I’ve been following Dean’s blog and the progression of the million dollar bat going up against Bush’s million dollar fundraiser last week. And with the Sleepless Summer Tour many people have jumped on the Howard Dean band-wagon and many people have also contributed funds to his campaign. And I’m thinking… It’s a year before the presidential election… Why are people all of a sudden getting so involved? It’s almost like a cult. And then I realized: It’s like a cult. I’m not saying this to be negative about the campaign. Not at all. There are aspects to this campaign that very definitely do not make it a cult, but the approach and the methods of persuasion and supporter retention are reminiscent of cult tactics. Let me elaborate…
One of the methods that cults use to recruit people is the foot-in-the-door phenomenon. You see this with door-to-door salespeople and such. But in the case of cults, they start with small requests and very gradually move up to larger requests until it eventually gets to the point where you are so involved with the cause that you can’t get out even if you wanted to. But in most cases, you wouldn’t want to. For instance, a cult might ask that you take one of their pamphlets and look it over. Maybe attend a gathering if it interests you. They won’t ask for donations or anything from you, but if you attend, they include you and make you a part of the group. And then you go back. Maybe this time, you’ll bring your spouse or a friend. And the more you attend the more a part of this community you become and then they ask you to donate money. Maybe to go toward a children’s program of some sort. So you donate. And now you’re hooked. You’ve invested your money. This must be important. You are a part of something. So the next time they ask you to donate, you’ll do it again. Because, well, you did it last time. What’s a couple more dollars? And on and on until you’ve been sucked in and altered your beliefs to match those where your money now belongs. So a campaign… take a pamphlet. Visit the website. Sign up for their mailing list. Go to a meet-up. Go to a rally. Contribute a couple dollars. Add to the bat. Recruit a friend. It’s all part of the cycle…
Dean, in this case, would be the “charismatic leader.”1 He is “someone the audience perceives as expert and trustworthy.”1 In a time where many people are disheartened with the state of the nation and disgruntled with the current regime, many people are in the anyone-but-Bush party. "And in the absence of genuine leadership, they’ll listen to anyone who steps up to the microphone. They want leadership. They’re so thirsty for it they’ll crawl through the desert toward a mirage, and when they discover there’s no water, they’ll drink the sand.”2 (And yes, yes… “People don’t drink the sand because they’re thirsty. They drink the sand because they don’t know the difference.” But we’ll put that aside for now.) So he tells people things that they like to hear: 1. Fix international relations. 2. Fix economy. 3. Health care for everyone. The message: "Trust the master, join the family; we have the answer…"1
Haha. Ok I’m getting bored with this now. It no longer amuses me. I guess I should say why this isn’t a cult before I go though… There is no one telling you that you cannot leave. They are not asking that you agree with everything that is said, just that you consider each argument. They are open to challenges and opposing positions, but will use logic to argue each point, not intimidation or peer pressure. As governor, Dean’s statements are supported by actions. He has demonstrated that he is capable of accomplishing many of the things that he wishes to accomplish for the country, just on a smaller scale… etc. etc. blah blah… Anyway, it’s not a cult but the method for recruitment of supporters is a similar to that of a cult. (low-level support -> increasing the conviction with each individual supports this cause.) And by involving people who have previously not been politically active, he catches them at a time "before attitudes and values stabilize."1 Basically, people who do not hold strong opinions in many political issues. They have a general desire to improve the state of the country, but that only means change from the current situation. Nothing terribly specific as to what is necessary in order for that to happen.
Yay social psych… ;) -J.
1 Social Psychology 6th Edition by David G Myers
2 The American President, 1995
Edit: And a closing remark… “We’re fighting for a cause. That cause is America. And if you’re an American, you’ll join.” - Joe Trippi, July 3, 2003.
