In February 1967, an unusual story surfaced via the Associated Press. A student in Corvallis, Oregon, attended classes for weeks while dressed entirely in a large black bag. While one might assume this was a prank, the longevity and nature of the act suggested something deeper.

The instructor, Charles Goetzinger, was teaching persuasive speaking, and this mysterious "Black Bag" remained in the back of the room throughout the semester, contributing nothing, yet present at every lecture.

Was Goetzinger attempting to convey a profound lesson? If so, he was ahead of his time, predating the release of Star Wars by a decade. Was it a statement against conventional norms? If so, the individual never clarified their intent.

Only Goetzinger knew the identity of "Black Bag," and he chose to keep it a secret. Observers assumed "Black Bag" was male based solely on the visible feet.

Perhaps the purpose was to illustrate how society might benefit from shedding identities altogether—a sentiment I personally resonate with as a Medium Penguin.

For an entire semester, "Black Bag" showed up for lectures without engaging socially, leaving promptly when the class ended. The actions of this singular figure yielded significant insights into human behavior, influencing decisions ranging from breakfast cereal choices to voting preferences.

The Emergence of a Flaw in Democracy

Introducing Robert Zajonc

Professor Robert Zajonc, an academic at the University of Michigan, found the story intriguing as it aligned with his research. He examined the shift from initial rejection to eventual acceptance.

Zajonc noted that "Black Bag" faced social exclusion initially. Regardless of the era's prevalent substances, students felt uneasy about a stranger in a bag occupying their class. However, as time passed, their discomfort transformed into curiosity, ultimately leading to a form of inclusion. By semester's end, "Black Bag" had fostered a unique sense of belonging simply by being present.

"Black Bag" exemplified aloofness, offering nothing beyond their presence. Zajonc posited that familiarity could breed affection. In his pivotal experiments, he presented participants with various images multiple times, discovering that repeated exposure led to increased likability.

This phenomenon, known as the Mere Exposure Effect, was documented in his 1968 paper "Attitudinal Effects of Mere Exposure." The implications are evident in marketing strategies—supermarkets now position products at eye level because consumers tend to favor what they recognize.

Picture yourself in an unfamiliar country, unable to understand the language or read the signs. Hungry and overwhelmed, spotting the familiar golden arches of McDonald's brings a sense of relief, prompting you to order something even if fast food isn't typically your preference.

The Dangers to Democracy

It's crucial to recognize that democracy is not a static entity; it evolves and adapts as society changes. The rise of social media and reality television has intensified the Mere Exposure Effect, allowing celebrities to gain political influence in unprecedented ways.

Previously, recognition came from reading about politicians or hearing their speeches. Now, widespread familiarity can stem from constant media exposure. The public's affection for figures like Trump, who garnered billions in free publicity, blurs the lines between celebrity and politics.

As more celebrities enter the political arena, we risk prioritizing popularity over competence. Boris Johnson's ascent to Prime Minister epitomizes this trend, as he leveraged media presence to secure public favor despite his qualifications.

The merging of celebrity culture with politics raises concerns. Social media has transformed individuals into brands, often reinforcing superficial recognition over substantive qualifications. With billionaires controlling much of this landscape, it's likely we'll witness more celebrities pursuing political careers.

The skills needed for popularity don't necessarily align with those required for effective governance. If the trend continues, voters may favor recognizable figures over qualified candidates, leading to a societal shift from meritocracy to a "meme-ocracy."

Reflections on 'Black Bag'

"Black Bag" symbolized a precursor to today's celebrity culture. If one possesses a gimmick that captures attention, they can create a presence in their social sphere. Influencers understand this dynamic; maintaining visibility leads to increased popularity, a realization that can be dangerous in the hands of those lacking integrity.

Exposing children to a constant stream of celebrity-driven opinions can undermine democratic values. As power, wealth, and celebrity intertwine, the essence of liberal democracy faces threats. As society navigates these challenges, we must remain vigilant, recognizing that mere presence, like that of "Black Bag," can have profound implications.

For Further Insights on Democracy's Perils