(OMG – had the link to Jonathan Haidt’s TED Talk wrong! Fixed now.)
One reason the “Occupy” movement has resonated so well is that they are NOT making an “enlightenment-type” argument, with positions and statements and platforms. Instead, it’s a lot of people (group members, “people just like us”), sharing their stories (stories are much better for engaging other people), and showing how fairness has been violated, how authority (such as the Bible and the law, and of course how local police have often been seen as oppressive) has been violated, and showing how purity and sanctity have been violated (e.g., by doing a great job of cleaning up after themselves).
The story of Occupy Wall Street (OWS) – both from the OWS movement itself, as well as the attacks against it – is totally aligned with Jonathan Haidt’s taxonomy of moral dimensions (link to excellent TED Talk) that I talked about in a previous post. (The dimensions are fairness, harm/safety, group membership, respect for authority, and a purity/sanctity dimension – liberals often focus on the first two and give short shrift to the last three). Looking at the OWS story, we see the following:
- The “We are the 99%” message creates an “us vs. them” situation where more or less everyone can be “us,” and the “them” is a small but immensely powerful and privileged group. It’s a very effective story – nearly everyone can look at their paycheck and say “Oh, I’m definitely not making $1 million per year, and I’m a long way from that, too.”
- And their own actions – cleaning up after themselves, being non-violent – is clearly respectful and sanctimonious, in the good sense of the word. They are clearly taking care of their environment, playing by the rules, cleaning up after themselves, and all that. So the purity/sanctity thing is happening.
- Of course fairness is at the heart of the argument, and they’re all over that.
- Their “respect for authority” is kind of a mixed bag – an area where they can maybe do a little better, honestly, but the underlying things are there. They have been working with the police and city halls – that’s the local authority. I think the Ten Commandments and its “Thou Shall Not Steal” is hugely resonant in this story – depicting the “them” as thieves is incredible positioning. And there are the laws and regulations – “we’re just asking for the laws to be enforced” kind of thing, about the financial regulations.
On the other hand, the attacks on OWS from the right wing can teach us a lot about how the experts on the other side make use of the same dimensions (relatively unsuccessfully in this case). First of all, the OWS people are accused of being hippies (dirty), who are having sex all the time (violating purity and sanctity). Earlier on, there was a movement to create another group, the 54% – to invalidate the “group membership” part of the OWS message, although it didn’t really work at all. Along the same lines, they are trying to portray the OWS’ers as students who can’t get jobs – meaning not members of “our” group, but members of a spoiled elite, which is meant to go against both the group membership aspect and the fairness aspect (“those kids had all the advantages, and now when they aren’t handed a job on a silver platter, they go and sit in and have sex all day”).
And there have been many attempts not only to portray the OWS protesters as law-breakers, but also attempts to bait them into taking unlawful action – which happily have so far failed.
The key point for those of us trying to improve the way progressives talk about our policies is that OWS is being incredibly successful, and very difficult to discredit, exactly because of how well it is aligning with the five moral dimensions, and how authentic that alignment is.