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The blog Neuronarrative, http://neuronarrative.wordpress.com/, has an interesting post on “Identify Politics.” In sum, it’s the notion that politicians will present themselves as characters that a large demographic will relate with and thus will gain their vote. Indeed, this tactic worked well for Bush Jr. by presenting himself as a modest “good’ol boy” rather than the product of unmatched privilege.

I also notice this sort of posturing in the corporate environment, albeit a slightly different manifestation. Anyone wishing to “climb the ladder” must present themselves as being “compatible” with the culture of management in ways that are obviously outside the scope of work such as family, interests, politics and even alcohol tolerance (there are studies that correlate people who drink with co-workers with higher wages).

Ultimately, people make behavioral projections based on how close a perceived identity matches their own. The people you work with extrapolate what you may do in the future by identifying you with some preconceived generalization. In politics, if people feel they identify with the politician they’ll say, “I just know he’s going to do ‘this’ because he/she’s like me.”

When you don’t make an effort to present yourself as “a compatible identity,” and believe me I have some practice at ignoring this aspect of social dynamics, you’re seen at best eccentric or worse a loose cannon. Rather than an asset, you’re a liability because the people essentially “don’t get you” and feel that you’re less predictable than those the person(s) can identify with, regardless of actual behavior.

In day to day life, this particular social dynamic is probably necessary. It is certainly very ingrained in most people. However, politicians, advertisers and anyone else seeking gain can exploit this behavior characteristic without many people being aware of it at a conscious level. I find that dangerous and unethical.