Can 'surprise' work for social change?
Surprising someone -- whether it's by a joke or via a gasp-inducing plot twist of a book or movie -- can not only create a memorable experience, but also become a powerful tool for social influence, according to a study.
Surprises are memorable, able to garner attention and arouse emotion, but a less heralded effect is that they can serve to shift attitudes and provide an avenue to influence people, said Jeffrey Loewenstein, Professor at the Gies College of Business at the University of Illinois.
While many people think of surprise as an emotional expression, the study, published in the journal Topics in Cognitive Science, showed that surprise not only generates an emotional reaction, but is also "a push to learn, and an experience that people get excited to share with others".
"Put those things together and surprise becomes a powerful tool for social influence," Loewenstein said.
Moreover, surprise not only has individual effects on beliefs and attitudes, but also "collective effects on the content of culture", the researchers said.
"We're in an information-rich environment where our primary challenge is how to identify what to pay attention to. And surprise, which shatters expectations, is a signal that says 'Hey! Pay attention!'," the researchers added.
That surprise can lead to changing attitude and shifting preconceptions.
"Critically, there is a second effect because you are not only making one person more open, you are also making them your ambassador. You are likely to generate word of mouth as they share the surprising experience with others. Surprise is a force multiplier for communication," Loewenstein said.
What generates surprise need not be accidental or random. According to Loewenstein, there are predictable methods or patterns, such as the repetition-break structure, for generating surprise.
"Crafting surprises is something everyone can learn to do, and they will be more influential if they do," he noted.
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VCK urges CM Vijay to enact stringent law against superstitious practices
Chennai (PTI): VCK MLA Vanni Arasu on Wednesday urged the newly formed Tamil Nadu government to enact a stringent law against superstitious practices, citing similar legislations in Karnataka and Maharashtra to curb exploitation in the name of black magic and rituals.
VCK, which won two seats in the 2026 Assembly election, has offered support to TVK to form a government during the floor test.
Speaking during the discussion on the confidence motion in the Assembly, Arasu highlighted that states like Bihar, Jharkhand, Chhattisgarh, Odisha, and Rajasthan already have laws against witchcraft and sorcery.
"From 2013 in Maharashtra and 2020 in Karnataka, laws providing imprisonment for those who deceive through superstitious means have been in practice," he stated. The party noted that rationalist Narendra Dabholkar had fought for such a law in Maharashtra before being murdered by "Sanatana terrorists".
The VCK MLA further called on the government to prioritise scientific temper over beliefs in astrology and sorcery.
"Our government should give priority to projects that develop science without giving room for superstitions like astrology and black magic," Arasu said, citing Article 51A of the Indian Constitution, which defines the development of scientific temper as a fundamental duty of every citizen.
The party demanded a special law to prevent honour killings as well, which Arasu claimed are rising in Tamil Nadu as they once did in North Indian states.
The government was also urged to enact legislation protecting the "200-point roster system" for SC/ST employee promotions, utilising powers under Article 16(4A) of the Constitution.
Highlighting the recent arrest of 40 Tamil Nadu fishermen by the Sri Lankan Navy, the VCK sought a permanent solution to protect them from such attacks.
The party called on the state government to take initiatives toward the "right of Eelam Tamils to rule themselves" and requested that the state officially observe May 18 as International Genocide Day.
