58August 2022 www.bahrainthismonth.com opinion INFLUENCE -The Power of Persuasion Influence is defined as “a force one person (the agent) exerts on someone else (the target) to induce a change in the target, including changes in behaviour, opinions, attitudes, goals, needs and values” and “the ability to affect the behaviour of others in a particular direction.” Influence is the capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself and generally defined as: - To have an effect on the way that someone behaves or thinks, especially by giving them an example to follow influence somebody/ something – “His writings have influenced the lives of millions”; “To be strongly influenced by something”; “Don’t let me influence you either way” (English Oxford Dictionary). “The power or capacity of causing an effect in indirect or intangible ways: sway. 2a: the act or power of producing an effect without apparent exertion of force or direct exercise of command. b: corrupt interference with authority for personal gain. 3: one that exerts influence” (The Merriam-Webster English Dictionary). Types of influence often applied by media directly sway or influence the attitude of individuals and socio-economic groups and demographics in: - • Buying • Spending • Investing • Giving/donating • Attending • Participating • Supporting • Ostracising/exclusion • Political decisions Beware the negative destructive influence and autonomous application of “wasta” which can have serious consequences… In the European context Wasta is called a “Patron – Client” relationship often contractual, in which a powerful or influential person provides rewards and services to humbler and weaker persons in return for loyalty and support. Such relationships are found in simple or traditional societies especially between peasants and landlords or politicians and may involve both coercion and consent. Influence is the foundation of all media advertising and marketing. As a dynamic force, influence can be productive or destructive. Positive influence can be productive or developmental and negative influence can be counterproductive and even destructive. BTM’s Bill Grieve looks at what influence is, how it can be applied, wielded, and used apart from the positive and destructive yields that come from it. By Bill Grieve
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