Experts or Exploits?

        Of all the principles of persuasion advocated in Chapter 2 of Harvard Business Review's 10 Must Reads on Communication, the principle of authority is the most fascinating to me. The fact that we so often defer opinions to those in authority makes a lot of sense in our complex, information-saturated, and highly connected world, but it is prone to be riddled with problems. 

        The first is that persuasion by authority is likely to be exploited where power and authority are closely intertwined. In our media world, those in government and wealth reward messages that support their vision of the world and allow them to flourish. Because of this, heavy funding will go into expert projects that will communicate a message that will ensure their power and influence for a longer time.

        Bearing this in mind, we would do best to be cautious when we see expert opinions being broadcast on media and ask ourselves some critical questions; Who is paying for them to be there? Whose interests does this communication serve? Are there alternative expert opinions?