9:02The Overton windowThe Overton window is the range of subjects and arguments the mainstream accepts politically at a given time, and it can shift, shrink or expand.
9:32Fear appealFear appeals don’t change behaviour—they test whether the audience trusts the solution more than they fear the threat.
8:23Public relationsPublic relations doesn’t inform the public—it manages what the public is allowed to think about the people managing it.
12:16Two-step flow of communicationInfluence has never been direct—and pretending it is makes us worse at spotting who really shapes opinion.
10:21Marshall McLuhanHe didn’t predict the internet—he predicted how it would rewire attention, and he got the wiring right.