Internet invades, pervades and dominates the people’s
everyday lives. As the society today face the midst of
the Great Revolution prophesied in the third wave phenomenon
of Alvin Toffler, humanity has learned to cope with such
technological changes, adapting to the many ways of thinking,
believing, and behaving. But then again, the people nowadays
are only seeing just a few of the dimensions of change
facing them. With so many messages aimed at persuading
people, they need to learn to be critical and responsible
receivers of persuasion.
This is because of the fact that the internet today is
being used in order to persuade the people in the society
into believing into something such as an advocacy or a
campaign. It must be noted that before, the internet is
only being used to communicate with a person or a beloved
living in a far and distinct place. It can be seen that
the internet is just being used for personal communication
but today it is serving as a channel for persuasion.
It should be remembered that persuasion is the power of
winning. It takes hold the audience. This win-win approach
is anchored on the personal volition and voluntary submission
of the target audience to whatever messages created by
the persuader which can spell out the common ground for
understanding and acceptance. Hence, the treatise on persuasion
is hinged on the power of winning an audience. The internet
is now being used by many advertisers because it directly
knocks the consumer off balance at first, and then restores
that balance through the purchase of the advertised product.
In this regard, it can be seen that internet and marketing
as a form of persuasion go hand in hand in maximizing
all the potentialities and possibilities of online transactions.
Internet has surpassed its definition of being just a
networking of friends but rather took information into
a different level.
There could be more than one ways of influencing people
to change their attitudes and behavior via the internet.
Pressure, purchase, power and persuasion have taken its
place in the internet. The use of pressure in the internet
has an implication of threatening or arousing influence
which may not be lasting and may, in the long run be susceptible
to obstinacy on the part of the receivers of information.
On the other hand, the use of purchase is not a wise effort
to convince or influence the people, for without a bribe
there could be no favorable result. Even the use of power
has its shortfall, because an authoritative influence
may face some form of resistance on the part of the audience.
Persuasion, however, is the most favorable of all, because
this allows for a two-way approach in communication, leaving
the most important decision to the audience, whether or
not he or she gets persuaded. The internet of today with
all its program and application in relation to persuasion
can be defined and understood from a stimulus-response
perspective (Castells, 1996).
The early behaviorists’ approach led many to believe that
the role of mass media and the internet as hypodermic
needle or a magic bullet that can send stimulating messages
to an unresisting audience. This idea has been successfully
carried out in the launching of propaganda and in the
event of pacifying public panic which can sow terror and
fear. But the stimulus-response model proved to be a poor
indicator of human behavior, thereby led to a conclusion
that the effects of the internet are limited or non-existent.
There was an oversight on the true power of internet in
the cognitive persuasion as a simple stimulus-response
relationship; psychologists have theorized that how people
think helped to explain the phenomenon of persuasion using
the internet. Hence, it cannot be denied that the internet
is really a powerful tool in changing and affecting the
behaviors and the attitudes of all people.
A very apparent situation wherein the internet has influenced
a lot of people is the war that is going on between Afghanistan
and the United States of America. The internet has revealed
that there is no rule of law that is being observed. The
internet further explained that when the society will
compare the two nations, it is difficult to say that Afghanistan
could actually be more independent when it is being surrounded
with nations that are trying to destroy the blessings
of independence, democracy in its own sense and the freedom
of the Afghan people. As slowly as it can get, a nation
known as Afghanistan is now deteriorating due to the war
that is in existence against the United States of America
that is know to possess super power.
According to the internet, the world of Afghanistan now
is suffering. It is under the power of anarchy. The strongest
rules, the whims and the caprices of some elite people
and nations prevail over reason. As the old saying goes
that might makes right, the freedom of life, liberty or
property of any person is no longer sacred as it is once
before. Therefore, such rights can no longer be used and
are rather abused, taken away, or destroyed with merciless
impunity. No individual or human rights are recognized
in a territory ruled by force and terrorism. As power
comes from the barrel of the gun, no life, liberty or
property is secure and safe. It is but proper to say that
rights and freedom can only be enjoyed under the rule
of law and anarchy (Almond, 2005). The recognition of
rights and freedom is a function of law which is absent
in the system of Afghanistan as far as the number and
rate of morbidity compared to mortality is considered;
so does the delimitation of power, duties and responsibilities.
No society or community is possible without the rule of
law. In all the supremacy, absoluteness and incontrollable
power by which any independent state is governed, it is
the supreme political authority posting as the paramount
control of the constitution and the frame of government
and its administration that people survived not because
they have to but by the sole reason that they are entitled
to it (Santos, 2002).
The main point in the given situation is the fact that
the internet is filled with information pertaining to
different scenarios and events that are taking place in
the society. With a simple click in the internet link,
a person will already be taken into the world of information.
But then again, it has to be noted that there are some
careful thoughts and scrutiny that should be made as well
because not all information that can be found in the internet.
All the information is geared towards persuading people
into believing into something such as the aforementioned
information. But then again, it must be realized that
a factual information must be distinguished from the bunch
of information that are just made by most of the people
in the internet based in their own understanding and knowledge
without really looking deeper in to the situation. The
problem with the internet right now is the fact that it
is being accessed with millions of people in all parts
of the globe and that there are little ways being done
or conducted in order to ensure that the internet and
its contents are properly regulated (Rehmeyer, 2007).
The sad part, however, is that because of the many people
that are accessing the internet everyday, the regulation
is hard to be conducted. There are already many blog sites
that are being established by the users and some of them
contained information that are misleading and should not
be posted because of the bad content, but the government
or any non-governmental organizations are not able to
regulate them because of lack of security and a solid
system that could prevent and regulate the activities
of the users and the people that have everyday access
to the internet. Today, many organizations are still trying
to work things out in order to impose regulation in the
G. 2005 Comparative Politics Today: A World View. New
M. 1996. Rise of the Network System. Cambridge, MA: Blackwell
J. 2007. ‘Mapping a Medusa: The Internet Spreads Its Tentacles’,
Science News, no. 171, pp. 387-388.
E. 2002. The Constitution. New York: Free Press.
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