In our extremely integrated and interconnected world, our beliefs are shaped by the influences around us. Potentially without realizing it, we may be swayed by popular opinions. This is called the “Bandwagon Effect”. The Bandwagon Effect is: “a type of cognitive bias where we believe events, ideas, and trends solely because a large majority of people believe it” (Shikhrakar). At times, it can be incredibly difficult not to fall into the trap of believing just because others do, and as we talk about elections, it is important to ask ourselves if this phenomenon seeps through to individuals who are considering who they should vote for.
At the basis, the danger of bandwagoning comes from the idea that it engages individuals in the ideas of others, allowing people to avoid having to form their own personal opinions. People do not do their own research or become familiar with the important and fundamental aspects of a candidate’s policies, the legislature that is being pushed, and who exactly they are voting for because they grasp onto the opinions of others.
With the modernization of technology and the rise of many different social media platforms, people gain knowledge of world events through social media. A recent study shows that “over half of U.S. adults (54%) say they at least sometimes get news from social media” (“Social Media and News Fact Sheet”). The overwhelming social media presence contributes to the bandwagon effect which targets individuals who are looking for more information to contribute to their voting decision. This is due to particular ideas and biases pushed through which influence others’ decisions. The bias comes from many factors. For example, in the United States, where you live influences the types of advertisements or political campaigns you consume. An article from CNN states: “political campaigns are slicing and dicing online groups of voters based on very specific interests” (Tolan).
These continuous pushes of certain advertisements, commercials, or endorsements become almost a trending movement and during many trending movements the masses may be observed advocating for beliefs and opinions that are not necessarily important to them or for which they are not well informed. Behind this advocation for opinions not necessarily their own, there is a level of societal pressure. As people continue to view the same type of endorsement for a candidate or certain piece of legislature, they may feel pressured to feel as though it’s what they should vote for, and thus they “hop onto” the bandwagon.
It is important that individuals can voice their opinions and contribute to the potential debate or speech surrounding elections, but it is even more important that individuals are forming their own opinions, doing their own research, and not just falling victim to the bandwagons they see. By understanding the power that outside influence can hold on decisions made by voters, we better understand that individual critical thinking is vital to a healthy democracy.
I’m Veronika. I grew up in the US but am half-Italian, half-Polish. I’m a first-year BIEM student and am interested in not only economics, but fashion, politics, books, and getting to know the community around me.
