Also known as "plain folks," this technique establishes a bond with the audience by portraying the speaker as relatable and in tune with their everyday experiences. By emphasizing shared values and struggles, the speaker can establish trust and likability, making their message more persuasive and credible. This approach fosters a sense of familiarity and authenticity, positioning the speaker as “one of us.”
This technique is effective because it appeals to the human tendency to trust those who seem similar to ourselves. Social identity theory explains that individuals are more likely to feel connected to people who they perceive as part of their “in-group.” When a speaker presents themselves as relatable and aligned with the audience’s values, they tap into this dynamic, creating a sense of shared identity and trust.
Additionally, the halo effect
- the cognitive bias that occurs when the perception of a single positive characteristic of a person extends to broader judgments about them, their ideas, or their abilities.
enhances the effectiveness of this technique. When a speaker appears likable or relatable, audiences are more inclined to view their message as credible and trustworthy. The simplicity and authenticity associated with "common folk" persona resonate deeply, particularly in environments where audiences feel alienated by elites or out-of-touch authorities.
Common folk works by portraying the speaker as an ordinary individual who understands the audience’s challenges. For instance, a politician might highlight their humble upbringing or share personal anecdotes about struggling to make ends meet or raising their kids. These narratives help position them as relatable, even when their current lifestyle or status might suggest otherwise.
In marketing, brands often employ the common folk technique to connect with consumers. These campaigns avoid using polished celebrities or high-profile figures, as they might seem out of touch with the audience. Instead, they feature actors or real customers who resemble the audience in lifestyle, appearance, or values. A commercial may depict an “everyday person” praising a product, implying that if it works for them, it will work for everyone. This strategy not only makes the product feel accessible but also builds trust by framing it as a practical choice made by ordinary individuals.
Exposing the technique can be difficult because its success relies on emotional resonance rather than factual accuracy. Even when the speaker’s claims about their relatability are exaggerated or contrived, audiences may still respond positively if the narrative aligns with their experiences. Critiquing the technique often risks alienating the audience, as calling out its manipulative nature can be interpreted as an attack on the values the speaker claims to embody.
Furthermore, common folk is often subtle, making it challenging to distinguish genuine relatability from deliberate manipulation. For example, a politician wearing casual clothing at a public event may genuinely aim to connect with constituents—or they may be employing the technique. Without clear evidence of insincerity, exposing this strategy can be tricky, as the line between authenticity and strategy is often blurred.
To recognize common folk, pay close attention to how a speaker frames their personal experiences or background. Do they seem to be deliberately attempting to downplay their privileges or status to appear more relatable? Ask yourself: Does the speaker’s lifestyle, background, or actions align with the identity they are presenting? By staying alert to these cues, you can assess whether their relatability is authentic or a calculated use of common folk.
