Fearmongering, also known as scaremongering, is the deliberate act of inciting fear through exaggerated rumors of imminent dangers.
Evolutionary anthropology and biology underscore that humans possess an inherent instinct to notice potential threats; this instinct has been critical for survival throughout our evolutionary history. The impact of this instinct is heightened by cultural evolution, particularly when news media exploit public interest in danger-related narratives.
The attention of citizens is a highly coveted resource that various entities—including news media, political campaigners, social reformers, advertisers, civil society organizations, missionaries, and cultural event creators—compete fiercely to obtain. This phenomenon is referred to as the attention economy. Numerous social agents routinely deploy fearmongering as a tactic in this relentless competition.
The psychological effects of fearmongering can be profound, often both intended and unintended. A significant consequence is “mean world syndrome,” in which individuals perceive the world as far more dangerous than it is. This manipulation causes people to fear the wrong things, misallocating their resources to avoid rare, unlikely dangers while neglecting more probable threats. For instance, many parents may restrict their children’s activities to prevent abductions while failing to address more common risks such as lifestyle diseases or traffic accidents.
Moreover, fearmongering effectively amplifies support for incumbent political leaders through a “rally around the flag” effect. Historical examples illustrate that official warnings about terrorism have bolstered backing for the policies of U.S. Presidents.
The cultivation of collective fear is likely to foster an authoritarian mentality, engendering a longing for strong leaders, strict discipline, punitiveness, intolerance, xenophobia, and a reduction in democratic practices. Political entrepreneurs throughout history have expertly weaponized this effect to bolster support for authoritarian regimes, undermine democratization efforts, or prepare the populace for war.
Political Campaign Advertisements
One of the most striking examples of political fearmongering is the **Daisy** advertisement, which aired during Lyndon B. Johnson’s presidential campaign in 1964. The ad presents a little girl counting petals in a serene meadow, but as she reaches ‘nine’, an ominous voice begins a chilling countdown. When the countdown concludes, viewers witness a nuclear explosion morph into a mushroom cloud. Johnson asserts, “These are the stakes! To make a world in which all of God’s children can live, or to go into the dark. We must either love each other, or we must die.” Another voice resonates with urgency: “Vote for President Johnson on November 3. The stakes are too high for you to stay home.”
Intense economic competition drives commercial media to rely heavily on sensational and frightening stories, participating in what can be termed an emotional arms race. Crime narratives, particularly violent crimes and offenses against children, dominate newspaper headlines. Analysis shows that between 10% and 30% of headlines in U.S. newspapers center on crime and fear, increasingly shifting focus from isolated events to broader themes of fear. In the United Kingdom, the media regularly highlights gruesome sex crimes as a competitive parameter, significantly influencing political and legislative landscapes.
Product Advertisements
Advertisers have fully embraced fearmongering, recognizing that “fear sells.” Campaigns leveraging fear—often referred to as “shockvertising”—have become increasingly prevalent. Fear, as a powerful emotion, can be expertly manipulated to drive audiences toward emotional responses rather than reasoned decisions. Examples abound, from car commercials insinuating that fewer airbags expose families to danger, to disinfectant ads showcasing pervasive pathogenic bacteria on everyday surfaces. While there may be public backlash against such strategies, evidence confirms that shockvertising represents a highly effective persuasion technique that advertisers are likely to continue utilizing in this never-ending competitive landscape.
Author Ken Ring has been accused of scaremongering by New Zealand politician Nick Smith. Ring, who marketed almanacs in Auckland, made predictions about earthquakes and weather patterns based on lunar cycles. Some segments of the public took these predictions seriously, reinforcing the critical need to scrutinize fear-based messaging and its repercussions.