The Implicit Association Test (IAT) is used by psychologists to look at the role implicit or unconscious associations play in our beliefs and behavior. In this test individuals are given a list of names of either people or items and two categories and they have to categorize all the names as fast as they can. Malcolm Gladwell described his experience of taking the IAT test numerous times; one specifically was when he took the test that required he categorize white and black people under the categories of good, bad, hurt, evil, glorious, or wonderful. Prior to taking the test Gladwell was asked about his feelings towards black and white people and he said he felt that all races were equal. He did the tests as fast as he could and each time he noticed that he was having a hard time associating the positive words with the african-americans, the results revealed that his associations were pro-white, but Gladwell is half black. The IAT measured Gladwell's racial attitude on an unconscious level, an immediate association before he even had the time to think. Maybe if he had time to think his results would have been different. These unconscious associations will always remain whether we choose to accept it or not and they are extremely influential in spontaneous situations. For example, if someone is pro-white there actions will always be different in the presence of a black person whether they realize it or not because of their unconscious associations.
Rhetorical Devices
Appeal to Logic- the results from other people's IAT
Tone
erudite
factual
Diction
concrete
culture
Clarification: How do think people's unconscious associations are developed if they are incompatible with our conscious associations?
TRY THE IAT TEST!!!! www.implicit.harvard.edu
