A series of events at participation of leading political consultants of Brazil and Mexico – a round-table discussion:
In August 2015, RASO Committee on Political Technologies at support of World Politics Department of Moscow State University and Social Sciences Department of the Russian Academy of Sciences organized a public lecture on the topic of: ‘Future of Political Technologies: how latest scientific and technical achievements change behavior of voters’. The lecture speakers were:
Except for such simple things as new software, new programme software for work of propagandists – data base to aim definite groups or even to create messages individually for a certain person, and latest achievements of the Internet technologies allowing us targeting advertising pointwise – at a definite figure, for a definite person. At the same time, neuromarketing exists and is heady developed allowing us not only deliver the signal, but to understand what happens in a head of a person. Paolo Mauro is one of the leading specialist in the world in this area’, Yevgeny Minchenko (MINCHENKO-Consulting), a moderator of the lecture, concluded his colleagues speech.
Paolo Mauro analyzed in his lecture not only theoretical basis of neuromarketing but named a number of practical examples how his tools can be practically applied. ‘Traditional methods such as focus-groups, are characterized by a significant error and prejudice. Imagine people that work in communication area and that frame strategies for this product: if they form thereof on the basis of wrong information, then the message you finally get will also be wrong, and, as a result, those messages will be not the ones you are expecting. Do you know there is a difference between engagement and attention from the point of view of psychological state of a person? It is a very common mistake when people talk about advertizing and communication as there are very many advertising agencies that successfully attract attention of a person but they fail to engage them in what is going on. On top of that, many people think that decision making is a rational process based on a rational thinking. But what we understand as soon as we start studying and analyzing this aspect it that decision making is not only based on rational thinking, this process is emotional to a great extend’, the expert says. Speaking on what s able to insure a candidate or a party victory, the political strategist stated that, ‘Formula is this: right information plus proper and trusted strategy equals victory at elections and a possibility to sell some result or solution, and, correspondingly, get maximum votes’.
Speaking on the newest communication systems and information spreading, in particular, in the Internet, his colleague form Mexico Gisele Perezblaz says, ‘every information product in its embodiment must have different forms of communication and realization. I would like to specially point out the following: key moment for a successful management within a campaign holding is an on-line cooperation.
Since one can get a million smilies, but without a constant on-line interaction with another person all this will be in vain’. Pointing out importance to introduce modern system of information processing, the expert also stated that ‘if you are a worthy candidate, then, via the Internet, you are able to defeat you rivals applying traditional means of communication’.
Also, colleagues from Latin America participated in a common round-table discussion of the Committee and ISEPR Fund dedicated to the topic: ‘Art of Election Campaigns in Latin America’ and discussions with the Committee members (topic ‘Elections in Latin America on Hamburg Account: Electorate Communication Models, Customer Interaction, Financial Issues of Elections, New and Old Technologies’.
There was also held a meeting of G. Perezblaz and P. Moura with officers of Eurasian Commission where they discussed an experience of economic integration and communication problems following thereof.
