ANOINTED

How a particular social phenomenon shapes our lives, prospects, and futures.

In modern society, according to UC Berkeley business professor Stuart, “anointment” refers to “a ubiquitous process in which a person or institution of high regard confers status on something or someone else explicitly or simply by association.” (The author readily acknowledges that he is one of the anointed himself.) A Rembrandt painting is considered magnitudes more valuable than an almost indistinguishable reproduction by a no-name artist. This is an example of the “Big Shift,” a term Stuart uses to describe one of the mental shortcuts that anointment allows us to make: We evaluate the worthiness of a person or object by the status or prestige of its affiliations rather than its inherent quality. Unfortunately but unsurprisingly, anointment contributes to inequality. Graduates of a particular elite institution may favor candidates with the same credentials when considering potential job applicants. Individuals who earn reputations as visionaries, such as Elon Musk and Steve Jobs, are often protected from the consequences of their bad behavior and are granted far more benefit of the doubt about their failures. People with low status, frequently members of underserved racial and social groups, lack the networks of anointed individuals that would allow them to gain higher status. However, the myth of American meritocracy persists among individuals of all status levels despite overwhelming evidence to the contrary. In a passage describing humans’ proclivity for rankings, Stuart writes: “Tripadvisor ranks hotels and restaurants. People magazine seems to rank everyone.” The author’s boxed summarizations of key points and his academically tinged sense of humor contribute to the approachability of this slim but thorough work. Given his thoroughness, Stuart’s rosy predictions in the closing chapter about how artificial intelligence will revolutionize and democratize human decision-making feel relatively underbaked. Still, his book on the whole ably outlines the necessity for deeper understanding of an intuitive and powerful human behavior.

An informative and highly engaging exploration of an influential social status dynamic.