Communication perspectives have a long history of trying to teach people which particular message produces which affects, as if the message were a bullet traveling through space that simply needed to be aimed properly. I’m just as guilty as anyone else of thinking about communication as an instrumentality that is constantly looking to push the right button to achieve a predetermined desired effect. So, for example, my own work in dialogue and deliberation still often – not always – reads as if success is simply finding the optimal input conditions that lead to some output.

But there is another way of thinking about how to achieve particular effects. Rather than thinking of the receiver of a message as a passive mechanism with an absorptive sponge for a brain, and then spending your time trying to find the right message that will be absorbed as you designate, change the receiver rather than the message. Make new receivers that will be more or less poised to receive particular messages. Let me explain.

The U. S. is currently struggling to defeat extremist groups such as the Islamic State, Hezbollah, Hamas, Al Qaeda, and a host of other radical groups. Most of the news about our efforts to degrade these extremist groups is pretty bad. Terrorist and violent groups are successfully recruiting new members, winning their share of battles, raising money, and generally prospering. Our military, mighty as it is, will not defeat the Islamic State and no informed counselor to the president believes military force is the only answer – important as it is. So what are we to do?

One answer is to change the terrorists and make them less interested in violence. A more traditional approach consistent with the silver bullet metaphor above is to “lecture” terrorists on democracy, and pluralism, and liberalism, and all those good things and assume that if we can only find the right words with the right pedagogical strategy then these ideas will “take” and we will turn them all into liberal democrats. Well as a popular quip goes, “good luck with that.”

But a second way to approach the problem is to change social structures and business arrangements such that they foster capitalist enterprises and market economies. Don’t try to change people, change social systems and the people will follow. Hernando De Soto wrote about this some months ago in the Wall Street Journal. The idea is to raise living standards and inject the cultures with some imagination and capital especially for the poor. And interestingly, turns out that the poor in many cultures, both Latin American and Middle Eastern, are not poor because of simple unemployment as conventional wisdom would hold. Rather, they are small businessmen and women operating “off the books” in an underground and informal economy.

If economic leaders and advisers in Middle Eastern states would eliminate regulation, and bureaucratic extremes including recognizing the importance of property rights, they would create customers for businesses and leave extremist groups with fewer customers. This is consistent with the goal of leaving groups like ISIS without constituencies, which is currently the goal in Iraq after the deposition of Malaki. On the political front of the strategy is to bring Sunnis into the political system including official bodies of governance on the assumption that they will not turn their attention to outside extremist groups. The same logic can work on an economic basis. The perceptions of these communities must change so they are seen as future vibrant markets rather than training grounds for violence. There is some history, according to De Soto, of these capitalist strategies working in Peru, China, Botswana, and others. And finally, it’s fairly well established that businesses rationalize human relationships. Former intergroup enemies can be interdependent on the basis of a commercial exchange. And if you change the relationship you can change attitudes and values.

I’m naïve you say? Maybe.