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What do people pledge their allegiance to? In almost every case, what they've been brainwashed to. Brainwashing is absolutely crucial to all functioning societies.
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What you are referencing is social normalization:
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Normalization
Sociology
Normalization refers to social processes through which ideas and actions come to be seen as 'normal' and become taken-for-granted or 'natural' in everyday life. There are different behavioral attitudes that humans accept as normal, such as grief for a loved one's suffering or death, avoiding danger, and not participating in cannibalism. Wikipedia
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Brainwashing is the subversion of the normalized individual.
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Brainwashing
Brainwashing is the controversial idea that the human mind can be altered or controlled against a person's will by manipulative psychological techniques. Wikipedia
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