The “us vs. them” strategy is one of the most enduring and powerful techniques in the secret art of political persuasion. This approach involves drawing a clear distinction between two opposing groups: “us,” representing the politician’s supporters or aligned values, and “them,” representing opponents or a perceived threat. By leveraging this divide, politicians can rally their base, strengthen group identity, and create a sense of unity and urgency. However, it’s a double-edged sword that must be used carefully to avoid deepening harmful societal divisions. Here’s How to create “us vs them” in politics effectively in political communication.
1. Define a Common Enemy
At the core of the “us vs. them” strategy is defining a common enemy or opponent. This “them” can be an external group, an ideology, or a specific policy that poses a threat to the audience’s values, security, or well-being. By positioning your opponents as harmful or wrong, you automatically frame “us” as the righteous, logical, and morally superior side.
2. Appeal to Group Identity
To effectively create an “us vs. them” dynamic, it’s crucial to appeal to the group identity of your audience. People have a deep psychological need to belong to a group, and politicians can tap into this by highlighting shared values, beliefs, or backgrounds. This helps create a sense of in-group loyalty and strengthens the bond between the speaker and the audience.
3. Polarize the Debate
A key element of the “us vs. them” strategy is the polarization of the debate. By simplifying complex issues into two opposing sides, politicians make it easier for voters to choose a side. This often involves reducing issues to their most basic, emotional elements, which can push voters to see the other side as not just wrong, but dangerous or morally inferior.
4. Create a Sense of Urgency
Once you’ve established the “us vs. them” dynamic, it’s crucial to emphasize urgency. Politicians often use this tactic to make voters feel that immediate action is required to protect “us” from “them.” The goal is to create a narrative that suggests that failure to act could result in grave consequences for the in-group.
5. Use Language to Reinforce the Divide
Language plays a critical role in reinforcing the “us vs. them” divide. Carefully chosen words can strengthen group identity and frame opponents in a negative light. Terms like “we,” “our people,” or “patriots” emphasize unity within the group, while words like “they,” “enemy,” or “outsiders” heighten the sense of danger or otherness associated with the opposing group. By using language that fosters an emotional response, politicians can keep the divide alive and maintain the sense of loyalty and vigilance within their base.
Conclusion
The “us vs. them” strategy is a potent tool in political persuasion, used to rally supporters, create unity, and foster a sense of urgency. By defining a common enemy, appealing to group identity, polarizing the debate, creating a sense of urgency, and using targeted language, politicians can effectively frame their arguments and galvanize their base. However, it’s important to wield this strategy responsibly, as overuse or extremism can deepen societal divisions and create long-lasting harm. When used wisely, “us vs. them” can be a powerful force in winning political support and inspiring action.
