We the sheeple

Sheeple is a derogatory term that highlights the passive herd behaviour of people who are easily controlled by any gossip, governing power or market fads which likens them to sheep, meaning a herd animal that is easily led about. 

Word Spy defines sheeple as those who are meek, easily persuaded, and tend to follow the crowd.

The term is used to describe those who voluntarily acquiesce to a suggestion without any significant critical analysis or research, in large part due to the majority of a population having a similar mindset.

While its origins are unclear, the word was used by WR Anderson in his column Round About Radio, published in London 1945, where he wrote:

The philosophers Søren Kierkegaard and Friedrich Nietzsche were among the first to criticise what they referred to as “the crowd” (Kierkegaard) and “herd morality” and the “herd instinct” (Nietzsche) in human society. 

Modern psychological and economic research has identified herd behaviour in humans to explain the behaviour of large numbers of people acting in the same way at the same time. 

The British surgeon Wilfred Trotter popularised the “herd behaviour” phrase in his book, Instincts of the Herd in Peace and War (1914). 

In The Theory of the Leisure Class, Thorstein Veblen explained economic behaviour in terms of social influences such as “emulation,” where some members of a group mimic other members of higher status. 

In The Metropolis and Mental Life(1903), early sociologist George Simmel referred to the impulse to sociability in man, and sought to describe the forms of association by which a mere sum of separate individuals are made into a society.

Other social scientists explored behaviours related to herding, such as Sigmund Freud (crowd psychology), Carl Jung (collective unconscious), Everett Dean Martin (Behavior of Crowds) and Gustave Le Bon (the popular mind).

Swarm theory observed in non-human societies is a related concept and is being explored as it occurs in human society. 

Scottish journalist Charles Mackay identifies multiple facets of herd behaviour in his 1841 work, Extraordinary Popular Delusions and the Madness of Crowds.

Herd mentality or sheeple behaviour can be found everywhere from the financial sector to outbursts of mob violence, political movements, religious gatherings, sporting events, riots, strikes and even consumer preferences such as fashion trends. 

In each of these instances, individuals adopt opinions based on what other people say and do without considering the evidence for themselves.

Many threatening situations, real or imagined, can provoke sheeple behaviour. These are not just circumstances of physical danger, but also the fear of being different, uncertain or the odd one out. 

For example, people will make irrational or non-optimal decisions and behave in a herd-like fashion when motivated by the desire to fit in, which can result in groupthink.

All these all boil down to the same idea: Individuals are influenced by a larger group. 

In the 1950s, researchers conducted a famous conformity experiment that showed how readily people conform or change their behaviour to match social norms. It involved:

A single participant was put in a room with seven undercover accomplices.

Asch presented the group with four lines, and the goal was to determine which two lines were the same length.

Even though the answer was obvious, the undercover accomplices purposefully gave an incorrect answer.

The intent of the experiment was to see if the real participant would give a false answer — conforming with the accomplices — even if the correct answer was clear.

About one-third of the real participants answered incorrectly. They conformed to the wrong answer given by the rest of the group.

Why did they do it? When the participants heard the incorrect answer, some started to believe the incorrect answer was actually correct. The participants conformed mainly because they wanted to fit in with the rest of the group and thought the rest of the group was more informed than they were.

While there are many benefits to be gained by living and working cooperatively in groups, sheeple behaviour also makes us easily susceptible to manipulation. 

This is particularly the case in the context of leadership, where neo-authoritarian leaders exploit herd mentality to rise to power.

It only takes 5% of what scientists call informed individuals to influence the direction of a crowd, mobilising the other 95 percent to follow without even realising it. 

This sheeple programming in our brains explains why otherwise sane and sensible people can reject common sense.

 It should therefore come as no surprise that in times of uncertainty, we will always look to strong leaders to guide our behaviour.

Making independent choices opens up many questions, especially if they don’t match the majority opinion. Herd mentality reassures us that we’re following a sure path or making tried-and-true choices.

How do you know you’ll succeed if nobody else has done it? 

Herd mentality brings a level of social acceptance that’s painful to lose. If you venture out on your path, you risk leaving the herd behind and facing rejection for your decisions. It’s also challenging to regain this acceptance if your venture fails.

Herd mentality offers temporary comfort, knowing that we’re all in the same proverbial boat. However, if you follow the wrong leader or join the wrong herd, serious consequences follow. 

Social psychologists Henri Tajfel and John Turner came up with the ideas of in-group and out-group in their social identity theory, which examines the portion of an individual’s self-concept acquired from their membership in relevant social groups. 

Being in the in-group is ideal, as a person sees themself as part of the “us,” while the out-group is the “them”. 

A central hypothesis of social identity theory includes that group members of the in-group look for negative traits or aspects of the out-group to help enhance their self-image. 

Another reason why people may be inclined to follow trends is that it works as a mental shortcut. By following what others are doing, it shortens and eases the thought process for someone. 

This was shown in a study by the infamous social cognitive psychologist Albert Bandura. 

In 1968 he conducted a study consisting of a group of children who were scared of dogs. Bandura had the kids watch a boy play with a dog. After the experimental group of children observed the boy happily playing with the dog, 67 percent of the children were willing to play with the dog. 

A month later, a follow-up study was conducted, and the children who were previously afraid to play with the dog were now inclined to play with the dog themselves. 

These children in Bandura’s study are a great example of how people observe other people’s behaviour to create mental shortcuts in order to make decisions. 

By following what others are doing, it shortens and eases the thought process.