“They’re Different from Us.” It’s a favorite mind game of the self-serving 1% when they want to stifle broad opposition to their agenda. By manipulating our understanding of what’s happening, what’s right, and what’s possible, this psychological appeal takes advantage of prejudice to promote distrust and division within and across communities.
Today’s greed-driven plutocrats know that solidarity with the disadvantaged and mistreated is jeopardized whenever differences like race, gender, and religion are emphasized and exaggerated. That’s why they highlight these differences while downplaying similarities in the concerns and aspirations we all share. If this ploy works, it divides groups that might otherwise form a more united and more potent resistance. When such coalitions fail to materialize, the winners are the defenders of extreme inequality who’ve long ago forsaken the common good.
What makes these they’re-different-from-us appeals psychologically effective is that we tend to view ingroup members more favorably than outgroup members. When we’re persuaded that someone belongs to the same group we do, we usually perceive them as more trustworthy, we hold them in higher regard, and we’re more willing to share scarce resources with them. In part, this positive bias reflects our belief that these individuals have a lot in common with us. Even if we’ve never met them, we imagine that their values, attitudes, and life experiences are probably similar to our own. However, if we see people as members of a different group instead, then we don’t care as much about their welfare and there’s a greater chance that we’ll view them as potential adversaries rather than allies. Such divisiveness is exactly what the 1% want.
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