The substantial task of communication is to transfer the concepts to the target group, to promote acceptance, to obtaining consent and to achieve active support. Final result is positive commitment i.e. readiness to actively support the Concept. This commitment cannot be forced, but is develop by the audience. The acceptance creates a motivating framework, which makes agreement easy. Eventually a ritualized consent promotes anchorage in the mind of the people concerned.
Meaning design is happening in the head of each individual. This is facilitated by the look at the mental states of the target group. After commitment is obtained and resistances are minimized, then, and only then, should start the conversion.