Despite the pop-psychology hubbub about individuality, our natural, human desires are to fit in, to learn and abide by social norms. Humans are innately social creatures. Think about tailgating during football season, double dates (or just regular dates), and Facebook. All of these activities point to the undeniable fact that people want to be socially accepted.
In political consulting, we frequently use social pressure, communication designed to compel the recipient to comply with a given social norm in order to avoid the risk of humiliation. Most often, we use the technique in advocacy or issue-based campaigns rather than candidate campaigns. The AAPC even has several categories of Pollie Awards dedicated to practitioners who excel in the use of social pressure. So how do we employ social pressure? (more…)