Are We Literally Being Brainwashed by Social Media Influencers? | by Michael Boyd | Apr, 2023

Think critically, and avoid marketing traps.

The pitfalls of trusting authoritative figures, why it’s dangerous, and how to resist being swayed by the argument from authority.

As the digital age accelerates, we are constantly bombarded with information from a wide array of sources. In a world filled with influencers, gurus, and experts, it can be challenging to decipher fact from fiction. With the prevalence of social media marketing and persuasive tactics, it’s essential to recognize and scrutinize the argument from authority. In this article, I’ll explain what this means and the potential consequences and provide an example of Walter Freeman’s lobotomy practices as a cautionary tale.

What is the Argument from Authority?

The argument from authority is a logical fallacy wherein someone claims their argument is correct simply because they, or someone they refer to, is an authority on the matter. This authority could come from someone’s title, experience, education, or another status that lends them credibility.

The problem with the argument from authority is that it needs to consider the substance of the argument, relying instead on the source’s credibility to make a point. This method can be highly persuasive, especially when the source is well-respected, but it’s not foolproof. An authority figure may still be wrong or have a vested interest in promoting a particular view.

Social Media Marketing and the Argument from Authority

Social media platforms have made it easier for businesses and individuals to market themselves and their products. Influencers and marketing campaigns often utilize the argument from authority to sell products or ideas.

Influencers are modern-day authority figures wielding considerable power over their audience. Their followers perceive them as knowledgeable and trustworthy, often believing their endorsements are well-researched and genuine. This leads to an over-reliance on the authority of influencers, which can result in poor decision-making by their audience.

Walter Freeman: A Harrowing Example

To illustrate the dangers of unquestioningly accepting the authority of “experts,” let’s examine the story of Walter Freeman. Freeman was a psychiatrist and neurologist in the early to mid-20th century, notorious for pioneering the transorbital lobotomy — a brutal, invasive procedure used to treat mental illness.

Despite limited knowledge of brain function and mental health, Freeman believed that severing the connections in the frontal lobe would alleviate symptoms of mental disorders. Freeman’s authoritative position as a doctor-led many to trust his judgment, and thousands of patients underwent this irreversible and harmful procedure. It was only much later that the broader medical community acknowledged the disastrous consequences of Freeman’s work and condemned the practice of lobotomy.

Had people critically evaluated Freeman’s claims rather than accepting his authority, countless lives might have been spared the devastating effects of this misguided “treatment.” This historical example is a stark reminder of the importance of questioning authority, even when it appears to come from a reliable source.

How to Resist the Argument from Authority

So, how can you avoid falling for the argument from authority in social media marketing? Here are some tips:

1. Be skeptical: Approach any claim with a healthy dose of skepticism, particularly when it comes from an authoritative source. Just because someone has expertise in one area doesn’t mean they’re infallible.
2. Do your research: When presented with a claim, take the time to investigate it yourself. Seek out reputable sources and weigh the evidence to form your conclusions.
3. Analyze the argument: Evaluate the substance of the argument itself rather than focusing solely on the source’s credibility. Does the claim stand up to logical scrutiny, or does it rely on appeals to authority?
4. Consider motives: Be aware that influencers may have ulterior motives for promoting certain products or ideas. They could receive payment or other incentives to endorse a product or service. Consider this possibility when evaluating their claims.
5. Question qualifications: Just because someone is considered an authority in one field does not mean they possess expertise in all areas. Assess the qualifications and experience of the person claiming to determine if they are genuinely knowledgeable about the topic at hand.

Get Smart and Read: “You Are Not So Smart” by David McRaney

If you’d like to delve deeper into the fascinating world of cognitive biases, logical fallacies, and self-delusion, I highly recommend David McRaney’s book “You Are Not So Smart.” This book is a compelling exploration of the psychological phenomena that influence our beliefs and behaviors, often without us realizing it. By understanding these psychological quirks, we can become more aware of our susceptibility to persuasive tactics, such as the argument from authority.

Recognizing the dangers of blindly accepting authority figures’ opinions is crucial, especially in social media marketing. Don’t be duped by the argument from the authority. Approach claims with skepticism, do your research, and always question the argument’s validity. Doing so will make you a more discerning consumer and less likely to fall prey to misleading marketing tactics.

Remember, knowledge is power, and the more aware you are of the tactics used to manipulate your thinking, the more equipped you’ll be to resist them. Happy critical thinking!