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Tribal Psychology

Us and them. That's the oldest programme running in your brain — and the easiest one to hijack.

Humans are wired to divide the world into in-groups and out-groups. People like us, and people not like us. This made sense on the savannah, where strangers could be genuinely dangerous. It makes far less sense in a world where "the other side" is just someone with a different newspaper subscription, but your brain doesn't care about context. The programme runs the same way it always has.

Once someone is in your out-group, everything changes. Their motives become suspicious. Their mistakes become evidence of character flaws. Their successes feel threatening. Meanwhile, your in-group gets the opposite treatment: good intentions are assumed, mistakes are forgiven, and loyalty is rewarded above accuracy. You don't evaluate arguments — you evaluate jerseys.

Every system that wants to control you exploits this. Politicians need enemies. Media needs conflict. Algorithms need engagement. And nothing drives engagement like outrage at "them." You're not being informed — you're being sorted into a team and handed a script.

The tribal instinct itself isn't the problem. Connection and belonging are real human needs. The problem is when someone else decides which tribe you're in and who you should be angry at. When your sense of "us" comes with a pre-packaged "them," someone is profiting from the division.

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