Nauseating Displays of Loyalty (Towards a General Theory of Sycophancy and Related Phenomena)

An anonymous reader points me to a very interesting paper by Victor Shih on "'Nauseating' Displays of Loyalty: Monitoring the Factional Bargain through Ideological Campaigns" (Journal of Politics 2008, vol. 70(4) pp. 1177-1192 [ungated]):

Autocrats, as factional patrons, only find out the true loyalty of clients during a serious political challenge, when they are least able to enforce the factional bargain. In autocracies with norms against cults of personalities, public, exaggerated praises may constitute an alternative way for clients to signal loyalty credibly. By suffering the social cost of being despised by others, sycophants credibly signal their affinity to a particular leader, thus deterring factional rivals from recruiting them into an alternative coalition. This article develops a measure of such displays of loyalty in China through content analysis of provincial newspapers between 2000 and 2004. OLS and PCSE estimations are used to inquire whether provincial faction members were more likely to echo an ideological campaign launched by their patron. Further analysis explores whether faction members in rich and poor localities echoed the campaign in different ways. The findings suggest that ideological campaigns function as radars that allow senior leaders to discern the loyalty of faction members.

The argument here is in interesting contrast to what I was trying to say in the post on cults of personality. The problem with cults of personality is that the "signal" of loyalty the dictator gets from followers is often uninformative: if everyone says that the dictator is a god, then the dictator cannot distinguish who is loyal (who will stand by him in a crisis, or at least not rebel if given the opportunity) and who is not. Mere praise in such circumstances is "cheap talk." So the leader has a incentive to develop some ways of making praise costly if it is to serve as a signal of loyalty (where loyalty is understood as a certain level of commitment to support the dictator, or at least not to support challengers). But where can this cost come from?

In my post on cults of personality, I argued that the cost comes precisely from the very dynamics of the strategic situation: because the dictator knows that the extravagant praise is uninformative as a signal of loyalty, he demands ever more bizarre performances, and in particular demands that one denounce those who show insufficient enthusiasm for the ever more bizarre performances. To the extent that most people do find it costly to deny reality and denounce others (especially if those others are friends and family), the signals retain some information about the level of commitment of the population to support him, or at least to acquiesce in his rule (given also the costs of not praising the dictator). The level of extorted praise serves as a gauge of the effectiveness of extortion. (Especially when the extorted praise includes denunciations of others: this is what it means in practice to support the dictator, i.e., to be loyal. It has little to do with liking the dictator).

To be sure, as Bernard Guerrero notes here in an interesting response, it is possible that what happens is that you get a sort of "arms race," where ever more bizarre performances are required as old performances lose their information content (because everyone eventually does them). Yet it does not necessarily follow that the signals from the cult lose all their informational value immediately; and as many dictators well know, a cult of personality has to be constantly refreshed. Propaganda is never-ending work. Moreover, even if the cult does not work well as a gauge of support, it can still produce loyalty directly (if some fraction of those exposed to it come to believe in the leader's charisma, which increases their commitment to support him) and it can prevent coordination, so that even if people actually hate the dictator, the cult still prevents them from plotting to overthrow him because they can't gauge other people's feelings. (For a somewhat different if related take on this, emphasizing the ways in which cults implicate the population into supporting the ruler even when they do not actually believe in the leader's charisma, see Lisa Wedeen's superb piece on Syria's Hafez al-Assad and his cult of personality, also recommended to me by a reader. The anecdote that opens the piece is priceless).

Which of these functions of the cult of personality as a tactic of power (gauging loyalty, producing loyalty, and preventing coordination) is most important is a complex question, whose answer probably depends on particular features of the strategic situation facing the dictator. (I'm writing a paper on the topic, so I hope to come to more definite conclusions in the future). I suspect, however, that the direct production of loyalty is the least important function; it seems exceedingly unlikely that calling Assad pere "the World's greatest dentist," as a friend told me apparently happened in Syria in the 80s, was ever seriously intended to persuade people of his charisma. Moreover, I think (for reasons that will become clearer in a second) that perhaps cults of personality are most useful to the dictator when he fears revolutionary threats (threats from outside the ruling elite) more than he fears coups (threats from inside the ruling elite), perhaps because he has been able to sufficiently consolidate his power at the expense of this elite. (Though there's a chicken-egg problem here, for the cult of personality also seems useful as a tactic to consolidate power, as it appears happened in Mao's China and Qaddhafi's Libya). There is after all a tension between the loyalty-gauging and the coordination-prevention uses of the cult, because the cult works best to prevent coordination when the costs to not praising the dictator are much higher than the costs of praising him, whereas it works best to gauge loyalty when the costs of praising him are not insignificant (though both costs could be and normally are high: not praising may entail jail or worse, but praising may entail denouncing loved ones or engaging in humiliating behavior). This means that the dictator may wish to relax the cult if he needs to gauge the loyalty of his close followers (who will help him against his people) more than he needs to prevent coordination among them. One might add that dictators don't always need very precise knowledge of the level of loyalty of the general population (and at any rate there are often other indicators of their likely level of loyalty, like protests, informers, surveys, the level of unemployment, etc.), in which case the coordination prevention and loyalty production functions of the cult becomes more useful vis a vis the general population than its loyalty-gauging uses.

Shih's paper nevertheless helps us understand how mechanisms similar to the cult of personality can help autocratic leaders gauge the loyalty of their close followers (not so much of the population as a whole). His focus is on the "ideological campaigns" that one sees in many communist countries, and especially in China, such as the "Three Represents" campaign during Jiang Zemin's tenure (opening the party to businessmen), or the "Harmonious Society" campaign that is still going on. Such campaigns typically present the thoughts of some particular leader as some momentous and utterly brilliant contribution to philosophy, and they constitute a standing invitation to sycophants, who say things like this:

‘Comrade Jiang Zemin’s thought concerning the "Three Represents" is like a giant building that overlooks the whole situation and contains rich content and deep meanings. It is a creative usage and development of Marxist theory and is strongly theoretical, scientific, creative, and practical. (Yang Yongliang, the vice-secretary of Hubei, quoted by Shih).

But how is this sort of thing useful to leaders? The problem a leader faces here is that he needs to cultivate his supporters by paying them in various forms; but until the chips are down, he does not necessarily know who will in fact help him in such circumstances, because there are no regular opportunities to test their loyalty (like elections in democracies), and after a crisis he may not be around to punish actual disloyalty. So the leader really does need to gauge the loyalty of his clients if he fears potential revolt from below or attacks from other factions, but even extravagant praise does not reliably indicate a credible commitment to support him in times of crisis.

Shih argues that in modern China (post-Mao) extravagant praise has retained its informational value as a signal of loyalty precisely because top leaders have supported norms against cults of personality (a norm that existed before Mao consolidated his power and which was supported by the top leadership after he died as a preventive measure against attempts to concentrate power in similar ways). When there is a norm against cults of personality, the stigma of violating it (and being known as a groveller) is a sufficient cost to ensure that the "praise" really is a credible signal of loyalty to a patron, especially when there are few other options to provide credible signals of loyalty (like, e.g., providing business opportunities for the leader's family or extending extravagant "hospitality" to the leader when he comes to visit your city). The norm seems to exist not only or even at all to prevent concentrations of power, but because top leaders gather useful information from its violation. So leaders launch "ideological" campaigns (like the "Three Represents" campaign) in order to see who will violate the norm against cults of personality.

This is a very clever piece of research. The key fact that Shih exploits to support his thesis is the degree of variation in the extent to which ideological campaigns are echoed by party newspapers around China. In particular, he shows that during the "Three Represents" campaign, newspapers in provinces linked to Jiang Zemin's clients were much more likely to echo it than other newspapers, but only if the province apparatchiks had few other means to signal support. So party newspapers in richer provinces (like Shanghai) which could offer Jiang other signals of support (like business opportunities for his family members or special hospitality when he came to visit) were less likely to exhibit "nauseating" displays of loyalty (the phrase comes from one of the people Shih interviewed, and reflects the anti-cult of personality norm current in today's China) than party newspapers in poorer provinces (which were more dependent on central government support), allowing Jiang to keep tabs on the loyalty of his poorer clients. And in provinces which were not linked to his faction, there were far fewer nauseating displays of loyalty. (One could quibble with a few things. For one, I am unsure how good Shih's measures of whether a province's leaders could be said to be part of Jiang's faction are. But I'm no China specialist. And there is a question as to how useful those extreme displays of loyalty really are to the leader).

The more interesting general point that comes out of these sorts of studies, for me, is how little traditional ideas about "legitimacy" matter for explaining support in all sorts of regimes. Support seems explainable in many cases as a result of signalling equilibria, whereas the traditional Weberian ideas about traditional, charismatic, and rational legitimacy seem to play little role. In fact, I have a hunch - not well developed - that one could understand what is traditionally called "legitimacy" in terms of various sorts of signalling equilibria, and not much would be lost. But that would require a much longer post to explain, and perhaps a paper.

A Simple Model of Cults of Personality

(Apropos of nothing in particular, though this article on Gaddafi’s cult of personality and this article on the indoctrination of children at a school in Libya probably had something to do with it. I’m also lecturing tomorrow on the mechanisms of control used by dictators, and this is something I might want to tell my students; writing helps for self-clarification).

Cults of personality are hardly ever taken seriously enough. They are often seen as a sort of bizarre curiosity found in some authoritarian regimes, their absurdities attributed to the extreme narcissism and megalomania of particular dictators, who wish to be flattered with ever greater titles and deified in ever more grandiose ways. And it is hard not to laugh at some of the claims being made on behalf of often quite uncharismatic dictators: not only is Kim Jong-il, for example, the greatest golfer in the world, but he also appears to have true superhero powers:

In 2006 Nodong Sinmun published an article titled ‘‘Military-First Teleporting’’ claiming that Kim Jong-il, ‘‘the extraordinary master commander who has been chosen by the heavens,’’ appears in one place and then suddenly appears in another ‘‘like a flash of lightning,’’ so quickly that the American satellites overhead cannot track his movements. (Ralph Hassig and Kongdan Oh, The Hidden People of North Korea, p. 55).

To the extent that cults of personality are taken seriously, moreover, they are often analyzed in terms of their effects on the beliefs of the people who are exposed to them. Thus, the typical (if at times implicit) model of how a cult of personality “works” is one in which people are indoctrinated by exposure to the cult propaganda and come to believe in the special qualities of the leader, no matter how implausible the claims, simply because alternative sources of information about the leader do not exist. On this model, the cult of personality creates loyalty by producing false beliefs in the people, and the best way of combating its effects is by providing alternative sources of information. Even scholars who are well aware of the basic unbelievability of cults of personality often speak as if their function were to persuade people, even if they fail to achieve this objective. Hassig and Oh, for example, write that “[e]ven in North Korea few people have been convinced by this propaganda because since Kim came to power, economic conditions have gone from bad to worse” (p. 57) which makes it seem as if the main purpose of the cult of personality were to convince people of the amazing powers of Kim Jong-il.

But this way of thinking about cults of personality misses the point, I think. Not because it is entirely wrong; it is certainly plausible that some people do come to believe in the special charisma of the leader because they have been exposed to the propaganda of the cult since they were children, though the evidence for this is scarce. In Lenin’s Tomb, David Remnick’s compulsively readable account of the last days of the Soviet Empire, one occasionally comes across descriptions of such people, usually elderly men and women who reject or rationalize any and all evidence of Stalin’s “errors” and hang on to their belief in Stalin’s godlike powers. Remnick also tells many stories of people who claim that they used to believe in Stalin but lost their faith gradually, like groupies who eventually outgrow their youthful infatuation with a band. And there is evidence that significant numbers of Russians (how many exactly it’s hard to say) remain “proud” in some sense of Stalin, though this “pride” in Stalin appears to have much less to do with Stalin’s actual cult of personality than with Stalin’s supposed achievements as a leader (e.g., winning WWII, industrializing the country, making Russia into a “high status” country that needed to be taken seriously on the world stage, etc.). Identification with a leader can be a form of “status socialism,” a way of retaining some self-respect in a regime that would otherwise provide little except humiliation. Yet, though I do not want to deny that cults of personality can sometimes “persuade” people of the superhuman character of leaders (for some values of “persuade”) or that they draw on people’s gullibility in the absence of alternative sources of information and their need for identification with high status individuals, they are best understood in terms of how dictators can harness the dynamics of “signalling” for the purposes of social control.

One of the main problems dictators face is that repression creates liars (preference falsification, in the jargon), yet it is necessary for them to remain in power. This is sometimes called the dictator’s dilemma: it is hard for dictators to gauge their true levels of support or whether or not officials below them are telling them the truth about what is going on in the country because repression gives everyone an incentive to lie, yet they need repression if they are to avoid being overthrown by people exploiting their tolerance to organize themselves. Moreover, repression is costly and works best when it is threatened rather than actually used. All things considered, then, a dictator would often prefer to minimize repression – to use it efficiently so as to minimize its distorting effects on his knowledge and on its effectiveness. He can either allow relatively free debate, and run some risk of being overthrown (this happens especially in poor dictatorships which cannot construct a reliable monitoring apparatus, as Egorov, Guriev, and Sonin show [ungated]), or he can use repression and risk being surprised by a lack of support later.

Here is where cults of personality come in handy. The dictator wants a credible signal of your support; merely staying silent and not saying anything negative won’t cut it. In order to be credible, the signal has to be costly: you have to be willing to say that the dictator is not merely ok, but a superhuman being, and you have to be willing to take some concrete actions showing your undying love for the leader. (You may have had this experience: you are served some food, and you must provide a credible signal that you like it so that the host will not be offended; merely saying that you like it will not cut it. So you will need to go for seconds and layer on the praise). Here the concrete action required of you is typically a willingness to denounce others when they fail to say the same thing, but it may also involve bizarre pilgrimages, ostentatious displays of the dictator’s image, etc. The cult of personality thus has three benefits from the point of view of the dictator (aside from stroking his vanity):

1.       When everybody lies about how wonderful the dictator is, there is no common knowledge: you do not know how much of this “support” is genuine and how much is not, which makes it hard to organize against the dictator and exposes one to risks, sometimes enormous risks, if one so much as tries to share one’s true views, since others can signal their commitment to the dictator by denouncing you. This is true of all mechanisms that induce preference falsification, however: they prevent coordination.

2.       What makes cults of personality interesting, however, is that the more baroque and over the top, the better (though the “over the top” level needs to be achieved by small steps), since differences in signals of commitment indicate gradations of personal support of the dictator, and hence give the dictator a reasonable measurement of his true level of support that is not easily available to the public. (Though you have to be willing to interpret these signals, and not come to actually believe them naively).

3.       Finally, a cult of personality can in fact transform some fraction of the population into genuine supporters, which may come in handy later. In a social world where everyone appears to be convinced of godlike status of the leader, it is very hard to “live in truth” as Havel and other dissidents in communist regimes argued.

To be sure, in order for a cult of personality to work, you must start small, and you must be willing to both reward (those who denounce) and punish (those who do not praise) with sufficient predictability, which presents a problem if control is initially lacking; there must be a group committed to enforcement at the beginning, and capable of slowly increasing the threshold “signal” of support required of citizens. (So some dictators fail at this: consider, e.g., Mobutu’s failures in this respect, partly from inability to monitor what was being said about him or to punish deviations with any certainty). But once the cult of personality is in full swing, it practically runs itself, turning every person into a sycophant and basically destroying everyone’s dignity in the process. It creates an equilibrium of lies that can be hard to disrupt unless people get a credible  signal that others basically hate the dictator as much as they do and are willing to do something about that.

There is a terrific story in Barbara Demick’s Nothing to Envy: Ordinary Lives in North Korea (pp. 97-101), which illustrates both how such control mechanisms can work regardless of belief and the degradation they inflict on people. The story is about a relatively privileged student, “Jun-sang,” at the time of the death of Kim Il-sung (North Korea’s “eternal president”). The death is announced, and Jun-sang finds that he cannot cry; he feels nothing for Kim Il-Sung. Yet, surrounded by his sobbing classmates, he suddenly realizes that “his entire future depended on his ability to cry: not just his career and his membership in the Workers’ Party, his very survival was at stake. It was a matter of life and death” (p. 98). So he forces himself to cry. And it gets worse: “What had started as a spontaneous outpouring of grief became a patriotic obligation … The inmiban [a neighbourhood committee] kept track of how often people went to the statue to show their respect. Everybody was being watched. They not only scrutinized actions, but facial expressions and tone of voice, gauging them for sincerity” (p. 101). The point of the story is not that nobody experienced any genuine grief at the death of Kim Il-sung (we cannot tell if Jun-sang’s feelings were common, or unusual) but that the expression of genuine grief was beside the point; all must give credible signals of grief or be considered suspect, and differences in these signals could be used to gauge the level of support (especially important at a time of leadership transition; Kim Il-sung had just died, and other people could have tried to take advantage of the opportunity if they had perceived any signals of wavering support from the population; note then the mobilization of the inmiban to monitor these signals). Moreover, the cult of personality induces a large degree of self-monitoring; there is no need to expend too many resources if others can be counted to note insufficiently credible signals of support and bring them to the attention of the authorities.  The only bright spot in all this is that dictators can become unmoored from reality - they come to believe their own propaganda - in which case they can be surprised by eruptions of protest (e.g., Ceausescu).