So what about the “forms of social penalties and rewards”? In highly unequal societies governed by earlier emotional regimes, the norms are upheld through more brutal forms of penalties and rewards: ostracism, corporal punishment, ideas about going to heaven or hell etc. In more equal and free societies, where the underlying emotional tensions are lessened, the norms are upheld with fines, definitions of psychiatric pathology, withheld social support, withheld recognition, subtle behavioral cues, ridicule and mockery, slander etc.
