Reputation touches almost everything, guiding our behavior and choices in countless ways. But it is also shrouded in mystery. Why is it so powerful when the criteria by which people and things are defined as good or bad often appear to be arbitrary? Why do we care so much about how others see us that we may even do irrational and harmful things to try to influence their opinion? In this engaging book, Gloria Origgi draws on philosophy, social psychology, sociology, economics, literature, and history to offer an illuminating account of an important yet oddly neglected subject. Origgi examines the influence of the Internet and social media, as well as the countless ranking systems that characterize modern society and contribute to the creation of formal and informal reputations in our social relations, in business, in politics, in academia, and even in wine. She highlights the importance of reputation to the effective functioning of the economy and e-commerce. Origgi also discusses the existential significance of our obsession with reputation, concluding that an awareness of the relationship between our reputation and our actions empowers us to better understand who we are and why we do what we do.
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Gloria Origgi, a Paris-based philosopher, is a senior researcher at the Institut Jean Nicod at the National Center for Scientific Research. Her books include one on trust and another on the future of writing on the Internet. She maintains a blog in English, French, and Italian at gloriaoriggi.blogspot.com.
"This is a truly original, highly insightful, and highly readable book on a vital yet largely unexplored question: who do we trust, why should we trust, and how should we trust. Let's stop ignoring the expert problem. This is not a book, but the birth of a branch of applied knowledge."--Nassim Nicholas Taleb
"Having a good reputation is crucial for individuals, groups, and even objects. Through wide-ranging and well-crafted examples—from wine tasting to academic prestige—Gloria Origgi offers a grand tour of how the social sciences illuminate the process of reputation formation. Reputations might be imperfect, but they are unavoidable, and Origgi's book can help us make them more reliable."--Hugo Mercier, coauthor of The Enigma of Reason
"Fascinating, thought-provoking, and persuasive, this book deepens our understanding of the complexity and importance of reputation. Its engaging and accessible style ensures that the reader is never bored."--Carlo Invernizzi Accetti, City College of New York and the Institut d'Etudes Politiques, Paris
Preface to the English Edition, vii,
Acknowledgments, xiii,
1 How I See Myself Seen, 1,
2 Is Reputation a Means or an End?, 28,
3 "Somebody Told Me," or How Reputations Spread, 62,
4 Assessing Uncertainty: How Trustworthy Is a Reputation?, 86,
5 The Paradox of the "Top Specialist" and the Heuristics of Reputation, 113,
6 Homo Comparativus: Status, Honor, and Prestige, 147,
7 Information and Reputation: The Collective Intelligence of the Web, 171,
8 Experts and Connoisseurs: The Reputation of Wine, 195,
9 Academic Reputation, or Voluntary Epistemic Servitude, 216,
10 Reputation in Democracies: Instructions for Use, 241,
References, 255,
Index, 263,
How I See Myself Seen
Fear of losing his loved ones but also of losing himself, of discovering that behind his social façade he was nothing.
— E. CARRÈRE, THE ADVERSARY
He smiled understandingly, much more than understandingly. It was one of those rare smiles with a quality of eternal reassurance in it that you may come across four or five times in life. It faced — or seemed to face — the whole external world for an instant, and then concentrated on you with an irresistible prejudice in your favor. It understood you just as far as you wanted to be understood, believed in you as you would like to believe in yourself.
— F. SCOTT FITZGERALD, THE GREAT GATSBY
On January 9, 1993, in his house in the region of Gex, located between Switzerland and Jura, Jean-Claude Romand murdered his wife, his two children (ages five and seven), his parents, and their dog. He then tried to kill his mistress in the forest of Fontainebleau, where he had brought her for dinner, supposedly at the house of Bernard Kouchner, whom he did not know and who owns no house in Fontainebleau. Lastly, he set his house on fire, swallowed sleeping pills, and fell asleep, hoping never to wake up. Contrary to his plan, however, he regained consciousness, awakening unexpectedly from the coma induced by barbiturates and burns, and he survived. Charged with having committed these atrocious acts, he was subsequently convicted and imprisoned. According to the French prosecutor who argued the case, the motive for the crime was "the impostor's fear of being unmasked."
But how could confessing to having told a lie, even an extravagantly outrageous lie, ever become more difficult than exterminating one's entire family? How could Jean-Claude Romand's reputation have meant more to him than the life of his children? This book represents an attempt to answer these questions.
Romand's gruesome story was made famous by Emmanuel Carrère's book L'Adversaire (2000). The author tells the tale of a man who constructed for himself a bogus reputation as a successful doctor working at the World Health Organization (WHO) in Geneva. He was purportedly a friend of important politicians and internationally renowned researchers. But the picture was fabricated from top to bottom. It was an enormous lie. In truth, Romand had never completed his medical studies and, for ten long years, rather than working as the doctor he pretended to be, he had been frittering away whole days inside his car in the WHO parking lot in Geneva or loitering in the woods or loafing in cafés until it was time to go home. He had meticulously cultivated his false identity, taking home fliers and brochures he had picked up at the WHO library that was open to the public on the ground floor of the organization's headquarters. When he claimed that he was away on "business trips," he instead stayed at a modest hotel near his home where he would watch TV and peruse guidebooks describing whatever country he was supposed to be visiting. He never neglected to call his family every day to tell them what time it was in Tokyo or Brazil, and he always returned from these absences with gifts that seemed to come from the countries where he had allegedly been. He carefully tended and honed his make-believe existence, his spurious reputation, as if it were the love of his life. He clung so implacably to his fictional identity that when the façade began to crumble due to money problems, his frantic urge to defend his palace of lies led him to murder his entire family lest they discover the scandalous truth.
Romand's story raises a paradoxical question: Which was his real life? The one that his family thought he lived, full of success, trips, and international recognition, or the one that he alone knew about, the insipid existence spent reading in his car or killing time in the squalid cafés of Bourg-en-Bresse or aimlessly hiking the Jura mountains? This second life existed only for Romand himself. So how real was it? Since no one else knew about it, it was socially invisible. Moreover, he apparently experienced it exclusively as a means to an end. It was significant only as a way for him to keep up his elaborate charade, to maintain the pretense of the dream life that his family imagined he was living. When, after the murders, friends from his village realized that Jean-Claude's entire life had been a fraud, he ceased to exist for them. He was no longer the man they thought they had known: "When they spoke of him, late at night, they couldn't manage to call him Jean-Claude any more. They didn't call him Romand either. He was somewhere outside life, outside death, where he no longer had a name."
All of us have two egos, two selves. These parallel and distinguishable identities make up who we are and profoundly affect how we behave. One is our subjectivity, consisting of our proprioceptive experiences, the physical sensations registered in our body. The other is our reputation, a reflection of ourselves that constitutes our social identity and makes how we see ourselves seen integral to our self-awareness. At the beginning of the twentieth century, American sociologist Charles Horton Cooley called this second ego the looking-glass self. This second ego is woven over time from multiple strands, incorporating how we think the people around us perceive and judge us. In fact, our understanding of this second self is not created simply by reflection but rather by the refraction of our image that is warped, amplified, redacted, and multiplied in the eyes of others. This social self controls our lives to a surprising extent and can even drive us to commit extreme acts. It does not really belong to us but is rather the part of us that lives in and through others. Yet the feelings that it provokes — shame, embarrassment, self-esteem, guilt, pride — are both very real and very deeply rooted in our emotional experience. Biology demonstrates that our body responds to shame as if it were aphysical wound, releasing chemical substances that provoke inflammation and a rise in the level of cortisol. A slap in the face does more harm to our self-esteem than to our stinging and reddened cheek.
In his work on the culture of honor, psychologist Richard Nisbett and his collaborators measured the level of cortisol in experimental participants before and after an experience where they felt their honor had been besmirched. The study was conducted as follows. A group of eighty-three students selected from southern and northern regions of the United States were invited to...
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