Mathew Zurita
ART-263-1108
Professor. Cacoilo
November 16, 2023
Chapter 5 & 6
Chapter 5: Cognition
"This time around, people can usually remember at least a few of the words, but not all of them an not in order".
This is something that people do mostly all the time. Whenever we tried to remember something specially of what the person said to us, it doesn't come off as we hope to remember. We always narrow it down into a few words instead of the whole sentence, which is a big habit that most people do.
"Our struggles are not waged in a controlled environment like the courtroom. We approach people individuality on crowded city streets, or try to attract their attention as they whiz by in their cars (windows up, AC blasting, radio on).
I feel like no one is sequestered in a jury box, legally bound to listen to evidence. The jury is busy going to work, coming home from school, going shopping, or trying to relax. People have to understand that the world is no courtroom and the irony is that courtrooms don't work in this way. In addition, facts alone don't win cases.
"In addition to becoming good story tellers, we need to teach ourselves to be really good listeners".
I believe that if we listen to the stories that people already tell themselves, we can begin to figure out how to fit our facts into their stories. For example, it's hard to tell a sympathetic story about incarcerated Black and Brown kids to fearful white Texans. Their pretty much about racist beliefs and their literally ingrained in their heads too.
Chapter 6: Persuasion
"Everyday, marketers are hard at work trying to change the way we think. Using signs, symbols, stories, and spectacle, they labor to persuade us that our lives will be better, that we will be more attractive, powerful, successful, and happy."
Marketers today are always trying to have us think the other way around and persuade us to do something that they want us to do, like it's a requirement. For example, in order for us to live a happy life, we have to drink coke, drive a Lexus, or brush our teeth with crest all the time. The aim of an advertiser is not, ultimately, to change our minds, but to get us to buy particular products, in short, to translate their ideas into our actions.
"Ideas and awareness are important. That's how people change their minds and then take action."
This is something I do agree with. One person requires the other and getting people to think and talk about an issue is absolutely critical. However, if it stops there, and stays at the level of changed consciousness, then nothing is ever going to change. We always have to manifest general ideas into specific actions that can be visualized and thus enacted.
"Promotion, of course, is key for any marketing campaign. Why would anyone buy a product or service they'd never heard of?"
Consumer goods are promoted on television, radio, the internet, and billboards and signs. These forms of promotion raises awareness about the specific activity we want people to engage in, It's important to think about how do pull off your promotions in such a way that it inspires action.
Project chosen: Effective and efficient
The project I choose is effective and efficient on chapter 6, page 238 in the book "The Art of Activism" by Steve Duncombe and Steve Lambert. It's shows one person in effective and a bunch of people in efficient. The person in the effective is the primary audience is potential bicycle users within in the city limits of Albuquerque. There are always risks in expanding our audience and this introduces greater diversity, and requires that our message becomes less individualized. The secondary audience is not the audience that our piece is centrally aimed at, but it's not one that we'd still like to reach. For instance, while mobilizing Albuquerque citizens and potential bike users is essential for the campaign, to be effective we also need policy makers and politicians on our side.
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