Samuel Alito - A Case Study How Neoconservatives Frame Their World View (Lakoff)


Knightrider's picture
jen's picture
Submitted by jen on January 22, 2006 - 6:01pm.

saw your post, tuned in to catch - that was the last question... Well, hopefully it will rebroadcast.


Once in a while you get shown the light, In the strangest of places if you look at it right. - Hunter/Garcia


earlybird's picture
Submitted by earlybird on January 22, 2006 - 6:50pm.

re-posted it to get it back on front page then saw you had done the same so I will delete my re-post of your post - thanks for the great catch

Posted by earlybird on January 22, 2006 - 5:41pm.

Knight's post and link to C-span George LAkoff address 1/12/2006 to the Commonwealth Club San Francisco .....it is all you may ever need to understand the two political cultures in U.S. brilliant

http://securingamerica.com/ccn/node/3940

http://c-span.org/watch/cspan2_wm.asp?Cat=TV&Code=CS2

FACT : Dobson has such huge response from public he has his own zip code

George Lakoff explains the conservative moral order of the universe - and -  the progressive moral order of the universe

of course there is one missing element and that is : have you ever perhaps in your family or in your world experience had to deal with the intolerance of someone who IS RIGHT ABOUT EVERYTHING AND KNOWS FOR CERTAIN THAT THEY SHOULD HAVE EVERYTHING AND CONTROL EVERYTHING  ... that is the first problem ...I don't know about you but the only thing life has taught me about that is .....you must stand toe to toe and not back down or they will take everything and they will control everything... after that you have to have G. Lakoff's understanding or you  may feel can't be bothered with them just get the heck out of the way..... yes I think Lakoff has found my spiritual nerve :-)


Knightrider's picture
Submitted by Knightrider on January 22, 2006 - 6:58pm.

It's similar to his NCCM presentation in LR.  I'm continually revising this post, as I recall and clarify his more important points during the presentation 

"Debate, Dialogue, Discussion, Disagreement - that's not wrong -that's not unpatriotic, that's one of the highest forms of patriotism and love of country, and we need to say it!" - Gen. Wesley Clark (US Ret.)


earlybird's picture
Submitted by earlybird on January 22, 2006 - 7:45pm.

 

 

there is are these stubborn threshold problems.... wrapping themselves in religion they commit every/any kind of crime to make money  really they worship at the altar of money just don't want caught doing it - so they are posers and pretenders and this kind of selfish fixity ( is that a word :-) always seems to lead to lethal actions somewhere ... well this is in the crosshairs now ... and then those who wrap in religion when really their religion is I'M Right You're Wrong  a bunch of posers out there so still have to have strategy to deal/cope... have to have offensive to their political and financial crimes


jen's picture
Submitted by jen on January 22, 2006 - 7:45pm.

Thank you for setting this up! Look forward to your updates! Will check c-span to see if it will be rebroadcast.


Once in a while you get shown the light, In the strangest of places if you look at it right. - Hunter/Garcia


Knightrider's picture
Submitted by Knightrider on January 22, 2006 - 9:17pm.


earlybird's picture
Submitted by earlybird on January 22, 2006 - 11:39pm.

Lakoff:  at Commonwealth speech his weakest point was in Q & A his answer to the Alito question : to anybody reading this who has not seen the video it was not on the political strategy about Alito...... but it confirmed my impression of Lakoff I had of him a few years ago ... in terms of politics he is behind the curve he is not a debater on his feet... but you can't match him in analysis ....sure and true... his strongest point ... the audience actually gasped and applauded at the strength of his persuasive point..... fact US has highest infant mortality of any industrialized modern nation and it is the conservative who kill babies (  attack baby killers pro-choice ) because the conservatives and only the conservatives/neocons oppose prenatal care for mothers... infant care... health care child care food programs for children all other countries make sure mothers and children have wellness and support programs.... the conservatives really are baby killers.... and he also gave a fact I had never heard that every year 25,000 women are pregnant as a result of rape and forced to carry and deliver because there are no abortion services availabe to them - no after rape care - no modern early intervention therapies to deal with rape .... this is who we are as a country because of fundamentalists conservatives no other civilized country denies care to preganant women as U.S. does. The way he presented it made the audience gasp.


earlybird's picture
Submitted by earlybird on January 23, 2006 - 5:07am.

Hey Knight the most important info to me in this lecture was the world views strict father - nurturing parent .... needed a good clarity... I think he did us all a great service to finally put that all in focus.... I have heard Dem politicans work a message that says something to the effect 'not passing on the huge out of control national debt to our children and grandchildren is a moral issue' ... people are listening to Lakoff and learning.  I use to listen quite a bit to the radio re-broadcsts of speakers to the Commonwealth Club... so I actually feel indirectly like part of the audience that attends these great lectures.... I thought they were learning from him took away useful information ... Commonwealth Club is a great progressive political institution in CA.


Knightrider's picture
Submitted by Knightrider on January 23, 2006 - 2:36pm.

 essentially, a real political battle between the American people for democracy vs the huge ultra-conservative corporations for absolute power and greed.

-------------------------------------------------------------------------- 


Submitted by ms in la on January 23, 2006 - 2:44pm.

It ties in to the conversation we've been having over at Msbehavin's blog -- they are starting to tout themselves as "The Party of Ideas"--

It's really a weak argument because their ideas are generally based on a lack of experiential knowledge (evidenced by Iraq and everything else)  These "ideas" as we know have emanated from these Think Tanks which are all funded by huge corporate and Foundation interests (had a blog entry on this but got busy so it's still in the Notepad file!)

So while they run on their IDEAS created by Corporate Think Tanks-- we can run on People-- real people with ideas borne of experience in real living!  People who've actually fought in wars, who have lost health insurance, who have had their jobs outsourced, who've watched their kid's education levels slip....and so on.  I want them to run into the ground on the idea platform. 

The ideologues have shown us their success ratio.  Dismal.

Time to Think out of the Tank.

Knightrider's picture
Submitted by Knightrider on January 23, 2006 - 3:04pm.

yes, ms,..

This "Party of Ideas" concept -- is the hallmark of their overall strategy to promote incompetence by recusing themselves towards solutions. Dems seek solutions, but ultra rightwingers pursue ideas, which offer no real substance., In fact, they've abandoned that responsibility, which is why they've failed ro provide immediate relief to our citizens after Katrina,..failed to best safeguard our troops with effective armor,  failed to provided health care needs of our elderly.


Submitted by ms in la on January 23, 2006 - 3:07pm.

and add anything further you have on this there as well!

Knightrider's picture
Submitted by Knightrider on January 23, 2006 - 12:00pm.

I bullited and re-edited his principle talking points.  I agree, ironically, Lackoff's speech doesn't translate well on print, in a literal sense. But it's clear he's quite perceptive about the framing by these (neo)conservatives.


earlybird's picture
Submitted by earlybird on January 23, 2006 - 7:47am.

Ellen Hi wanted to finish a thought if you have interest about NLP - I have found NLP does not cliff note, summarize, flashcard or in any way become simple to describe... it is like using an English to Chinese dictionary of ideograms... then trying to write sentences with ideograms knowing a string of words.. it doesn't work. NLP is an ICONIC language it  is a language designed to speak to the unconscious mind... it has a  special syntax for the unconscious mind adapted for use with conscious language; part of learning NLP is learning about how the mind/brain processes language recognition; memory storage and retrieval;  how language is stored into and then retrieved from the unconscious mind  - it is sometimes called command control communications ; the mind processes language in images so NLP addresses the right brain process and the left brain process of storing and recalling; the command = commanding the unconscious mind to RECALL specfic memories.. works as good as a library index system it is so accurate and the control = unconscious conversion of your decision processes and behavior in a stealth -unconscious way to convert/ subvert your normal behavior and decisions to work in the interest of the neuro linguistic PROGRAMMER  ... NLP trainers use a term 'anchoring' to talk about going from process to behavior.... anchoring  is similar to imprinting a 'post hypnotic suggestion' ..... through repetition the reflex process conditions the unconscious mind ( this is called re-framing ) these new set ups in the unconscious mind are designed to  be activated at a later time with a NLP 'trigger'; it is called subconscious conversion - so that you unconsciously work against your  own interests but  in the interest of the NLP programmers and think it was all your idea ( does this sound familar to you) ... it is very effective.  That is a little tiny bit of overview... the former word search engine at the DNC 1999 -2000 was a great resource for Bush NLP all his speeches from apx 1994 to 2000 were indexed by single words...so it is very clear that Rove and others involved in his Texas governor's campaign were well versed in NLP scripting.. his campaign speeches are good tutorials of NLP unconscious conditioning P.S. it is a pain in the ass to learn :-) sorry can't make it a summary


Submitted by Ellen on January 23, 2006 - 2:58pm.

while I have not thought about this thoroughly, It resembles stuff Dr. Lakoff mentioned, how our brains are permenently formed/affected/influenced.

So I'm afraid, considering all of this 'permanency.'  Have you ever heard/studied General Clark's speeches/use of language relative to this?

earlybird's picture
Submitted by earlybird on January 23, 2006 - 5:51pm.

being afraid is ok..... the alternatives are denial or being paralyzed by fear ...you have to experience powerful hard to handle fear feelings and measure your strength against them  .. the advise that I give  myself is don't get stuck in fear/don't be there/ too long...fear is unpleasant but you can get through it.

way back a few comments ago :-) I stated that NLP can be positive and that the DNC and Dems know NLP and use it in positive ways... that John Kerry is quite good at it as are others.... but the real core of the match up DEM to GOP is good conduct vs. bad conduct  the GOP do criminal things to win at any cost.... for the Dems it is like fighting with one hand tied behind their backs & then the corrupt media malignes (sp?) the Dem message so they have their jobs cut out for them... politicans must have great language skills they have to cultivate every facet of cognitive science & psychology & effective language methods to make their case .... Lakoff is in the field of cognitive science ... I am going to oversimplify what I heard him say on Cspan2 broadcast of Commonwealth speech 1/12/2006... paraphrase  ..'have to identity a problem before you can solve it... so must know your own frames and the other guys frames.. there is no universal common sense that is a quote .... you have to understand who you are dealing with and Lakoff is excellent  a must know in basic political training; he said since the grassroots are leaders  they have to know enough to succeed ... I am repeating my comment from a few days past... all miltary leaders and officials have sophisticated communication skills it is part of their leadship training Gen. Clark has superior communication skills ... he also has great emotional intelligence as well as being an incredibly smart man  ... in my humble opinion he is the 'real deal '....as Senator Biden might say :-) he would be a great president we all believe that at  CCN .... it's a big nation they have to get to know him .....


jen's picture
Submitted by jen on January 23, 2006 - 6:32pm.

your comments throughout the different blogs and really appreciate your knowledge about NLP. Thank you for taking the time to explain in short paragraphs such a complex study. I really appreciate it!

I had a friend where I lived in CA who's husband was one of the frontrunners of the NLP program. He traveled all over the world teaching seminars. Another friend who was a computer programmer wrote many programs for him.

There was a strange story about another of the founders (an ex-partner of my friend's husband) who sort of went over to the dark side using NLP and many in the area were turned away from it because of that. I never delved into it to understand how it worked but your little "lessons" here have explained a lot! Makes me wish I had spent more time learning about it and paying attention to what they were doing!


Once in a while you get shown the light, In the strangest of places if you look at it right. - Hunter/Garcia


jen's picture
Submitted by jen on January 23, 2006 - 6:32pm.


Once in a while you get shown the light, In the strangest of places if you look at it right. - Hunter/Garcia


earlybird's picture
Submitted by earlybird on January 23, 2006 - 6:55pm.

she suggests call GOP Senators ask them to vote no Alito & call Dem Senators and ask them to filibuster..........

Hi Jen

I am glad Ellen asked about it appreciate the chance to describe what I learned - it is difficult ( but possible) to learn NLP but essential to understand how GOP uses it to our detriment...

Who was the frontrunner? io what time frame did he travel the WORLD?...
do you know what kind of programs computer guy was writing.... for whom anything at all about that?

who is the ex-partner ... what constituted the dark side... whom did he associate with when he went dark ... GOP uses NLP to create fear/anxiety/helplessness/transferance to authority by fear... this is dark side.... and if you want to see NLP big time...watch and analyze nearly every commercial on television /some on radio... I noticed the NLP driven
commericals after I learned the methods... brother that is powerful stuff.. gets right past our collective radar because it is amusing... entertaining and ONLY 30 seconds out of our lives..television is a passive medium we absorb those messages  directly into our unconsious minds & subconscious minds..... commericials repeated and repeated and repeated the perfect venue for NLP


jen's picture
Submitted by jen on January 23, 2006 - 7:31pm.

Santa Cruz in the '70's. The guy who developed NLP and was the one who caused many to turn away from it is Richard Bandler. He was accused of murdering his girlfriend and although was eventually aquitted, many thought he was guilty. Santa Cruz was a pretty small town in those days so everyone kind of knew what everyone else was doing in that small town sort of way.

My friend who went on teaching seminars and traveling around the world is Robert Dilts, and he stayed partners with John Grinder who originally worked with Bandler at UCSC. They separated from having anything to do with Bandler and wouldn't even really talk about him. I haven't lived there in a few years, but as far as I know Robert is still doing it. You can prolly google NLP and his name.

My friend who wrote programs was writing video/online "games" for teaching children - that's as much as I know about that.

Here's a website of someone who tells what he remembers of the history of NLP that I think is pretty good:

http://www2.hawaii.edu/~lady/archive/history.html

The "strange" things Bandler was into was never "officially" reported but was the small town gossip that was everywhere at the time. (Mind control, black magic, etc.) It WAS well known he was a long-haired, hippie sort who lived in the mountains, had a lot of guns and used cocaine - which wasn't all that uncommon in Santa Cruz in the '70's.


Once in a while you get shown the light, In the strangest of places if you look at it right. - Hunter/Garcia


earlybird's picture
Submitted by earlybird on January 24, 2006 - 6:55am.

You may have read my comment to Knight I babied my Machintosh which I loved for years and years but when it bite the dust finally in 2002 so did my files for NLP.... I'll get around to it again when the time is right the time is not now though - it is No Alito Filibuster Alito week

I do think I can round up my neuro marketing files... you all might be interested in that ...

I might also want to contact your friend at www.nlpu.com  at some point I'll look over his site... NO ALITO  - FILIBUSTER ALITO

Thanks again during the 70's I was on the east coast working and stuff... wasn't knowing much of anything :-) that I know now... I always say about myself I always thought I was reasonably well informed and knew something about our culture but it wasn't until I signed up for the internet for the first time I learned I was very mis-edumacated...... :-)

 

 


jen's picture
Submitted by jen on January 23, 2006 - 7:44pm.

in Santa Cruz and he's definitely still into it big time!

http://www.nlpu.com/

Really really great guy.


Once in a while you get shown the light, In the strangest of places if you look at it right. - Hunter/Garcia


earlybird's picture
Submitted by earlybird on January 25, 2006 - 5:36am.

I first started researching and discovered NLP..... during the campaign in 1999 when finally the press could no longer ignore the story that Bush had a history of cocaine use...and in anticipation of the press finally getting the cajhones to ask him about it... they/BushCo scheduled their first press conference at the Potempkin village called the Crawford Texas ranch ... Bush was in short sleeve shirt and jeans cowboy boots clothes props facing the cameras.. I was watching this --it was before it was scrubbed from media (though it was shown in several spots maybe as a shortened news cycle part of one day )   a press person asked him about the rumors of drug use... he said something that was spin prepared statement obviously rehearsed to appear with a casual and forthright  demeanor auh shucks authentic reformed bad boy.. then a question about drug arrest was put to him ....he looked at the journalist and Bush said " exact quote ' my dog adores me my cat ignores me'  this is not a joke.   1) I understood that Crawford ranch was a movie set and I knew it was going to be a spin city deal but I didn't expect him to show his real self so clearly by simply dropping all pretense of public discourse by candidates campaigning for high office by blowing off the journalist with that weird statement.  2) I researched under google term...' famous quotes'.. then 'joke quotes'.. I found it under joke quotes... anonymous no credit who said it before.. but I was left with the twist - the feeling - that words were a game to Bush and he was playing a game but he wanted those words to be heard.... so I searched under 'word games' and 'word strategies' and that is how I first found out about NLP ... the rest is research time and practice ... I haven't taken any paid NLP training sessions... you can learn NLP online but you have to be willing to do a bunch of site checking and reading then practicing - you can't find more of a  life-library of NLP use than Bush speeches


Knightrider's picture
Submitted by Knightrider on January 23, 2006 - 7:29pm.

 I've been practicing my "framing" strategies;

The subject titles has undergone several incarnations from ;) 

1. George Lakoff - "Don't think of an Elephant" on C-Span2

2. Lakoff - Framing American Democracy & Values Agaisnt Neoconservatism"

3. Samuel Alito - A Case Study How Neoconservatives Frame Their World View (Lakoff)

--------------------------------------------------------------- 

It's important, afterall to frame our titles to be more accurate and impactful for our blogs and letters,... eh, ...and for google searches by NSA.


Submitted by msbehavinforclark on January 23, 2006 - 7:34pm.

I will study it.  (don't test me,,,, shhhh,,, and don't tell Barry,,, he will test me. ==:O)

Knightrider's picture
Submitted by Knightrider on January 23, 2006 - 8:01pm.

when barry gives ya the test, ...let me know if you need any help.

------------------------------------------------------------ 

--> barry        msbe --> "..framing, lakoff, neocons, alito, rove, traitor,.strategery, ..."

------------------------------------------------------------


earlybird's picture
Submitted by earlybird on January 24, 2006 - 8:42am.

Rachael just got the 'crazy frame' GOP perfectly #65479Posted by earlybird on January 24, 2006 - 8:38am.

Rachael Maddow AAR I am listening live as I blog... she got the

'crazy frame'  base of GOP and that is

1) if you are good you don't need civil liberties - 2) if you are bad you don't deserve civil liberties....

see how that is a mind lock...mind controlled - mind nullified frame

it works on several levels -

here is short partial  bulletin as I see it

at the instinct level - conditioned GOP frame goes to the

good - bad axis  

all religious people love this conditioning ( either you are good because you are one of us  - or you are bad different from us )

 

good - bad  = us v them

this works on people who practice the religion I'm Right- You are Wrong

these folks leave alone they are incorrigible (sp?) the ones Lakoff said can't be dealt with....

 

but Racheal got the frame exactly right

1) if you are good - you don't need civil liberties

2) if you are bad - you don't deserve civil liberties 

I don't say and Lakoff doesn't say frames makes sense ... the one quote I took away from his 1/12/2006 lecture was 'there is no universal common sense'.. therefore he went on to say you have to know your frames and the other guy's frames = world view

a few minutes later a P.S. :-) well it sounds idiotic doesn't it so obvious what's the big deal... well the big deal is NLP spends most of its time training it practioners to learn to design NLP scripts using language that seems so neutral and harmless that it gets past your conscious radar system ... so you can't possible notice that it is a conditioning nlp syntax for consumpition by the unconsious mind.... so don't scoff at this idiotic sounding stuff - it is powerful.. until you look back and appreciate how completely idiotically people accept the thief in chief idiot and all his lies....until you observe this psychologically designed language designed for subconscious conversion carefully you will scoff at it... in that way it is similar to one of the first principles of mass advertising... the logo imprinting the effect of advertising it meant to change your behavior so you buy their 'brand' you know it works.... ask yourself why in times when you aren't focused you find yourself humming a the songs or lyrics or repeating the wording in TV media advertisements.. they are entertaining so you don't realize their powerful impact... NLP is several steps up from advertising techniques... knowing how you mind works they know how your mind works... we have a local car dealership who has a advertising slogan and it is ' we know what drives you'... ( they know what instincts drive you alright and they work them baby!)


Knightrider's picture
Submitted by Knightrider on January 24, 2006 - 11:50am.

The biological and physiological construct of our "frame" of mind is analogous to how computers operate using 2 different operating systems.   Our brain is configured to accept various operatings systems; for example, MacOS vs Windows95/XP.  Both systems perform almost the exact functions, but how it processes it is framed to the OS.
In this analogy, MACs are progressives and therefore more resilient, while PC's operate like neocons and easily infected with viruses (from think-tank hackers). 

So, both systems now operate under these frames, but it's the combination of hardware and software that frame (processes) Macs with more open ideas and frame Neocons with their corrupted views. 

[Note: I use Windows , and use progressive anti-neocon/antiviral software and patches , so there is hope to restore the proper frames to PCs]


Submitted by Sybil Liberty on January 24, 2006 - 1:19pm.

"There you go again..." (shaking head>sardonic smile emanating sadness>slight shuffling of papers)

we need a quick fix until we are master framers, until we get it down pat take a page from their book - afterall, they steal whatever they want 

 What would you do for a Klondike Bar? 

mad4clark's picture
Submitted by mad4clark on January 24, 2006 - 1:24pm.

George Bush has had his day and he's bollixed it up.


Submitted by Sybil Liberty on January 24, 2006 - 1:40pm.

...too many fat ronnie fingers in my pies for too many years...now Ron is buried in my state and I'm convinced there is a bell in that coffin.

[minutiae....furthermore we were both born in IL, he and my husband lived in the same town in IL, my MiL actually voted for him for prez based on that alone, she and pardner didn't speak for a month (Carl Sandburg lived there too, whew)...it's just uncanny...I sense that Ron is ringing that coffin bell.

BTW last night I underwent an exorcism...appears I need another today. I'm plagued it seems...]

...raising Ron?

 What would you do for a Klondike Bar? 

mad4clark's picture
Submitted by mad4clark on January 24, 2006 - 1:54pm.

How's that?

=8o

George Bush has had his day and he's bollixed it up.


Submitted by Sybil Liberty on January 24, 2006 - 2:54pm.

 What would you do for a Klondike Bar? 

earlybird's picture
Submitted by earlybird on January 25, 2006 - 6:47am.

Rachael just got the 'crazy frame' GOP perfectly #65479Posted by earlybird on January 24, 2006 - 8:38am.

Rachael Maddow AAR I am listening live as I blog... she got the

'crazy frame'  base of GOP and that is

1) if you are good you don't need civil liberties - 2) if you are bad you don't deserve civil liberties....

see how that is a mind lock...mind controlled - mind nullified frame

it works on several levels -

here is short partial  bulletin as I see it

at the instinct level - conditioned GOP frame goes to the

good - bad axis  

all religious people love this conditioning ( either you are good because you are one of us  - or you are bad different from us )

 

good - bad  = us v them

this works on people who practice the religion I'm Right- You are Wrong

these folks leave alone they are incorrigible (sp?) the ones Lakoff said can't be dealt with....

 

but Racheal got the frame exactly right

1) if you are good - you don't need civil liberties

2) if you are bad - you don't deserve civil liberties 

I don't say and Lakoff doesn't say frames makes sense ... the one quote I took away from his 1/12/2006 lecture was 'there is no universal common sense'.. therefore he went on to say you have to know your frames and the other guy's frames = world view


Knightrider's picture
Submitted by Knightrider on January 25, 2006 - 1:33pm.

So essentially, the neocon (GOP) mind frame is scripted like the following:

------------------------------------------------------------- 

0001100101010010101.... 

1) if you are good - you don't need civil liberties +

2) if you are bad - you don't deserve civil liberties  =

3) then as an American  - you don't need civil liberties

                        .......0010110101011010010101.

-------------------------------------------------------------

This is very fascinating stuff, earlybird.


earlybird's picture
Submitted by earlybird on January 25, 2006 - 5:17pm.

I think it is possibly 1101001010100101101010  in any case .do you know how to use the buddy feature I can't make my stubborn account list buddies... and of course I am computer illiterate :-)


earlybird's picture
Submitted by earlybird on January 26, 2006 - 12:04am.

answer my question about  how to make the computer make a buddy list so I ain't telling you why there is no third part to the gop crazy mind frame.... nah nah nah nah .... so you don't get to hear about mirror neurons.... keep on  guessing... Quid pro quo knight QPQ


earlybird's picture
Submitted by earlybird on January 26, 2006 - 12:01am.

neither can I get the computer to let me make a buddy list ... I hate computers sometimes... anyway ... I certainly accept the Peter Premise ( certainly not his uniquely ) that the ME-DE-HA media is the #1 problem...

hope this message gets to you ( note in a bottle ) probably should post it over at Knight's place outta context there but at least know you might find it.... I'll do that  - as'  Out of Context Theater ' message related to th 'out of body experience ' message ... virtually


earlybird's picture
Submitted by earlybird on January 27, 2006 - 7:31am.

Last Updated: Wednesday, 29 October, 2003, 14:50 GMT E-mail this to a friend Printable version http://news.bbc.co.uk/2/hi/science/nature/3221499.stm'Brain itch' keeps songs in the head
<!-- S BO --><!-- S IIMA -->Kylie Minogue, singer of I Just Can't You Out Of My Head I just can't get that song out of my head...<!-- E IIMA -->Research in the US has found that songs get stuck in our heads because they create a "brain itch" that can only be scratched by repeating the tune over and over.

In Germany, this type of song is known as an "ohrwurm" - an earworm - and typically has a high, upbeat melody and repetitive lyrics that verge between catchy and annoying.

Songs such as the Village People's YMCA, Los Del Rio's Macarena, and the Baha Men's Who Let The Dogs Out owe their success to their ability to create a "cognitive itch," according to Professor James Kellaris, of the University of Cincinnati College of Business Administration.

"A cognitive itch is a kind of metaphor that explains how these songs get stuck in our head," Professor Kellaris told BBC World Service's Outlook programme.

"Certain songs have properties that are analogous to histamines that make our brain itch.

"The only way to scratch a cognitive itch is to repeat the offending melody in our minds."

'Insidious and blatant'

Professor Kellaris has presented the early results of his earworm research at a conference on Consumer Psychology.

He said that virtually everyone suffered from a cognitive itch at one time or another.

<!-- S IIMA -->Village People The Village People owed much success to earworms<!-- E IIMA -->"Across surveys I found that from 97% to 99% of the population is susceptible to earworms at some time," he stated.

"But certainly some people are more susceptible than others. Women tend to be more susceptible than men, and musicians are more susceptible to them than non-musicians."

The research is of particular interest to both the pop industry - looking to boost sales - and to advertisers, who often use jingles to get their brand name stuck in the head of listeners.

"For both advertising purposes and pop music purposes, you want something that once heard is not forgotten quickly or easily," explained jingle writer Chris Smith, adding that a good earworm was "Insidious - and often quite blatant".

"One of the key elements of an earworm is repetition," he said.

"If you have something with a lot of varied content, it's not so easily assimilated.

"So really, I would have thought that for practical purposes an earworm is really something that people can take on very quickly and then reproduce while walking down the street, much to everybody else's annoyance."

Clearing the mind

Even the greatest musicians had suffered with earworms, Mr Smith said.

Mozart's children would "infuriate" him by playing melody and scales on the piano below his room - but stopping before completing the tune.

"He would have to rush down and complete the scale because he couldn't bear to listen to an unresolved scale," Mr Smith related.

<!-- S IIMA -->Mozart Even Mozart suffered with cognitive itches<!-- E IIMA -->Professor Kellaris said that his research had shown that there was, however, no standard for creating an earworm - people could react differently to different tunes.

"I compiled a top 10 list of earworms in the US, but the number one item is simply the category 'other' - which means that any tune is prone to become an earworm," he said. "It's highly idiosyncratic."

And he added that there was also no guaranteed way of ever getting the song off the brain.

"Replacement strategies rarely work, because as we search our memories for a replacement tune, we're likely to come up with another earworm," he admitted.

"Some people swear by completion strategies - if you listen through a piece in its entirety, some times that will make it go away."


Comment viewing options

Select your preferred way to display the comments and click "Save settings" to activate your changes.