ABSTRACT
The shadow gossip seems to know quite a lot based on very little information. There are many manifestations of the shadow gossip. A distinctive characteristic of a strong prosocial voice is the way that it builds large cohesive groups. The prosocial voice causes us to reconsider leadership power. The prosocial voice is "power through" rather than "power over". The prosocial voice is a one-to-many relationship, but the final shaping of the social identity of the group is a many-to-many relationship. Leaders with a powerful prosocial voice are adept at recognising the self-promoting aspect of the inner shadow and choosing their actions instead from the perspective of building the desired social identity. The prosocial voice works to create new social identities or reshape old ones in a way that results in people's behaviour being aligned with the goals; it is the architect of a social identity.
