When are we not being brainwashed?

The question is not so intuitive as what stands behind it: the nature and purpose of communication is to convey a message. An argument seeks to advance a particular point, often grounded in an ideology or worldview. What then is brainwashing if not an argument communicating a message that you don't like?

The connotation itself betrays its subjectivity. The Oxford English Dictionary defines the term as "mak[ing] (someone) adopt radically different beliefs by using systematic and often forcible pressure." These beliefs can only be "radically different" with respect to other beliefs taken to be normative. A cult, for instance, is thought to be an institution of brainwashing. But what is a cult other than a religion we don't like or recognize as valid?

Any religion or philosophy or governmental institution can be taken to be brainwashing by those who view it as deviant from the norm. We are fed arguments in the form of propaganda each day toward enculturating us to accept a particular agenda. The more seemingly innocuous forms of it assail our sensibilities as advertisements. We see people enjoying a product or identify with a situation or emotion on display, causing us to associate it with the product. Marketing is subtle and often subconscious. We don't need to be told something directly in order to fall sway to suggestion. The catechism or liturgy found in religions or fraternal rituals, though overtly suggestive, has largely become passe in a culture with an aversion to direct fronts. As with bacteria, however, the fact that we don't see it doesn't mean it isn't affecting us.

But brainwashing is more than simply an argument that we oppose: it's an argument that we fear. If we were stoical and objective in our rationale, brainwashing would just be regarded as an opposing argument. Instead, because we feel threatened due either to ignorance or hatred, we demonize our opposition's argument by labeling it as brainwashing. Insecurities cause us to take comfort in the sanctity of our convictions in contradistinction to what they are not.

Beware anyone who accuses of brainwashing. They are very afraid and want you to be as well.