Standing on the train platform this morning I was confronted by a huge poster from nationalistic party the Sweden Democrats, asking me to vote for them in the approaching election. The poster consisted of men and women, all white, smiling down at me in a welcoming unthreatening manner. ‘SD 2018’ – the simple slogan emblazoned across the poster – intended to show me that those who support SD today are not nazis, criminals, sexists or homophobes (as proven time and time again in the press). On the contrary they are presented as ordinary, happy people who just want a change of government.
As I stood there, I understood how clever SD’s PR and Marketing people are. They have a strong understanding of influencing techniques – and they’re not afraid to use them to seduce the unsuspecting general public.
Psychologist Robert Cialdini is considered the guru of influencing skills. In his ground-breaking book, ‘Influence’, he introduced six key principles on which influence is based. Based on his extensive research, he found that if we apply these principles, we are able to persuade others more easily. Used positively, they can help move us towards agreement with each other, used negatively they can be applied to manipulate and even coerce people into making decisions that might be bad for them.
As I stood on the platform and absorbed SD’s poster, I realised how artfully they are using two of Cialdini’s principles. The principle called ‘Social Proof’ and the principle called ‘Liking’.
This principle relies on people’s sense of “safety in numbers.” If we see that others are doing something, we are more likely to do the same. It somehow feels validated. For example, we’re more likely to work late if others in our team are doing the same, put a tip in a jar if it already contains money, or eat in a restaurant if it’s full of guests. We assume that if lots of other people are doing something, then it must be OK. We’re particularly susceptible to this principle when we’re feeling uncertain, and we’re even more likely to be influenced if the people we see seem to be similar to us. That’s why commercials often use parents to advertise household products and why SD uses smiling, happy Nordic people.
Cialdini says that we’re more likely to be influenced by people we like. Likability comes in many forms – people might be familiar to us, we might just simply trust them or they might physically look like us. We have an inherent feeling of liking when we see them. Companies that use sales agents from within the community employ this principle with huge success. People are more likely to buy from people like themselves, from friends, and from people they know and respect. Facebook, for example, builds its business model on ‘liking’. SD uses this principle to manipulate us into thinking they are just like us. They think like us. They would never do anything to harm us. We can trust them.
As in previous posts, I am trying to shine a light on how SD is manipulating us, society and the election. They are masters of manipulation – spreading fear and uncertainty in the minds of the susceptible electorate, when in fact Sweden is currently booming and economically very stable. There are problems in society, no doubt, but these are not best solved by giving power to a party that we know is manipulative and devious. Judging by the level of scheming we see when they are trying to gain favour, just imagine how this will escalate if they have power.
A vote for SD is not a vote for a better Sweden.
Do not be duped into falling for the deceit.
You are being manipulated.
Do not be seduced.