The principles of mass influence. How to manage public opinion and behavior. CHENTOLA D.

make a fashionable conscious consumption. To accustom the country to drink coffee instead of tea. Make young people be interested in politics... Damon Chentola, the sociologist and professor of the Annenberg Communications School, explains how to influence the behavior of large groups of people.

Based on a large -scale study of such movements as #Metoo and #black Lives Matter, as well as Google, he revealed 7 strategies for creating global changes in society. In his book, Chentol debunks myths that interfere with the introduction of a particular image of the action and offers a plan that can cause a chain reaction of the transformation of the life of various human communities.