he was disproved, Jones' followers unwittingly used the phenomenon called '˜belief perseverance,' found in Meyer's text, Social Psychology on page 83, to avoid accepting the truth about Jones.

Another aspect of persuasion has to do with the speaker's ability to influence the audience being addressed. Case in point, Martin Luther King began his ministry within a predominantly white congregation of the Baptist church that he grew up in. Prior to Co-pasturing the church that his grandfather, and then father pastured, he went to an all black school and became ordained. As he grew in his career, he preached a new, daring doctrine addressing segregation issues, always emphasizing that "all men are created equal." Because he was raised within a white culture, he understood how this culture believed. Consequently, as a preacher, King's audience was white Americans, and because he could reach them, his credibility grew within the white community. His continued education added to his already credible ministry, and his reputation build upon his cause, equal rights. Through his knowledge of the white culture, and credibility with the white race, he reached the leaders of our nation and segregation in busses was overturned by the Supreme Court. Eventually, King pastured a predominately black church in Alabama, where he addressed the issues that kept the black culture oppressed. Clearly, his ability to style flex between the white and black culture, assisted King in profoundly change the world views of freedom for all races (1964 Nobel Prize Foundation).

When Jim Jones began his ministry, he was received first by the black culture (an interracial church) and then by the white culture (Pentecostal denomination). In this way, Jones style flexed according to the culture he addressed. Additionally, Jones addressed a society haunted by the fears instilled from the past, and of the cold war (1955). These people desperately wanted freedom from the past. Jim Jones deciphered that these church members needed a God that's miracles were evident in the natural world. Jones preached a new, liberal doctrine and didn't hesitate to read his followers and give them exactly what they hoped for, a god that wasn't so far from reach. He called himself '˜their savior' and added, "Just don't call me your creator" (2004) Groenveld J. & Med Trans 1 Inc). By creating a more user-friendly god, Jones' appeal became wide-spread, and he moved his congregation to the San Francisco. By becoming active on the housing committee, he expanded his audience beyond the liberal San Franciscans to the influential of the day. The exposure to so many different types of audiences increased his appeal as people accepted him as credible because everyone else believed him an expert in his field (2008 Meyers).

By employing hindsight, it is obvious that in both cases, these powerful men persuaded using the same tools, only to different ends. Martin Luther King's motives were purely altruistic, as he had a deep desire to see his people and their oppressors free. Case in point, King's passion for equal rights caused great upheaval in the time in which he preached, and he suffered greatly during his life receiving no personal benefit, all because he stood against the world in his fight for justice. In addition, later in life Martin Luther received many awards as well as accommodation honoring him for his efforts to bring peace to a broken nation (1996-2010) Brown M., Clark I., Carrasquel A). On the other end of the spectrum is Jim Jones, whose motives were the opposite of altruistic, as he suffered little and took everything from many innocent people resulting in no apparent good. It is evident that a wake of destruction, brokenness, and disillusion hit our nation after the massacre at Jones Town.

Sorrowfully, we must recognize our vulnerabilities to persuasion and learn from these examples. Using hindsight, it is easy to see how persuasion in the hands of leaders endowed with many natural gifts becomes amplified. For that reason, how a leader wields this tool is extremely vital to the end results for every hearer. Consequently, in order to safeguard those listening, it is imperative that we challenge the ideology presented by all leaders. By taking the time to research the facts, we will prove or disprove the theory at hand, and in doing so, we will establish our beliefs on the immovable foundation of truth.

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References

Brown M., Clark I., Carrasquel A. (1996-2010) Martin Luther King Jr. Biography Sketch, LSU Libraries; Louisiana State University Retrieved on March 21, 2010 from; http://www.lib.lsu.edu/hum/mlk/srs218.html
Groenveld J. & Med Trans 1 inc (2004) The People's Temple Understanding Jim Jones Retrieved on March 22, 2010 from; http://www.caic.org.au/biblebase/apocolyptic/jones.htm
Kinsolving K. & Kinsolving T., (2008) Hansen S.A. Freedom of The Mind Center People's Temple. Retrieved on March 21, 2010 from: http://www.freedomofmind.com/resourcecenter/groups/p/peoplestemple/madman.htm
Meyers D., (2009). Social Psychology (9th Ed.); Persuasion McGraw-Hill (pp.83, 230, 231, 258)
Nobel Prize Foundation (1964) Nobelprize.org, Martin Luther King Jr. Retrieved on March 21, 2010 from http://nobelprize.org/nobel_prizes/peace/laureates/1964/king-bio.html
World News(1968) Flip Schulte/Corbis, Life and Death of Martin Luther King (1964) King Listens to lecture SCLA: Retrieved on March 21, 2010 from: http://www.guardian.co.uk/world/gallery/2008/apr/01/1?picture=333340693