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1、2012年Text1Comeon–Everybody’sdoingit.Thatwhisperedmessage,halfinvitationandhalfforcing,iswhatmostofusthinkofwhenwehearthewordspeerpressure.Itusuallyleadstonogood-drinking,drugsandcasualsex.ButinhernewbookJointheClub,TinaRosenbergcontendsthatpeerpressurecanalsobeapositiveforcethr
2、oughwhatshecallsthesocialcure,inwhichorganizationsandofficialsusethepowerofgroupdynamicstohelpindividualsimprovetheirlivesandpossiblytheword.Rosenberg,therecipientofaPulitzerPrize,offersahostofexampleofthesocialcureinaction:InSouthCarolina,astate-sponsoredantismokingprogramcall
3、edRageAgainsttheHazesetsouttomakecigarettesuncool.InSouthAfrica,anHIV-preventioninitiativeknownasLoveLiferecruitsyoungpeopletopromotesafesexamongtheirpeers.Theideaseemspromising，andRosenbergisaperceptiveobserver.Hercritiqueofthelamenessofmanypubic-healthcampaignsisspot-on:theyf
4、ailtomobilizepeerpressureforhealthyhabits,andtheydemonstrateaseriouslyflawedunderstandingofpsychology.”Daretobedifferent,pleasedon’tsmoke!”pleadsonebillboardcampaignaimedatreducingsmokingamongteenagers-teenagers,whodesirenothingmorethanfittingin.Rosenbergarguesconvincinglythatp
5、ublic-healthadvocatesoughttotakeapagefromadvertisers,soskilledatapplyingpeerpressure.Butonthegeneraleffectivenessofthesocialcure,Rosenbergislesspersuasive.JointheClubisfilledwithtoomuchirrelevantdetailandnotenoughexplorationofthesocialandbiologicalfactorsthatmakepeerpressuresop
6、owerful.Themostglaringflawofthesocialcureasit’spresentedhereisthatitdoesn’tworkverywellforverylong.RageAgainsttheHazefailedoncestatefundingwascut.EvidencethattheLoveLifeprogramproduceslastingchangesislimitedandmixed.There’snodoubtthatourpeergroupsexertenormousinfluenceonourbeha
7、vior.Anemergingbodyofresearchshowsthatpositivehealthhabits-aswellasnegativeones-spreadthroughnetworksoffriendsviasocialcommunication.Thisisasubtleformofpeerpressure:weunconsciouslyimitatethebehaviorweseeeveryday.Farlesscertain,however,ishowsuccessfullyexpertsandbureaucratscanse
8、lectourpeergroupsandsteertheiractivitiesinvirtuousdire
