Contents
- Introduction to the Overton Window Theory
- Development of the Theory and Its Perception
- Application in Marketing
- Conclusion and Interesting Facts
Introduction to the Overton Window Theory
The Overton Window is an intriguing concept that explains how a spectrum of acceptable ideas forms in society. This theory was developed by J. Overton in the 1990s, but it gained widespread recognition only after his death in 2006. In Russia, the popularity of this theory increased after the publication of G. Beck's book "The Overton Window" in 2014. Initially, Overton described his model as a tool for understanding the ideas that are acceptable in society, emphasizing that politicians wishing to gain voter support must remain within the confines of this window.
In the spectrum of ideas, two poles can be identified — conservative ideas characterized by "little freedom" and liberal ideas representing "a lot of freedom." The window between them is defined as the ideas that are acceptable and supported by society, allowing politicians to operate within this range to avoid becoming outsiders.
Development of the Theory and Its Perception
Over time, the concept of the Overton Window has been reinterpreted. With the release of G. Beck's book, the theory began to be perceived not just as a descriptive model but also as a technology for manipulating public consciousness. There is an opinion that using this model, any idea, even the most unacceptable one, can be introduced into public consciousness, normalizing it. This idea has been detailed, and now the Overton Window is viewed as a method by which politicians instill their convenient values in society.
The process of introducing an idea can be described in five steps. For example, let’s consider how to normalize the idea of walking down the street without clothes:
- Transform an unthinkable idea into a radical one simply by starting to talk about it, even in a negative light.
- Convert the radical idea into an acceptable one by presenting alternative viewpoints that support it.
- Make the acceptable idea reasonable by popularizing it through positive examples and scientific discussions.
- Turn the reasonable idea into a standard by making it part of everyday life.
- And finally, from a standard idea create a norm by enshrining it in law.
Application in Marketing
The Overton Window also finds its application in marketing. This theory can help understand how to promote innovative products that are not yet familiar to society. The first step is to determine at what stage of perception the product is. For example, quantum computers may be at the "radical" stage, as they are already being talked about, but mass usage is still not possible.
Understanding the stage at which the product is located helps in building a strategy for its promotion. In the case of quantum computers, the main task for marketers will be to make the idea of their everyday use normal and commonplace. Some marketing specialists suggest using the Overton Window as a tool to create a step-by-step strategy, but more often this theory serves to understand the direction in which to move.
Conclusion and Interesting Facts
There is an interesting fact that the effectiveness of the algorithm described above has not been scientifically proven. Most examples cited to explain political situations refer to the works of Overton himself and his colleagues from the Mackinac Center, where he worked. However, these works do not claim that the Overton Window can be used to implant ideas into society. The understanding of the concept has been distorted, especially after the release of the book "The Overton Window," which is fictional. It describes an algorithm for implanting ideas, but there is no real evidence of its application.