Nicholas Kristof has a great piece in today’s NYT (behind the damn paywall) about why it’s so hard to galvanize attention onto mass suffering.
It could be quickly converted into a piece explaining why pictures of cute polar bears — especially cute baby polar bears — work so much better at getting people to pay attention to environmental problems than anything that actually shows their real scope.
Hmmm, I’m going to have to stop talking about the problems inherent in jet travel as a mass problem … now I’m thinking pictures of orphaned baby polar bears with small jets visible in the top of the photos, with a caption like:
“Why didn’t someone tell us that flying to see our Mom would help drown theirs?”
Excerpts from the Kristof piece after the jump.
Finally, we’re beginning to understand what it would take to galvanize President Bush, other leaders and the American public to respond to the genocide in Sudan: a suffering puppy with big eyes and floppy ears.
That’s the implication of a series of studies by psychologists trying to understand why people — good, conscientious people — aren’t moved by genocide or famines. Time and again, we’ve seen that the human conscience just isn’t pricked by mass suffering, while an individual child (or puppy) in distress causes our hearts to flutter.
Not surprisingly, people were less likely to give to anonymous millions than to Rokia. But they were also less willing to give in the third scenario, in which Rokia’s suffering was presented as part of a broader pattern.
Evidence is overwhelming that humans respond to the suffering of individuals rather than groups. Think of the toddler Jessica McClure falling down a well in 1987, or the Lindbergh baby kidnapping in 1932 (which Mencken described as the “the biggest story since the Resurrection”).
Even the right animal evokes a similar sympathy. A dog stranded on a ship aroused so much pity that $48,000 in private money was spent trying to rescue it — and that was before the Coast Guard stepped in. And after I began visiting Darfur in 2004, I was flummoxed by the public’s passion to save a red-tailed hawk, Pale Male, that had been evicted from his nest on Fifth Avenue in New York City. A single homeless hawk aroused more indignation than two million homeless Sudanese.
One experiment underscored the limits of rationality. People prepared to donate to the needy were first asked either to talk about babies (to prime the emotions) or to perform math calculations (to prime their rational side). Those who did math donated less.
If President Bush and the global public alike are unmoved by the slaughter of hundreds of thousands of fellow humans, maybe our last, best hope is that we can be galvanized by a puppy in distress.