The starting assumption is that the man is an accessible being, permeable to persuasion and to negative journalism. From the point of view of social influence, the communication submits two methods: the convictive method (the conviction) and the persuasive method (the persuasion). The approach of convictive influence is the approach of demonstration, of the intense arguments, the approach of the strictly and compelling logical inferences. But the man is not an entirely rational being. The individuals do not communicate in order to demonstrate. They communicate to share an experience, to agree on some values, on some actions etc. Demonstrations focus on the necessary things. But people’s life is not exhausted by the necessary things. The human has emotions, feelings, passions, needs, wishes. The conviction approach does not cover all that is human. The persuasion governs the emotion and the passion field. As a main form of persuasion it is individualized the negative journalism, understood as an informative intervention dragged along by an interest external to the direct, accurate, honest and balanced information. There can be detached four coordinates of the negative journalism, of the journalism determined by dishonest commandments: the lie, the seduction, the fiction and the myth. We can see them clearly articulated in journalistic operations of intoxication, misinformation, propaganda and manipulation.
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