Persuasion v. Manipulation in the Pandemic

Posted by Keith Tidman

Persuasion and manipulation to steer public behaviour are more than just special cases of each other. Manipulation, in particular, risks short-circuiting rational deliberation and free agency. So, where is the line drawn between these two ways of appealing to the public to act in a certain way, to ‘adopt the right behaviour’, especially during the current coronavirus pandemic? And where does the ‘common good’ fit into choices?

 

Consider two related aspects of the current pandemic: mask-wearing and being vaccinated. Based on research, such as that reported on in Nature (‘Face masks: what the data say’, Oct. 2020), mask-wearing is shown to diminish the spread of virus-loaded airborne particles to others, as well as to diminish one’s own exposure to others’ exhaled viruses. 

Many governments, scientists, medical professionals, and public-policy specialists argue that people therefore ought to wear masks, to help mitigate the contagion. A manifestly utilitarian policy position, but one rooted in controversy nonetheless. In the following, I explain why.

 

In some locales, mask-wearing is mandated and backed by sanctions; in other cases, officials seek willing compliance, in the spirit of communitarianism. Implicit in all this is the ethics-based notion of the ‘common good’. That we owe fellow citizens something, in a sense of community-mindedness. And of course, many philosophers have discussed this ‘common good’; indeed, the subject has proven a major thread through Western political and ethical philosophy, dating to ancient thinkers like Plato and Aristotle.

In The Republic, Plato records Socrates as saying that the greatest social good is the ‘cohesion and unity’ that stems from shared feelings of pleasure and pain that result when all members of a society are glad or sorry for the same successes and failures. And Aristotle argues in The Politics, for example, that the concept of community represented by the city-state of his time was ‘established for the sake of some good’, which overarches all other goods.

Two thousand years later, Jean-Jacques Rousseau asserted that citizens’ voluntary, collective commitment — that is, the ‘general will’ or common good of the community — was superior to each person’s ‘private will’. And prominent among recent thinkers to have explored the ‘common good’ is the political philosopher John Rawls, who has defined the common good as ‘certain general conditions that are . . . equally to everyone’s advantage’ (Theory of Justice, 1971).

 

In line with seeking the ‘common good’, many people conclude that being urged to wear a mask falls under the heading of civic-minded persuasion that’s commonsensical. Other people see an overly heavy hand in such measures, which they argue deprives individuals of the right — constitutional, civil, or otherwise — to freely make decisions and take action, or choose not to act. Free agency itself also being a common good, an intrinsic good. For some concerned citizens, compelled mask-wearing smacks of a dictate, falling under the heading of manipulation. Seen, by them, as the loss of agency and autonomous choice.

 

The readying of coronavirus vaccines, including early rollout, has led to its own controversies around choice. Health officials advising the public to roll up their sleeves for the vaccine has run into its own buzzsaw from some quarters. Pragmatic concerns persist: how fast the vaccines were developed and tested, their longer-term efficacy and safety, prioritisation of recipients, assessment of risk across diverse demographics and communities, cloudy public-messaging narratives, cracks in the supply chain, and the perceived politicising of regulatory oversight.

As a result of these concerns, nontrivial numbers of people remain leery, distrusting authority and harbouring qualms. As recent Pew, Gallup, and other polling on these matters unsurprisingly shows, some people might assiduously refuse ever to be vaccinated, or at least resist until greater clarity is shed on what they view as confusing noise or until early results roll in that might reassure. The trend lines will be watched.

 

All the while, officials point to vaccines as key to reaching a high enough level of population immunity to reduce the virus’s threat. Resulting in less contagion and fewer deaths, while allowing besieged economies to reopen with the business, social, and health benefits that entails. For all sorts of reasons — cultural, political, personal — some citizens see officials’ urgings regarding vaccinations as benign, well-intentioned persuasion, while others see it as guileful manipulation. One might consider where the Rawlsian common good fits in, and how the concept sways local, national, and international policy decision-making bearing on vaccine uptake.

 

People are surely entitled to persuade, even intensely. Perhaps on the basis of ethics or social norms or simple honesty: matters of integrity. But they may not be entitled to resort to deception or coercion, even to correct purportedly ‘wrongful’ decisions and behaviours. The worry being that whereas persuasion innocuously induces human behaviour broadly for the common good, coercive manipulation invalidates consent, corrupting the baseline morality of the very process itself. To that point, corrupt means taint ends.

 

Influence and persuasion do not themselves rise to the moral censure of coercive or deceptive manipulation. The word ‘manipulation’, which took on pejorative baggage in the eighteen hundreds, has special usages. Often unscrupulous in purpose, such as to gain unjust advantage. Meantime, persuasion may allow for abridged assumptions, facts, and intentions, to align with community expectations and with hoped-for behavioural outcomes to uphold the common good. A calculation that considers the veracity, sufficiency, and integrity of narratives designed to influence public choices, informed by the behavioural science behind effective public health communications. A subtler way, perhaps, to look at the two-dimensional axes of persuasion versus manipulation.

 

The seed bedding of these issues is that people live in social relationships, not as fragmented, isolated, socially disinterested individuals. They live in the completeness of what it means to be citizens. They live within relationships that define the Rawlsian common good. A concept that helps us parse persuasion and manipulation in the framework of inducing societal behaviour: like the real-world cases of mask-wearing and vaccinations, as the global community counterattacks this lethal pandemic.