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2012 TEXT 1 原版地址:http://www.time.com/time/magazine/article/0,9171,2061234,00.html,全文如下: Herd Mentality ByANNIE MURPHY PAUL | Saturday, Apr. 09, 2011 Comeon — everybody's doing it. That whispered message, half invitation and halfgoad, is what most of us think of when we hear the words peer pressure. It usually leads to no good — drinking, drugs,casual sex. But in her new book, Join theClub, Tina Rosenberg contends that peer pressure can also be a positiveforce through what she calls the social cure, in which organizations andofficials use the power of group dynamics to help individuals improve theirlives and possibly the world. Rosenberg, the recipient of a Pulitzer Prize and aMacArthur "genius" grant, offers a host of examples of the socialcure in action: In South Carolina, a state-sponsored antismoking program calledRage Against the Haze sets out to make cigarettes uncool. In South Africa, anHIV-prevention initiative known as loveLife recruits young people to promotesafe sex among their peers. And in Illinois, "table groups" — smallgatherings of believers who meet at a weekly potluck — are arranged by theWillow Creek megachurch as a way of deepening its members' religious devotion. The idea seems promising, and Rosenberg is aperceptive observer. Her critique of the lameness of many public-healthcampaigns is spot-on: they fail to mobilize peer pressure for healthy habits,and they demonstrate a seriously flawed understanding of psychology. "Dareto be different, please don't smoke!" implores one billboard campaignaimed at reducing smoking among teenagers — teenagers,who crave nothing more than fitting in. Rosenberg argues convincingly thatpublic-health advocates ought to take a page from advertisers, so skilled atapplying peer pressure. But on the general effectiveness of the social cure,Rosenberg is less persuasive. Join theClub is filled with too much extraneous detail and not enough explorationof the social and biological factors that make peer pressure so potent. Themost glaring flaw of the social cure as it's presented here is that it doesn'twork very well for very long. Rage Against the Haze foundered once statefunding was cut. Evidence that the loveLife program produces lasting changes insexual behavior is limited and mixed. And the Willow Creek church'stable-groups experiment was abandoned after two years. There's no doubt that our peer groups exert enormousinfluence on our behavior. An emerging body of research (mentioned briefly byRosenberg) shows that positive health habits — as well as negative ones —spread through networks of friends via a phenomenon that epidemiologists callsocial contagion. This is a subtle form of peer pressure: we unconsciouslyemulate the behavior we see every day. Far less certain, however, is how successfullyexperts and bureaucrats can select our peer groups and steer their activitiesin virtuous directions. It's like the teacher who breaks up the troublemakersin the back row by pairing them with better-behaved classmates. The tacticnever really works. And that's the problem with a social cure engineered fromthe outside: in the real world, as in school, we insist on choosing our ownfriends. This article originally appeared in the April 4, 2011 issue ofTIME. |