BRAINWASHING

also called Coercive Persuasion, systematic effort to persuade nonbelievers to accept a certain allegiance, command, or doctrine. A colloquial term, it is more generally applied to any technique designed to manipulate human thought or action against the desire, will, or knowledge of the individual. By controlling the physical and social environment, an attempt is made to destroy loyalties to any unfavourable groups or individuals, to demonstrate to the individual that his attitudes and patterns of thinking are incorrect and must be changed, and to develop loyalty and unquestioning obedience to the ruling party. The term is most appropriately used in reference to a program of political or religious indoctrination or ideological remolding. The techniques of brainwashing typically involve isolation from former associates and sources of information; an exacting regimen requiring absolute obedience and humility; strong social pressures and rewards for cooperation; physical and psychological punishments for non-cooperation ranging from social ostracism and criticism, deprivation of food, sleep, and social contacts, to bondage and torture; and continual reinforcement. The nature of brainwashing as it occurred in communist political prisons received widespread attention after the Chinese Communist victory in 1949 and after the Korean and Vietnamese wars. More recently, its reported use in fringe religious cults and radical political groups has aroused concern in the United States. Deprogramming, or reversing the effects of brainwashing through intensive psychotherapy and confrontation, has proved somewhat successful, particularly with religious cult members. The depth and permanence of changes in attitude and point of view depend on the personality of the individual, degree of motivation to be reformed, and the degree to which the environment supports the new frame of reference.