Transcription
focus, authority, tribe, and emotion. If I can hack your focus, social media. If I can make you think that someone's an authority figure, they have more views, they have more subscribers. If I can hack your feeling of tribe, or I can get you to view norms as completely different because you're in a new tribe, us versus them mentality. And the emotional part, I'm sure you've scrolled through social media before, like you see four or five posts that are just engineered to piss you off.
>> Oh, yeah. And then every once in a while you'll see one of those like videos where we're like, "Oh, we had this baby eagle land on our our front porch [laughter] and it shows the eagle and then it shows him bottle feeding it and then it shows him a little bigger and he's grown up and he's friends with him now and like you get this little emotional kick and immediately when you scroll after one of those you'll see an ad."
>> No.
>> Yeah.
>> Why?
There's a hypnosis phrase for this and in hypnosis they call this fractionation. If I can get your emotion to go up and then back down again, every time I take you back up just a little bit, just a tiny bit above water, the next time I pull you down, you'll go deeper. So like in hypnosis, I might put you under hypnosis and then just wake you up from the neck up or maybe have you open your eyes just a little bit. So I'll pull you out of trance a little bit and then send you back down. Same effect happens with social media.