During the Florida Republican Primary Debate, moderator Brian Williams asked the audience to refrain from applauding or booing anything they hear the candidates say. While this is the norm for presidential debates, the request drew mixed reaction in this instance.
There are those who praised the silent format, claiming that it reduces the theatrical aspect of the debate, forcing the focus onto the actual content of the discussion. There are those who criticized the move, claiming that the audience’s free speech was being stifled. Additionally, these critics asked, isn’t the theatrical aspect of the debate part of the point?
This conversation raises larger questions. They transcend politics. The question of applause is relevant to every sphere of life, but most especially in the area of the relationship we have with our customers. We need to talk about the power of applause, the many roles applause can take, and the impact applause has on several parties: the person (or organization) being applauded, the person clapping their hands, and perhaps most important of all, those who observe the applause.
Why We Talk: Applause As Social Currency
To understand why applause is powerful, we have to take a look at the underlying psychological motivation forces that guide our behavior. We’re all influenced by these forces whether we’re aware of them or not. The need to belong to a group is very strong. Just belonging isn’t enough, however; we need to have a comfortable position in the group, one in which we understand our role, feel we receive an acceptable amount of support and validation, a place where we’re respected.
Part of the way we gain position in a group is by the exchange of what social scientists call social currency. Applause is a form of social currency. When you clap for someone, you’re signalling your approval and admiration.
This has benefits for the person being applauded. They feel better, obviously, fulfilling the esteem needs. Applause attracts attention: other people want to see what’s so interesting. Increased attention boosts social status, which can result in an extension of influence.
Clapping has its own reward. Applause can be used to declare elements of identity: you can tell who a man is by paying attention to what he claps for. To find people who like the same things you do, follow the clapping. You can gain social status by being among the first to applaud: there’s always been a special cachet associated with being in the know.
Applause strengthens the relationship between both parties. There are many benefits and expectations woven into the nuanced dance of the celebrated and the celebrator. It’s only when those expectations are understood and met that you see the applause continuing on an ongoing basis. Do a superlative job, and the applause grows in volume and intensity. It’s a cyclical pattern that begins with that first tentative clap.
Applause takes many forms. There’s hand clapping, but there’s also reviews and ratings. Any grading system is a specialized form of applause: if you meet these standards, we’re going to applaud your performance with an “A.” (Good to know if you’re in the restaurant business!) It’s important to be aware of how your best customers are likely to applaud you, as well as what type of applause they pay attention to. That awareness is fundamental to forming deep, meaningful connections with your customers.
And that’s a fact no one will debate!