The Gucci model and mass manipulation
The Gucci model who sparked an endless stream of comments is a perfectly successful example of mental manipulation via the principle of cognitive dissonance
The mass manipulation carried out by Gucci by proposing a model far from the aesthetic expectations of the majority is based on cognitive dissonance.
Cognitive dissonance is an internal contradiction, those who live it say and think things contrary to what they hear and perceive. The simplest and most terrifying example of this cognitive mechanism is the woman who stays with her abusive partner. The beatings, on a rational level, would suggest only one choice: abandoning the abusive partner. Any other option is logically wrong. However, sometimes it is enough for that man to appear repentant and offer a dinner to cancel a night of slapping.
This is an extreme example, but in general we are all very good at denying the evidence. We do this continuously when we choose to remain in an unfavorable condition in order not to take responsibility for the change.
What does all this have to do with the Gucci model?
As soon as you see the Gucci model, you think she doesn’t look like the idea of a model in your head. The betrayed expectation generates a feeling of disorder, as if something is not in the right place.
Like the photo below.
Brightest Hour: we are live with Francesco Boz, author for Le Iene, founder of the Oltreuomo and Psiche.org page.Posted by TEDxTreviso on Wednesday 29 April 2020 Wouldn’t you expect them to be lined up?
However, there is a big difference between the out of phase doors of the cabinet and the Gucci model. While you may calmly think that the doors should be aligned, if you think the Gucci model is unsuitable for that role you immediately censor yourself, because who are you to judge that woman’s aesthetic?
Everyone sees that the aesthetic of the Gucci model is not up to expectations, otherwise it would not be talked about, but if you allow yourself to say that it is ugly you are immediately judged in turn. They will tell you that you are wrong, that your judgment is superficial, even that you cannot afford to judge a woman by looks alone.
Short interval: judging a woman on the cover for her aesthetics is legitimate, she is there for that. From a logical point of view it is more wrong to judge a footballer by his subjunctives since he is in the window to play football.
The fact is that anyone who points out the obvious, which is that the Gucci model is not beautiful (at least in the way we would expect), is likely to go wrong. Under the weight of the need for social approval, people are led to say even the opposite of when they hear: the model is beautiful!
Mistaken! You can’t lie to yourself!
Betraying one’s feelings is not free. The body builds up tension that somehow has to be released. If you read the comments on the posts that talk about this Gucci gimmick, you will immediately realize the level of anger and hatred that has been generated.
Whoever vents his tension by insulting the model obviously performs a miserable act that must be condemned. A hypothetical moral court, however, should take into account that the accused was provoked. His reaction is incorrect, but he didn’t start it.
In front of the photo of the model we have two possibilities, both of which are disadvantageous. The first is to deny what we feel and say it is beautiful. The second is to go along with what we hear and say how bad it is.
How do you get out of this trap?
It is done by recognizing who has predisposed it: Gucci. He is the puppeteer who moves the threads of our thoughts and pushes us to discuss, to be indignant, to argue for nothing.
With a little practice it will become easier to identify in our life the terrifying repercussions of the attempts at manipulation perpetuated against our thoughts. In relationships, as in the example of the woman who justifies the beating and even goes so far as to doubt her pain when the partner apologizes. At work, when our superior uses his authority to lower our self-esteem. In advertising, when the useless is polished until it seems irresistible.
Understanding the communication mechanisms underlying the world frees you from evil.
This text has been rewritten based on the reflection of Alessandro Baccaglini (LINK).