With his focus on terrorism and Pakistan rather than on the development record of the NDA government in his campaign speeches, Prime Minister Narendra Modi is pushing fear over hope. One effect of this rhetoric is that we are constantly reminded of the danger that we are in from these forces. The Prime Minister then becomes the ‘ chowkidar’ who will protect us. This may be an effective strategy for getting votes. However, the focus on fear has subtle, subconscious effects on our attitudes and behaviour towards one another.
When our leaders tell us that we are in danger, we are reminded of our mortality. This is known in psychology as mortality salience. The theory that explains the effects of mortality salience on our attitudes and behaviour is known as Terror Management Theory. This theory proposes that a primary function of shared cultural beliefs is to protect us from the terror that we experience when we are reminded of the fact that we will die one day. We cling to our cultural beliefs when reminded of death. Several studies have shown that mortality salience makes people close ranks emotionally and physically and become more attached to those who are like them, that is, those who share their cultural beliefs. In addition, we tend to keep our distance from and vilify people who don’t share our cultural beliefs.
In an election, mortality salience will motivate us to vote for people who are like us regardless of what their policies and objectives are. This is a form of polarisation. Because of its unconscious nature, mortality salience does not make us aware that our behaviour is influenced by it.
The effects of mortality salience are attenuated in cultures that value tolerance and people’s right to their own beliefs. Traditionally, Hinduism is a tolerant religion. It is therefore surprising that the rhetoric of fear has led to so much polarisation in India. Self-esteem is one of the mitigating factors for the effect of mortality salience. When people are unable to live decent lives free from poverty and misery and they see little chance of leading a better life, they are likely to experience low self-esteem. Low self-esteem makes people more vulnerable to the effects of mortality salience.
We see decent and tolerant people becoming ardent followers of Mr. Modi’s divisive rhetoric because the effects of mortality salience are unconscious. People are unable to see that they are being influenced by the fear of death. I am shocked to see my close friends supporting the BJP without realising that this ideology treats Muslims as an outsider. Terror Management Theory teaches us that we must become aware of the divisive effects of the message of fear purveyed by our leaders. Let us vote for leaders who focus on what we have in common, leaders who communicate hope of a better future for all Indians.
The writer is a retired professor of management from Sultan Qaboos University, Sultanate of Oman
