Communication and types of relationships
SIn every communication process, one should be fully aware of what game is going on and at what level. You have to ask yourself in which spirit are you communicating- the zero sum or the positive sum game. So in this way, the communicator will know if he has to seduce, educate, cheat, etc. or a mix of all. You must know on whose behalf you are communicating and for whose sake, who is the target and what you mean. The more this is clear, the more effective is the communication. So we go back to our, ever present, initial choice: do we want to educate the others to be free or to obey. Teaching to freedom is a positive game while teaching to obey is a zero game. There’s confusion when the communicator is unaware if there’s some of one and some of the other. The communication will become confused and ambiguous.
Advertisement in the first instance is a zero sum game because you advertise so that people buy certain things and you earn out of it. It is often mis-education. Education is always a positive sum game, because you do it to increase the awareness and capital of the social set-up. Among all the positive sum games, it is education that is the most positive. When advertisement becomes giving information that permits people to choose, it becomes a positive sum game. As much as we’re in the education sector, we must try to refuse to do something that is purely advertising. Since this is a niche that has been neglected, it can be a powerful one for getting project/programme purpose. So we should try and become exclusively oriented to this niche.