[Book Review] Even When You Tell the Truth, "That's a Lie"... The Two Faces of 'Tribal Instinct'

Tribal Instinct That Led to the 2002 World Cup Legend
Divided Into Peer, Ancestor, and Hero Instincts
Peer Instinct Helped Make Singapore a Model of Integrity
But Excess Can Lead to Anthropocentric Tribalism
Fueling Conflicts Like U.S. Election Fraud Allegations
Ancestor and Hero Instincts Can Inspire Victory in War
But Also Give Rise to Cults of Personality
And Tragic Mass Atrocities Based on Race or Religion

The legendary achievement of South Korea reaching the semifinals in the 2002 World Cup is widely attributed to the leadership of coach Guus Hiddink. Hiddink recognized that the Confucian-based culture of saving face within the Korean national team was limiting players' performance, and he made concerted efforts to break down these barriers. He implemented measures such as having senior and junior players share rooms and banning the use of honorific language, among other initiatives. Ultimately, these efforts paid off.

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Michael Morris, a world-renowned cultural psychologist and professor at Columbia Business School and the Department of Psychology, explains that the 2002 World Cup legend achieved under Hiddink was the result of effectively utilizing the 'tribal instinct.' The 'tribe' is described as a 'large-scale community connected by the glue of shared cultural knowledge,' extending beyond kinship-based clans to become a 'knowledge solidarity group.' This instinct is characterized by the desire to imitate peers, model oneself after heroes, and inherit traditions-traits which Morris categorizes as the peer instinct, hero instinct, and ancestor instinct, respectively.

The peer instinct refers to the 'adaptation process of imitating habits shared by the majority.' This can lead to crowd psychology, where people conform to group norms. Morris emphasizes that the outcomes can vary dramatically depending on the standards set, and that the right or wrong standards can lead to vastly different results. For example, Lee Kuan Yew, when founding Singapore, sought to eradicate widespread bribery practices such as 'Suap' and 'Kumshaw.' He adopted English as the official language and changed the uniforms of port officials-who were notorious for corruption-from the traditional baju kurong to British naval cadet uniforms, prompting a shift in mindset. As a result, bribery gradually declined, and as this new consciousness spread, Singapore became one of the world's most transparent countries.

Kodak is a brand that skillfully leveraged the peer instinct for commercial success. Until the early 20th century, people considered it natural to take solemn photos at studios, often saying 'prunes' to create a tight-lipped expression. However, Kodak promoted the slogan 'Save your happy moments with Kodak,' encouraging people to capture smiling moments. The practice of saying 'cheese' to create a smile also began at this time. By providing cameras to schools and institutions, Kodak fostered positive experiences, and as a result, American photo poses shifted to smiling faces in the early 20th century.

However, when the peer instinct becomes excessive, there is a risk of falling into 'anthropocentric tribalism.' This involves the false belief that one's own convictions are based on facts while accusing others of having distorted beliefs. Conforming to one's in-group becomes more important than seeking the truth. Morris notes that conflicts arising from political polarization in the United States, such as allegations of election fraud and various lawsuits, are not much different from the situation in Korea.

Is there a solution? Morris introduces an intriguing experiment: receiving ten news items daily from the opposing political camp for several months. The result? Paradoxically, the differences in opinion widened, and mistrust deepened. This was due to the activation of 'defense mechanisms.' Morris explains, "When the political orientation of the signal sender is too pronounced, people adopt a defensive posture and block out learning from the opposing side. The lesson is that when the other party is approached as a person, rather than being emphasized as part of the opposing camp, people are more willing to listen." He advises that instead of engaging in direct dialogue with the 'other side,' it is more helpful to build long-term relationships around non-political topics such as food or coffee.

While the peer instinct encourages conformity within the in-group, the ancestor (hero) instinct inspires a desire to emulate respected figures. Morris introduces the case of Israel's victory in war after its founding in 1948, when five neighboring countries invaded. He cites the story of Jewish rebels at the Masada fortress during the Roman occupation in 72 AD, who chose death over capture. The Israeli government later reconstructed this story, rallying people with the slogan, "Masada will not fall again." The drive to uphold tradition, fueled by the ancestor instinct, ultimately led to victory in war.

However, the ancestor and hero instincts can also lead to the cult of personality, trapping individuals in the snares of pseudo-religions. Morris details the recruitment process of Sun Myung Moon's Unification Church, which combines elements of Christianity and Confucianism. Recruiters would approach lonely individuals in universities or parks, invite them to small group meetings to deliver so-called 'love bombing,' then gradually cut them off from family and friends, and intensively indoctrinate them with praise for Moon and his mission. Morris warns, "When isolated from the outside world and placed in an environment filled with approval signals for a single hero, people become helplessly swept up in blind adulation. Historically, this has led to tragedies such as mass genocide based on race or religion."

Despite being a foreign publication, the book contains numerous references to Korea, including the 2002 World Cup and the Unification Church. A representative from Bookie Publishing explained, "The author has a deep interest in Asian culture and has conducted extensive research in the area." The book also explores other fascinating topics such as the rise and fall of Prohibition, and how TV dramas in Brazil have influenced birth and divorce rates. However, the suggestion that the way to escape from a cult is to infiltrate a charismatic 'true believer' who then leaves with public attention, prompting others to follow, seems questionable in terms of feasibility.

Tribal Instinct | Written by Michael Morris | Translated by Jeon Miyoung | 452 pages | Bookie