The effectiveness of deliberately being 'shameless' is becoming clear through business and elections.
Generally speaking, being 'shameless' is considered bad, and openly engaging in shameful behavior in public is met with criticism. However, as of 2019, author
Nadia Asparouhova | Shamelessness as a strategy
https://nadia.xyz/shameless
Asparuhova is a fan of a board game called ' Resistance: Avalon ,' which is similar to the Werewolf game . In the Werewolf game, players are divided into two camps: the villagers and the werewolves. The villagers must identify the werewolves and execute anyone they suspect, while the werewolves must pretend not to reveal their true identities and secretly kill the villagers.
Like Werewolf, Avalon is a game in which players are divided into two camps, 'Good' and 'Evil,' and try to spy on each other. Among the roles in the Good camp is 'Merlin,' who can find out who the Evil camp is. Although Merlin knows the breakdown of the Evil camp, if the Evil camp were to guess Merlin's true identity at the end of the game, the Evil camp would win, so Merlin cannot reveal his true identity and reveal the Evil camp.
Therefore, Merlin's general strategy is to use another good faction character, 'Percival,' as a decoy. Because Percival knows 'who Merlin is,' he secretly checks Merlin's words and actions during the game to figure out who the evil faction is, while at the same time misleading them by directing their attention towards himself.
However, a bolder strategy for Merlin is to 'pretend to be Percival, who is deliberately acting as if he is Merlin.' In this case, Merlin deliberately shows off what he knows, making the evil camp think, 'There's no way there's a Merlin so stupid as to openly say something that would reveal he's Merlin. This guy must be Percival.' In other words, by deliberately acting 'shamelessly,' he makes himself look foolish and steers the whole group in his favor.
Asparukhova argues that a 'shameless' strategy similar to Merlin pretending to be Percival is becoming mainstream, and she credits Paris
Born into a wealthy family, Hilton began modeling at a young age and rose to fame when a sex tape with her ex-boyfriend was leaked just before the broadcast of her reality show in 2003. Hilton didn't follow the 'common sense' rules for celebrities, and skillfully played the stereotype of the 'dumb blonde heiress,' making people believe she was actually stupid. People looked down on Hilton as 'self-centered and pretentious,' but she achieved great success as a pioneer of celebrity entertainment.
Hilton is one of those people who has achieved business success by deliberately behaving shamelessly, and a similar 'shameless' strategy was seen in the 2016 US presidential election . In that election, Republican candidate Donald Trump attracted attention with his radical and bold statements, which in turn led to criticism from established politicians, but Trump ultimately won. Asparukhova said, 'In 10 years, we'll look back on that election and realize it marked the beginning of an entirely new style of politics,' and predicted that politicians who cling to pre-2016 strategies will continue to struggle.
This strategy of shameless behavior seems counterintuitive, since humans instinctively want to punish shameless behavior. In fact, historically, shameless people have been punished, which has helped maintain cooperative societies. This is important for ensuring that people follow the same rules and maintaining social order.
However, in recent years, this structure has been broken down, and shameless behavior has become socially rewarding. Asparukhova speculates that this may be due to the blurring of 'social boundaries' in modern society.
When a community is limited in size, like a 'village' or 'aristocracy,' there is little movement in and out of the community, so being accepted into a particular community is highly valued. However, in today's online communities, in particular, the boundaries are blurred and people come and go very fluidly, so sanctions only serve to spread the signal that 'this kind of person exists.'
This signaling attracts people from outside who sympathize with the shameless person, so the sanctions that should be punishment have become 'flares launched straight into the night sky,' Asparukhova points out. While shameless behavior may be repulsive to people, if a new community is formed with 'believers' who sympathize with the behavior, it no longer matters whether they are hindered by existing communities.
'I'm not sure what the long-term impact of shameless behavior is, and I don't believe that everyone has to adopt this strategy to win (at least, I hope so), but I do believe that when you see your peers looking at someone with contempt or calling them 'shameless,' you should analyze their behavior a little more closely rather than dismissing them so casually,' Asparukhova said.
On the social news site Hacker News, Asparukhova's article has received a variety of comments.
Shamelessness as a strategy (2019) | Hacker News
One user pointed out that shameless behavior is a kind of ' counter-signaling ,' like when wealthy people choose to wear casual clothes to avoid investing in pretense. Another user commented that shamelessness and counter-signaling are different, but share the same underlying principle of being 'confident.'
Others commented that people like people who appear shameless because they want authenticity, that they are being themselves, and that Hilton's actions were less shameless and more like she 'made her own' the adversity .
One user pointed out that when considering a strategy of shameless behavior, one needs to consider the incentive structures and morality surrounding it.
Some users argue that when shame in everyday life ceases to be a self-regulation mechanism, arguments become heated as both sides label the other as evil. Others worry that shamelessness, like alcohol, amplifies a person's traits and increases the negative impact it has on others.
Another user pointed out that the structure of reality TV, where the more embarrassing or unpleasant something you do, the more attention you get and the more popular you become, and the view-based monetization mechanism, where even if you become unpopular, you can still make money if people pay attention to your video and watch it, may also be reasons why this shameless strategy is effective.
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