If you are an ecojoy proponent, how do you convince others to adopt the philosophy? Since ecojoy is heterarchical, it won't work to use fear or shame. Proving that someone's philosophy is wrong or suboptimal immediately moves the transaction into a hierarchical mode.
McLuhan mentioned many times that different media create different types of sensory balance, and frequently people will resort to violence to restore the balance to the previous comfort zone. But it doesn't have to happen that way.
I've found that it is important to give people "room" to change. That means that people need to consider the change over a period of time, and be able to analyze their philosophies in light of their own personal experiences. And they need to feel safe and secure during and after the consideration process.