Communication is a seemingly magical process that affords us the ability to understand one another through the use of our voice and body. However, the magic of communication can be used either benevolently or maliciously. This TEDx talk delves into the magic of communication and highlights how communication is used strategically to influence people to make decisions that they would not have otherwise.

Serving as Assistant Professor at NTU’s Wee Kim Wee School of Communication & Information, Dr. Cummings’s teaches Strategic Communications, while carrying out research into the critical role that communication plays in decisionmaking processes in the medical industry. Through his talk, he unravels the magic behind communications, revealing to the audience the coercive trick of communication.


This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx