The law of Social Proof...

The papers have been abuzz for some time now regarding the multiple gang rape of a 15 year old girl at a high school dance in Richmond California. This is a horrible crime and is completely inexcusable. Local Chicoans may recall that this occurred right here in our fair town in 2002. The Sheriff's Department investigated the repeated sexual assault of a drunken, unconscious 16 year old teenager at a party, utilizing various objects, such as a pool cue. Again, an inhuman assault which has no place in civilized society.

One might wonder how such things can happen. How can so many people (20+ in the Richmond case and 20-30 in the Chico case) stand around and do nothing? Surely SOMEBODY must have done SOMETHING.

The answer lies inside of our psyches. In his book "Influence" Robert B. Cialdini Ph.D describes the brutal rape and murder of a woman (Cathryn Genovese) in New York City in 1964. While this type of crime certainly happens in such a big city, the real shocker, was that the assault occurred in broad daylight, with 38bystanders watching. Worse yet, the assault lasted for over an hour and a half.

When interviewed later, the witnesses couldn't seem to explain why they didn't intercede, or even call the Police. Statements such as, "I just didn't want to get involved" and "I was afraid" were the only explanations they could come up with.

Cialdini clarifies what is going on (quoting Psychologists Latane and Darley), "With several potential helpers around, the personal responsibility of each individual is reduced: 'Perhaps someone else will give or call for aid, perhaps someone else already has.' So with everyone thinking that someone else will help or has helped, no one does."

When life brings us new and confusing experiences, such as in an emergency, our minds begin looking around at how others are responding, in an effort to gauge our own response. Imagine for instance, two toddlers. One is born to "helicopter" parents who are always hovering over their little precious pumpkin, waiting to scoop him up at the slightest perception of danger. The other is born to parents who are a little more realistic and realize that bumps are a part of life. When the first falls, he watches as his parents freak out and make a major ordeal out of it. His response? He cries. The second, when he falls, his parents either make no big deal out of it, or laugh and joke with the child. His response? "Oh, well." He gets up and moves on. Here you have the same injury, but those around help dictate the child's response, by their responses.

Cialdini concludes, "The fascinating upshot of Latane and Darley's reasoning is that, for the emergency victim, the idea of "safety in numbers" may often be completely wrong."

The law of "Social proof" sells. It is one of the powerful tools in a salesman's arsenal. It's seen in every commercial you see where there are lots of people sitting in the advertised restaurant, laughing and having a grand old time. It's "Proof" to your subconscious that the restaurant is good and you know what? You should go and have a good time too.

The problem is, is that nobody in any restaurant I've ever been in, is having THAT much fun. If they are, then I'm DEFINITELY going. Do you remember these commercials? #1 #2 They're both total crap...and they sold TONS of soda.

Something disturbing has been going on in the "entertainment" industry. There have always been "slasher" type movies and those who like them. I guess that's o.k. I personally don't like them and can't imagine what parent would be proud of their little princess as they watch her butchered by a psychotic killer on the big screen.

The thing that bothers me is the extreme realism and completely graphic torture that is displayed on the big screen. I don't know what kind of person thinks that this is fun to watch. I've been to murder scenes and smelled the gagging scent of rotten human bodies. There is nothing "exciting" or "neat" about it. CSI and other crime shows are on every night, with the associated murder being portrayed in various degrees of realism.

The major problem with this, in my estimation comes down to the law of Social Proof. Remember, we look to others in many instances to gauge our responses. When we see someone do something, it makes it just a little more "o.k." to do that too.

The thought was driven home to me as I watched a movie trailer in the theater. It was based on the true story of a man who killed 8 people in a small town. The difference was, that this movie was shot from the perspective of the killer. So not only are you witnessing the butchering of eight different people, you are watching it as if from your own eyes. This is wrong.

Imagine the people who go into that theater and thrill in those visual images. Could it not be, that this type of thing is one of the final things preventing them from acting out their delusions?

So, what is it in us that causes us to stand by when something bad is happening? It's that little thing called Social Proof. In our uncertainty, we stand by, watching others, waiting for SOMEBODY to do SOMETHING.

One note. The cure for inaction is action. Social Proof works for our good too. When we are standing there, wondering if somebody is going to act, the law of Social Proof will kick in if YOU take the first action. Then others will see "Proof" that action is the right thing to do.

This was the case in Richmond. When one girl (18 year old Margarita Vargas) who was at home heard of the tale, she immediately called for help. In this world of, "Stop snitchin" here is a young woman who stood up and broke the silence. Who can say enough good about Margarita Vargas?

Martha Vargas...hero.

"All that is necessary for the triumph of evil is that good men do nothing." Edmund Burke