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The Use Of Scapegoats In Persuasion
Seems like for a while there nearly every car in the U.S. had a "United We Stand" bumper sticker. These stickers imply that our standing united was our only salvation. When we don't stand united, what happens? Of course, we fall divided.
Seems like for a while there nearly every car in the U.S. had a “United We Stand” bumper sticker. These stickers imply that our standing united was our only salvation. When we don’t stand united, what happens? Of course, we fall divided.
So is this true? If we were to buy into the idea at the center of the political platform of defeating terrorists by standing united and spreading our democracy everywhere, will this bumper sticker’s admonition keep us safe? If we blindly agree with all the presuppositions will we all be okay?
With scapegoating, the best way to get us all on board-to unite-is to have a common enemy, a boogie man, a Satan, Saddam Hussein or a terrorist to rage against.
Christianity uses scapegoating: Satan. The government uses scapegoating: 1950’s = Commies; 2000’s = Terrorists. Most recently we have Scooter Libby. (Though the distinction has been made that he’s more of a “fall guy” than a “scapegoat” because scapegoat implies using an innocent to pin the blame on while fall guy’s usually share the blame.)
It was popular in Massachusetts during the Salem Witch Trials. By diverting attention away from the state and church as the cause for difficulties in people’s lives, witches (read: women) were burned at the stake as the core cause of societies ills.
Religion is great for scapegoating. Adam blamed Eve, Eve blamed the serpent. The Baptists show how the Mormons miss the point and lead people astray and visa versa. In order for Christianity to exist, Satan is the ‘necessary evil’, so to speak. Without Satan there is nothing to save humanity from. The concept of Satan has single-handedly maintained Christianity throughout the years.
Please note: I am not debating the existence of non-existence of Satan. I am not interested in converting anyone to my spiritual, religious or political beliefs. I’m just pointing out how scapegoating is utilized.
There are multiple layers of scapegoating at play currently in politics. Focusing on gay marriage and stem cell research as scapegoats diverts attention from the body count in Iraq.
In the aftermath of Hurricane Katrina, scapegoating became a phenomenon even going so far as to acquire a new name: the blame game. City officials blamed the feds, the state blamed the city and the feds, the feds blamed the governor and then suggested that no one was to blame. . .or it was mother nature’s fault.
People ultimately want to believe that their problems or failures are the result of something outside themselves.
In sales and business scapegoating can be used to suggest your new client or prospect’s former adviser (or agent), lacked knowledge and gave terrible advice and is responsible for preventing the client from earning what they should have earned.
To use this tactic ethically, try making the scapegoat an opposing force such as an idea, philosophy or an unfortunate circumstance and not a person or group.