Общих социально-психологических исследований

Рекомендации, приведенные ниже, основаны на результатах исследований, не вошедших в эту книгу. Они получены из итогов социально-психологических работ, большинство из которых были разобраны в моей книге “Перерождение: что психология может рассказать нам о распространении социальных изменений” (Куни, 2011). Поэтому если вас заинтересуют детали данных исследований, читайте “Перерождение”. И хотя эта книга не посвящена непосредственно вегетарианцам, результаты исследований, приведенные в ней, очень полезны для вегетарианского просвещения.

• Пишите просветительские материалы для уровня шестиклассника. Это помогает людят проще понимать и запомиать информацию (“Читаемость веганской пропагандистской литературы”).
• Пользуйтесь историями о конкретных животных или людях. Такие истории западают в память и в сознание лучше, чем факты и цифры.
• Используйте посылы о “социальных нормах”. Рассказывайте о том, что миллионы американцев уже стали вегетарианцами и что американцы едят все меньше и меньше мяса год за годом. Упоминайте знаменитостей, которые стали вегетарианцами. Посылы о социальных нормах чрезвычайно эффективны для изменения поведения людей.
• Используйте общепризнанные привлекательными образы физически подтянутых и счастливых людей, которым очень хорошо от того, что они вегетарианцы. Результаты исследований показывают, что подобные образы делают посыл более вдохновляющим. Изображайте мужчин-вегетарианцев очень мужественными, чтобы разрушить стереотипы.
• Связывайте вегетарианство с универсальными ценностями, разделяемыми вашей аудиторией. Эти ценности могут включать патриотизм, свободу, религиозные воззрения, самосовершенствование и поиск счастья (Аллен, 2008; Таккер, 2008).
• Уточняйте, что отказ от мяса — это персональный выбор, который люди делают сами. Они охотнее меняются, когда подчеркивается их свобода выбора (“Одна [довольно простая] техника убеждения”).
• Используйте цитаты из работ врачей, ученых, ветеринаров, диетологических организаций, ведущих газет и журналов. Посыл представляется более убедительным, когда он исходит от людей, воспринимаемых, как вышестоящая инстанция.
• Поощряйте людей ставить конретную цель для перемен. Когда это возможно, помогайте им принимать решение того или иного рода. Эти две практики помогают людям добиваться цели и не останавливаться на достигнутом.
• Используйте довольно откровенные изображения страданий животных. Эти изображения не должны быть настолько откровенными, чтобы большинство людей отвернулись и упустили посыл о том, как они могут помочь остановить происходящее. Графические изображения в сопровождении посыла о том, как исправить ситуацию, помогают людям проще воспринимать информацию и меняться с большей охотой.
• Придерживайтесь принципа о том, что информация должна подаваться в сжатых формах и повторять главную мысль красной нитью. Не перегружайте людей фактами. Это поможет им проще впитывать ваш посыл.
• Отмечайте для людей тот факт, что отказ от мяса соответствует тому, кем эти люди уже являются и во что они уже верят. Доносите до них мысль о том, что эта перемена укладывается в их представления о том, кем они хотят стать. Люди более склонны к переменам, когда эти перемены совпадают с представлениями человека о себе и его планами на жизнь.
• Воздерживайтесь от обвинений. Посылы с укором вызывают у людей меньше желания меняться. Не будет проблемой, если они испытают чувство вины, узнав о том, какому обращению подвергаются животные на предприятиях, но не следует напрямую говорить им, что это их вина.
• Сообщайте людям о том, какое количество животных они спасут, отказавшись от мяса или даже сократив его потребление. Люди более склонны делать что-то, когда они знают, что это принесет конкретные результаты.
• Делайте привлекательные дизайны и шрифты для вегетарианских материалов, чтобы ваш посыл был более доходчивым. Используйте эмоциональные, а не философские аргументы. Философские аргументы оказываются куда менее убедительными для большинства людей.
• Фокусируйтесь на изменении поведения людей, а не просто их отношения к вопросу. Для многих существует огромная разница между мнением и поведением.
• Воздерживайтесь от повторения и распространения мифов о вегетарианстве. Многих людей они запутают, плюс они запомнят мифы, как правду.
• Не сообщайте людям заранее, к чему вы хотите их побудить. Сначала заинтересуйте их тем, что вы говорите. Люди, которые заранее знают, что вы пытаетесь их в чем-то убедить, немедленно начинают искать контраргументы.
• Вдохновляйте людей идти на перемены, которые важны, но которые они могут себе представить, как достижимые. Оперируйте подходами и посылами, которые призваны создавать наибольшие перемены и помочь наибольшему числу животных. Воздерживайтесь от примитивного следования подходам, которые наиболее просты для вас, или посылам, которые наилучшим образом выражают то, во что вы верите.

ЗАКЛЮЧЕНИЕ

Если вы дошли до этого места в книге, значит, вы, вероятнее всего, человек, для которого судьба животных действительно важна. Вы знаете о том, что их жизни полны страшных страданий. Вы хотите сделать все возможное, чтобы помочь покончить с этими страданиями.

Отказ от продуктов животного происхождеия — первый шаг, который делает большинство людей. Если вы уже пошли в данном направлении, это чудесно! Надеюсь, что, узнав немного о страданиях сельскохозяйственных животных, вы почувствовали вдохновение отказаться от продуктов животного происхождения (особенно от курятины, мяса выращенной на ферме рыбы и яиц). Если вы уже веган — поздравляю! Я также надеюсь, что результаты исследований, приведенные в этой книге, помогут вам оставаться веганом до конца вашей жизни.

Отказ от продуктов животного происхождения — это первый шаг в борьбе с жестокостью, но вовсе не обязательно последний. Вдохновляя других людей на переход к аналогичному сострадательному типу питания и образу жизни, вы удвоите, утроите или даже учетверите число спасенных за вашу жизнь животных. Став веган-активистом, вы можете перейти от спасения сотен животных за период вашей жизни к спасению сотен тысяч.

Каждое сельскохозяйственное животное ценит свои жизнь и счастье так же, как мы ценим свои. Каждое из них такое же интеллектуально развитое, игривое, нежное, доброе и уникальное, как кошка, свернувшаяся в клубок на подоконнике, или собака у вашей кровати. Разве может быть лучшее использование ваших времени, денег и энергии, чем работа по спасению этих существ от пожизненной боли?

Cострадающие люди вроде вас — единственная надежда животных на спасение от жалкого существования. Это не теория или поэтическая риторика. Это холодный, жесткий факт. Тысячи животных будут страдать или окажутся избавлены от мучений в зависимости от принимаемых вами решений. И те из вас, кому поистине не все равно, что происходит с животными, сделают все возможное, чтобы сократить их страдания.

Поскольку сельскохозяйственные животные страдают так страшно, активисты должны показать все, на что они способны. Слишком долго зоозащитное движение действовало наугад. Слишком долго оно полагалось в своих тактиках на байки и догадки. Слишком долго оно смотрело на научную методологию и говорило “Нет, спасибо. Это не относится к изменению человеческого поведения”. Как правило, мысль о применении подхода, основанного на результатах исследований, даже не закрадывалась в головы активистов. Тем временем лидеры во всех других областях, от продаж и технологий до политики и образования, обращают свой взор к четким данным для лучшего достижения целей. Животные заслуживают хотя бы такого усердия и профессионализма.

Поэтому чем скорее активисты начнут применять на практике данные исследований, тем больше животных удастся спасти от страданий. Чем скорее зоозащитники проведут необходимые прямые тестирования, чтобы в дальнейшем руководствоваться их результатами при принятии решений, тем скорее мы приблизимся к миру, в котором хотели бы жить.

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