"dramatiques" - 1 õppematerjal

Cialdini raamat

to the electronic age. In fact, the heavy-handed exploitation of the principle of so- cial proof can be traced through the history of grand opera, one of our most ven- erable art forms. This is the phenomenon called claquing, said to have begun in 1820 by a pair of Paris opera-house habitues named Sauton and Porcher. The men were more than opera-goers, though. They were businessmen whose product was applause. Organizing under the title L'Assurance des Sucd~s Dramatiques, they leased themselves and their employees to singers and opera managers who wished to be assured of an appreciative audience response. So effective were Sauton and Porcher in stimulating genuine audience reaction with their rigged reactions that, before long, claques (usually consisting of a leader-chef de claque-and several individual claqueurs) had become an established and persistent tradition throughout the world of opera