Introduction
The British public's widespread compliance with the Government's draconian diktats has arguably been the most remarkable aspect of the coronavirus crisis. The unprecedented restrictions on our basic freedoms - in the form of lockdowns, travel bans and mandatory mask wearing - have been passively accepted by the large majority of people. Despite the
lack of evidence for effectiveness of these extreme measures, and the growing recognition of their
negative consequences, it seems most of us continue to submit to the ongoing restrictions on our lives.
Why have we witnessed such capitulation?
A major contributor to the mass obedience of the British people is likely to have been the activities of
government-employed psychologists working as part of the 'Behavioural Insights Team' (BIT). After outlining the structure and stated remit of the BIT, I will describe the strategies deployed by this group of psychological specialists to shape our behaviours in line with the Government's public health approach to coronavirus. In particular, I will highlight the four main tactics used in their COVID-19 communication campaigns to 'nudge' us towards compliance:
a focus on the MESSENGER, EGO, AFFECT and NORMS (or 'MEAN' as an acronym), providing specific examples to illustrate how these influencers were put to work so as to get us to obey the Government's directives. Finally, the questionable ethics of resorting to these psychological interventions to promote compliance with an increasingly contested public health policy will be addressed.
The Behavioural Insights Team - structure and remit
The BIT was conceived in the Prime Minister's Office in 2010 as
'the world's first government institution dedicated to the application of behavioural science to policy' (
Hallsworth et al., 2018). It is collectively owned by the UK Government, Nesta (a charity that views itself as an 'innovation foundation' and a 'champion of radical thinking'), and BIT's own employees. According to the
BIT website, their team has rapidly expanded from a seven person unit working with the UK government to a 'social purpose company' operating in many countries around the world.
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