Kurt Gray, a social psychology professor at the University of North Carolina, Chapel Hill, challenges the conventional wisdom about persuasion in his latest book, "Outraged: Why We Fight About Morality and Politics and How to Find Common Ground." Gray argues that the widespread belief in the power of facts to sway opinions is a significant misconception. Despite being aware of research findings and studies that support a particular claim, people often choose not to believe them. A 2018 report published in the Journal of Management reinforces this observation.
In his book, Gray offers practical advice on how to engage in more effective conversations with those holding opposing views. He identifies three steps for improving discourse, beginning with understanding the other person's motivation. Gray suggests approaching discussions with genuine curiosity, asking questions to uncover how they arrived at their conclusions. This approach contrasts sharply with the common practice of entering conversations with the sole intention of "winning" the argument.
"A big mistake we make is that we think facts are powerful and that they sway people." – Kurt Gray
Gray's research and experience reveal that facts alone do not hold the persuasive power many assume. In today's media landscape, individuals exist within different "media ecosystems," leading to disagreements over what facts are deemed true.
"You say your facts to the other person and then they say, 'Well those aren't right. Those aren't true. Those are made up,'" – Kurt Gray
"Because we live in different media ecosystems about what facts are true, facts don't have the same kind of currency that they might've had before." – Kurt Gray
By understanding the motivations behind differing viewpoints, one can begin to see issues from another perspective, facilitating the discovery of common ground. Gray emphasizes that people are fundamentally driven by a desire to protect themselves and their loved ones, though they may focus on different perceived threats.
"We are all just trying to protect ourselves and our family and our kids and our society," – Kurt Gray
"But we're just fixated on different harms." – Kurt Gray
Gray's insights provide a framework for navigating complex moral and political discussions. His book delves into why people become entrenched in these debates and offers strategies for fostering understanding and cooperation.