Persuasion

The Overton window is the range of subjects and arguments the mainstream accepts politically at a given time, and it can shift, shrink or expand.

Soft power doesn’t persuade — it assumes attraction equals agreement.

Fear appeals don’t change behaviour—they test whether the audience trusts the solution more than they fear the threat.

Propaganda isn’t lying—it’s controlling what you notice, feel, and do next.

Public relations doesn’t inform the public—it manages what the public is allowed to think about the people managing it.

It never existed — but it shaped how generations thought media worked.

Influence has never been direct—and pretending it is makes us worse at spotting who really shapes opinion.

He didn’t predict the internet—he predicted how it would rewire attention, and he got the wiring right.