Worksafe Victoria – the state government body charged with ensuring safety in the workplace – has reproduced a version of the Milgram experiment in its latest ad. It’s another demonstration of the power of the research, conducted 50 years ago this year. And it’s a smart ploy by an ad agency milking the dramatic potential of the experiment. And a strange twist, given that Milgram was inspired by TV and in particular the hit comedy ‘Candid Camera’ that set up and secretly recorded elaborate pranks on unsuspecting passers-by.
The Worksafe ad is meant to sensitise us to our tendency to follow orders, even when the consequences are dangerous. Like the original research, the ad is promoted as morally instructive. The implication is that if we are made aware of this dangerously slavish obedience, we can prevent it. And for Worksafe, that means preventing workplace accidents, injuries and death, which is laudable – if you believe what you’re told.
Putting aside the ethical issues involved in pulling off this TV stunt, the ad reinforces many of the common misconceptions about Milgram’s research. For example, does handing a cable to a workman in a safety jacket and goggles who asks you to mean you are vulnerable to obeying dangerous instructions? The answer is, it depends. It depends on what the person who is asked to hand over the cable believes is happening.
But questions like these can ruin the drama of the story and the power of the results.
‘Reproductions’ like the Worksafe ad’s reinforce a simplistic but compelling story. Like Milgram’s experiment, the Worksafe ad encourages us to shake our heads and pass judgement on the people hoodwinked into participating. And just before you start feeling too smug, over on their Facebook page you can do an online test that will diagnose just how obedient you are!
But the Worksafe ad does make one good point. We should question what we’re told. Especially when science is used to add authority to something that looks little more than a sadistic stunt.
