Language shapes perception. And sometimes, the most manipulative language is the vaguest. One of the most common tools of persuasion, and manipulation, isn’t a complicated argument or a well-sourced fact. It’s a single, slippery pronoun: “they.” And it goes unnoticed.
On the surface, “they” seems harmless. But when used without definition, “they” becomes a psychological lever that can rally crowds, stoke fear, and silence skepticism. It transforms into a rhetorical weapon: whoever “they” are, they’re a threat. And once people agree on a threat, they can be led almost anywhere.
Why “They” Is So Powerful
1. The Shadowy Enemy
When a speaker says, “They don’t want you to know this” or “They are trying to take your freedoms,” the effect is immediate. The listener’s imagination fills in the blank with their personal villain: corrupt politicians, greedy corporations, billionaires, shadowy elites, nameless bureaucrats, outsiders, or even the people next door.
The brilliance of the tactic is that “they” is universal and elastic. It allows every audience member to conjure the enemy they already fear. The manipulator doesn’t need to define it because the listener does the work for them.
2. Accountability Without Accountability
Using “they” is a way of speaking with authority without the burden of evidence. “They say the economy is collapsing.” Who is “they”? Economists? Journalists? Neighbors at the bar? It doesn’t matter. If pressed, the speaker can always retreat: “Well, that’s just what I heard.”
It’s an escape hatch. The claim stirs emotion, but the speaker avoids responsibility.
3. The Us vs. Them Shortcut
Humans are tribal by nature. We define ourselves not just by who we are, but by who we’re not. The undefined “they” reinforces this. It strengthens the sense of “us” because “they” is always lurking as a potential threat.
4. Exploiting Cognitive Shortcuts
Our brains crave efficiency. We like shortcuts that let us reach judgments quickly. When we hear “they,” we rarely stop to ask: Who exactly? What’s the evidence? Instead, we leap directly to defense mode. Manipulators exploit this reflex.
“They” as the Devil
There’s a maxim in persuasion that captures this dynamic perfectly:
“You don’t need God to unite people, you just need a devil to fight.”
This is why “they” is so effective. Inspiring people around a positive vision—a “god”—is hard. It requires patience, faith, and discipline. But creating a devil is easy. It requires only a hint of threat, a shadowy adversary, an undefined “they.”
Fear mobilizes faster than hope. People may debate ideals, but they rarely hesitate when they feel threatened. A devil, real or imagined, is enough to create unity, loyalty, and action.
Historical Roots of the Tactic
This isn’t new. Throughout history, leaders and propagandists have used “they” to create devils out of thin air.
- Carl Schmitt, the controversial political theorist, argued that politics is defined by the distinction between friend and enemy. Shared ideals are optional. Shared enemies are essential.
- Joseph Goebbels, Nazi propaganda minister, understood that fear of Jews, Bolsheviks, or “others” was a more powerful unifier than any abstract German ideal.
- Saul Alinsky, in Rules for Radicals, advised organizers to “pick the target, freeze it, personalize it, and polarize it.” Without an enemy, a movement lacks fuel.
- Cold War rhetoric often defined “they” as communists, capitalists, or imperialists, depending on which side of the Iron Curtain you lived.
Again and again, movements succeed less by rallying people to a godlike ideal than by pointing to a devil to fight.
Modern Examples of “They” in Action
Politics
Campaign slogans like “They want to destroy our way of life” or “They’re coming for your jobs” rarely define who “they” is. That’s the point. Each audience member fills in their own suspect. It makes the message more inclusive because everyone gets to imagine their own villain.
Conspiracy Theories
The lifeblood of conspiracy movements is the undefined “they.”
- “They’re hiding the truth about vaccines.”
- “They don’t want you to know about aliens.”
- “They are rigging the financial system.”
The lack of clarity is the feature, not the bug. A vague enemy leaves endless room for speculation, which fuels the movement’s staying power.
Marketing and Media
Even brands use the trope. Think about ads that say: “They said you couldn’t. Just do it,” or “They don’t want you to succeed —but we’ll teach you the code.” By inventing a critic, the brand positions itself as the underdog’s ally. It creates an emotional bond without ever naming a real antagonist.
Everyday Life and Workplaces
The manipulation isn’t limited to grand speeches or advertisements. It shows up in subtle, everyday interactions too. Picture a colleague saying: “They don’t like the way you handled that project.”
- Who is “they”? Leadership? One manager? A few coworkers? Or just the speaker themselves? By switching to “they,” the speaker cloaks their own opinion—or one person’s feedback—in the weight of a larger, faceless group. It pressures you to accept the critique without questioning its source.
This happens in families as well: “They think you’re making a mistake.” Often, “they” is just one person. But the undefined pronoun makes resistance harder because you feel outnumbered.
Why “They” Works Psychologically
- Projection: Listeners fill in the enemy with their own fears.
- Confirmation Bias: Once someone assumes who “they” are, every future event seems to confirm it.
- Emotional Triggering: “They” automatically triggers exclusion and danger—both deeply motivating states.
- Cognitive Ease: It’s simpler to rally around an enemy than to build consensus on ideals.
How to Defend Yourself Against “They”
- Always Ask “Who?” – The simplest defense is also the most effective: Who exactly are “they”? Seek details. If no answer comes, the claim is manipulation, not information.
- Demand Evidence – If the speaker can’t point to names, documents, or sources, you’re dealing with rhetoric, not reality.
- Notice Your Emotional Reaction – Do you feel sudden fear, anger, or righteous unity after hearing “they”? That’s a sign you’re being nudged emotionally, not informed rationally.
- Reframe the Statement – Replace “they” with a defined subject.
Why This Matters Now
We live in an age of information overload, and misinformation thrives in the gaps. The undefined “they” is a shortcut for creating enemies out of thin air. It’s everywhere: in political campaigns, conspiracy theories, social media posts, and even advertising copy.
And it works because our brains are wired to respond more urgently to threats than to opportunities. We may not rally for ideals, but we will rally against devils.
Final Takeaway
Every time you hear the word “they” used without definition, pause. Ask who is really being referenced. Check if evidence exists. And notice whether you’re being stirred by fear rather than informed by facts.
The devil only has power if you let him remain in the shadows. Shine a light, demand clarity, and you strip the manipulator of their greatest weapon.
Daniel Brackins is a leading communications strategist who advises global brands, executives, and individuals on persuasion, influence, and behavioral science.
