Why do we fear to be different and why we fear the different
I am intrigued greatly by mass dislike of Donald Trump as a President. What is the reason behind this? Is it because is he so different from the crowd? Does that really help him to gain the attention of some people who were desperate for change? Donald Trump's case reveals that being different does not necessarily mean you fail. Rather it gives a sense that being different can help in conveying messages in a more reachable manner (it sound loud), and may confuse people as they are not used processing of such kind of information.
Social Identity Theory (SIT)
SIT is a psychological theory that aims to explain cognition and behaviour by analysing group behaviour. This theory maintains that people in a group show solidarity to people within that group and discrimination against outgroups. The aim is to achieve positive self-esteem and self-enhancement (Tajfel, 1978). People need this kind of identification to feel a sense of groundedness. This one of the reasons why the organised religions have been very powerful. Because they create a sense in the followers that their religion is the only way to reach heaven. However, nobody has ever seen the heaven and I believe the vast majority of people are not ready to read their religious scriptures. Some might have tried but then many statements might not have made any sense within them because a very profound statement from Jesus that "the kingdom of heaven with you", might have been found as troublesome to understand by many. The reason is simple. The majority of people are not ready to understand a concept or religious scriptures in the intended sense by the prophet. The easy way is to be part of a social group which gives them the identity which in turn gives them a sense of self-esteem and protection.
Thus if the social identity theory is applied is the election of Donald Trump, I could observe that Trump could create a new group which is against migration amongst various other issues. If you ask me whether I am in favour of migration, I would say 'No', which however is not a complete 'No'. The reason is there is a limit for any country to support migration. If it goes beyond that, the cultural fabric of that country could be torn apart and so is the economic well being of its own citizens. Lack of concern for the protection of one's own country is the main reason is British could colonize many countries in the past.
Thus while social identity can give us an ability to oppose external negative forces, if we are not critical as a group, we may unnecessarily oppose developments which need not be opposed. I a number of celebrities claimed that if Donald Trump wins the election, they may move to Canada. However, I did not hear anybody doing that so far. I believe their claims were backed by the support other candidates got as the media were totally in support of other candidates like Hilary Clinton. This reveals that Social Identity can give us a wrong sense of power, which may not be actually there. We may tend to think that there is only one group that is powerful, that is my group. However one may be totally wrong as the Presidential Election win of Donald Trump shows.
What I am trying to convey is that marketing messages need to be different and appealing. They should touch the core elements of expectations of the segmented group. Trump could achieve that. His long-term success nevertheless is dependent on his ability to develop a social group, which is the US; one which is more ethical in its treatment of citizens from other countries whether in the US or abroad and support global peace and U.S and global economic development.
I am intrigued greatly by mass dislike of Donald Trump as a President. What is the reason behind this? Is it because is he so different from the crowd? Does that really help him to gain the attention of some people who were desperate for change? Donald Trump's case reveals that being different does not necessarily mean you fail. Rather it gives a sense that being different can help in conveying messages in a more reachable manner (it sound loud), and may confuse people as they are not used processing of such kind of information.
Social Identity Theory (SIT)
SIT is a psychological theory that aims to explain cognition and behaviour by analysing group behaviour. This theory maintains that people in a group show solidarity to people within that group and discrimination against outgroups. The aim is to achieve positive self-esteem and self-enhancement (Tajfel, 1978). People need this kind of identification to feel a sense of groundedness. This one of the reasons why the organised religions have been very powerful. Because they create a sense in the followers that their religion is the only way to reach heaven. However, nobody has ever seen the heaven and I believe the vast majority of people are not ready to read their religious scriptures. Some might have tried but then many statements might not have made any sense within them because a very profound statement from Jesus that "the kingdom of heaven with you", might have been found as troublesome to understand by many. The reason is simple. The majority of people are not ready to understand a concept or religious scriptures in the intended sense by the prophet. The easy way is to be part of a social group which gives them the identity which in turn gives them a sense of self-esteem and protection.
Thus if the social identity theory is applied is the election of Donald Trump, I could observe that Trump could create a new group which is against migration amongst various other issues. If you ask me whether I am in favour of migration, I would say 'No', which however is not a complete 'No'. The reason is there is a limit for any country to support migration. If it goes beyond that, the cultural fabric of that country could be torn apart and so is the economic well being of its own citizens. Lack of concern for the protection of one's own country is the main reason is British could colonize many countries in the past.
Thus while social identity can give us an ability to oppose external negative forces, if we are not critical as a group, we may unnecessarily oppose developments which need not be opposed. I a number of celebrities claimed that if Donald Trump wins the election, they may move to Canada. However, I did not hear anybody doing that so far. I believe their claims were backed by the support other candidates got as the media were totally in support of other candidates like Hilary Clinton. This reveals that Social Identity can give us a wrong sense of power, which may not be actually there. We may tend to think that there is only one group that is powerful, that is my group. However one may be totally wrong as the Presidential Election win of Donald Trump shows.
What I am trying to convey is that marketing messages need to be different and appealing. They should touch the core elements of expectations of the segmented group. Trump could achieve that. His long-term success nevertheless is dependent on his ability to develop a social group, which is the US; one which is more ethical in its treatment of citizens from other countries whether in the US or abroad and support global peace and U.S and global economic development.
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