Public opinion; Public relations; Publicity; Social psychology
The workings of the gregarious instinct in man result frequently in
conduct of the most remarkable complexity, but it is characterized by
all of the qualities of instinctive action. Such conduct is usually
rationalized, but this does not conceal its real character.
We may sincerely think that we vote the Republican ticket because we
have thought out the issues of the political campaign and reached our
decision in the cold-blooded exercise of judgment. The fact remains
that it is just as likely that we voted the Republican ticket because
we did so the year before or because the Republican platform contains a
declaration of principle, no matter how vague, which awakens profound
emotional response in us, or because our neighbor whom we do not like
happens to be a Democrat.
Mr. Lippmann remarks:[19] “For the most part we do not first see and
then define, we define first and then see. In the great booming,
buzzing confusion of the outer world we pick out of the clutter what
is already defined for us, and we tend to perceive that which we have
picked out in the form stereotyped for us by our culture.”
Mr. Trotter cites as a few of the examples of rationalization the
mechanism which “enables the European lady who wears rings in her ears
to smile at the barbarism of the colored lady who wears her rings
in her nose”[20] and the process which enables the Englishman “who
is amused by the African chieftain’s regard for the top hat as an
essential piece of the furniture of state to ignore the identity of his
own behavior when he goes to church beneath the same tremendous ensign.”
The gregarious tendency in man, according to Mr. Trotter, results in
five characteristics which he displays in common with all gregarious
animals.
1. “_He is intolerant and fearful of solitude, physical or
mental._”[21] The same urge which drives the buffalo into the herd
and man into the city requires on the part of the latter a sense of
spiritual identification with the herd. Man is never so much at home as
when on the band wagon.
2. “_He is more sensitive to the voice of the herd than to any other
influence._” Mr. Trotter illustrates this characteristic in a paragraph
which is worth quoting in its entirety. He says: “It (the voice of
the herd) can inhibit or stimulate his thought and conduct. It is
the source of his moral codes, of the sanctions of his ethics and
philosophy. It can endow him with energy, courage, and endurance, and
can as easily take these away. It can make him acquiesce in his own
punishment and embrace his executioner, submit to poverty, bow to
tyranny, and sink without complaint under starvation. Not merely can
it make him accept hardship and suffering unresistingly, but it can
make him accept as truth the explanation that his perfectly preventable
afflictions are sublimely just and gentle. It is this acme of the power
of herd suggestion that is perhaps the most absolutely incontestable
proof of the profoundly gregarious nature of man.”
Public-domain text, read in full here on John Shaqi.
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