Bank like there’s no one watching

Martha Gill's Irrational Animals Column.

As Barclays prepares for an inquiry into its practices, 15 banks lined up behind it, Bob Diamond must be haunted by what he said at last year’s BBC Today business lecture: “Culture is difficult to define, I think it’s even more difficult to mandate – but for me the evidence of culture is how people behave when no one is watching.”

Well, we’re all watching now. Most of us are viewing with cynicism - with thoughts that sharp practice is fairly inevitable and that we’ll probably find more as the investigation unfolds. But perhaps we should all be more shocked. After all, we naturally treat others surprisingly fairly, even when given the power not to. What went so wrong here?
 
Here's a classic experiment that might help - it's known as the ultimatum game. In this game, you are given some money and one condition: you must share the money with another. If the other turns the money down, though, both of you lose it.
 
Now, the logical response to the condition is to offer your partner the smallest amount possible. They might be slightly annoyed, but at least they got something out of it. To the surprise of the economists who thought up the test, though, this is not what happened. Instead, subjects gave out far more money than they needed to.
 
What made them so generous? The researchers speculated that it was fear of rejection: they didn't want to make the other person angry enough to walk away from the deal. 
 
But what happens when the respondent’s power of rejection is taken away? A slight change to the ultimatum game turns it into the dictator game. In this version partner can simply dictate how much the other receives. No fear of rejection here - the second partner must just take what they are offered. But here again, the experimenters were surprised - dictators turned out to be unnecessarily generous. 
 
What's going on? It can't just be the fear of being turned down. One explanation that fits is that people have a sense of fairness. We simply don't want to act too selfishly. 
 

See no evil

 

But there was a way to change players’ commitment to fairness: isolation. When put in a separate room from their partners, with no access to their reaction, the dictators started handing out tiny amounts – the smallest they could get away with. The lethal combination of power and isolation seemed finally to put paid to their empathetic instincts. When no one was watching, they just didn’t care. 

Back to the bankers, then: we can’t expect people to act fairly or even legally if they are given a large amount of power in isolation from those affected by their decisions. We like to seem fair, but this only works with an audience. A culture where no one is watching is a culture doomed to corruption.
Shadowy figures. Photograph: Getty Images

Martha Gill writes the weekly Irrational Animals column. You can follow her on Twitter here: @Martha_Gill.

This article first appeared in the 09 July 2012 issue of the New Statesman, Honey, I shrunk the Tories

PewDiePie
Show Hide image

"Death to all Jews": Why Disney dropped YouTube's biggest star PewDiePie

The Minecraft vlogger turned internet celebrity's taste for shock comedy was too much for the family-focused corporation. 

Disney has cut ties with YouTube’s most-subscribed star after he paid two Sri Lankan men five dollars to hold up a sign that read “DEATH TO ALL JEWS”.

Feel free to read that sentence again, it’s not going anywhere.

A still from PewDiePie's video, via YouTube

PewDiePie, real name Felix Kjellberg, has over 53 million subscribers on YouTube, where his videos about gaming earned him over $15m last year. The 27-year-old, whose content is popular with children, came under fire this month after the Wall Street Journal investigated anti-Semitic comments in his videos. In one video, a man dressed as Jesus says “Hitler did absolutely nothing wrong”, while in another Kjellberg used freelance marketplace Fiverr to pay two men to hold up the offensive sign. The videos have since been deleted.

Jumpcut.

The Walt Disney Company became affiliated with PewDiePie after they bought Maker Studios, a network of YouTube stars, for nearly $1bn in 2014. Following the WSJ’s investigation, Maker dropped the star, stating: “Although Felix has created a following by being provocative and irreverent, he clearly went too far in this case and the resulting videos are inappropriate. Maker Studios has made the decision to end our affiliation with him going forward.”

When you sack a YouTube Star, makes no difference who they are.

Via Wall Street Journal

But why should the story stop there? Neo-nazi website The Daily Stormer are now defending PewDiePie, while the notoriously politically-incorrect 4Chan forum /pol/ have called him “our guy”.  

In his defence, Kjellberg wrote a blog post denying an affiliation with anti-Semitic groups and explained his actions, writing: “I was trying to show how crazy the modern world is, specifically some of the services available online.” In a video last December the star also said: "It's extremely annoying how I can't make jokes on my channel without anyone quoting it as actual facts, like something I actually said", before dressing as a soldier and listening to one of Hitler's speeches while smiling. 

Pause.

(If all of this sounds familiar, recall when disgraced YouTuber Sam Pepper claimed a video in which he groped unsuspecting females was a “social experiment”).

Play.

And yet the story still isn’t over. Disney have learned a hard lesson about assuming that YouTubers are the squeaky clean fairy-tale princes and princesses they often appear to be. Shay Butler, one of the original founders of Maker Studios, yesterday quit the internet after it was alleged he sent sexual messages to a cam girl via Twitter.

Butler is one of the original "family vloggers", and has spent nine years uploading daily videos of his five children to YouTube. A practicing Mormon, Butler has become emblematic of family values on the site. “My heart is sick,” he wrote on Twitter, neither confirming nor denying the allegations of his infidelity, “I have struggled with alcoholism for years… My purpose is to rehab.” 

The result is a very dark day for YouTube, which has now dropped Kjellberg from its premier advertising network, Google Preferred, and cancelled the second series of the star's reality show, Scare PewDiePie

Amelia Tait is a technology and digital culture writer at the New Statesman.