Interesting post from Justin Fox over at Harvard Business Review. He cuts right to the chase:
We all like to think we can evaluate information and arguments rationally, regardless of where they come from. But we don’t.
No. We certainly do not. Fox quotes Yale Law School Professor Dan Kahan, who notes that:
People feel that it is safe to consider evidence with an open mind when they know that a knowledgeable member of their cultural community accepts it.
Fox then says:
Kahan is most concerned about scientific issues (climate change, HPV vaccines) where he thinks group identities get in the way of reasoned discussion. But the same tendencies can be seen in pretty much any case where there are conflicting opinions — which ought to make them of interest to anybody in a management or other decision-making role.
There’s probably some sophisticated PR insight that can be drawn out of this but I don’t have it right now. Other than arguing with people in a respectful way and trying to acclimate yourself to their predispositions and speech conventions, I dunno. No deep thought for today.
Just got my deep thought. I wonder how true this is for political discussion. Obviously, if you’re dealing with one person and your job is to convince him/her, then you have to be accommodating and understanding and non-snarky and never condescending and all that.
But what if we’re talking about political persuasion? Basically half the people in the country don’t vote. I’m not sure why (that’d be an interesting study but I imagine they might be hard to get hold of). Would using intentionally inflammatory rhetoric, designed to catch the attention of other people who weren’t paying attention, be a better strategy? Because remember: the people you’re attempting to convince probably won’t listen to you anyway for the very reason that Fox outlines.
I feel like the equation has to change when you’re switching from a one-on-one conversation with a committed, opposed person to a series of messages that appeal to millions of people, some of whom are already on your side, some of whom aren’t and around half of whom aren’t even paying attention. Is it worth catering your argument to the delicate sensibilities of ideologically hostile people in the hope that they see the light? Or are you better off torching those people and crossing your fingers that your tribe gets riled up while the unaware half takes a few minutes to stop watching porn and check out what’s going on? Another question to which I don’t have the answer.