The book emerged from Appiah's puzzlement over a historical pattern. The arguments against slavery had been available since antiquity. Why did abolition occur in the late eighteenth and nineteenth centuries? The arguments against dueling had been available since the Enlightenment. Why did the practice collapse in the mid-nineteenth century? The arguments against footbinding had been available throughout Chinese history. Why did the practice end in the early twentieth?
Appiah's answer, developed through careful historical analysis of each case, is that rational arguments are necessary but never sufficient for moral change. What transforms a practice is a shift in its social meaning — the moment when the practice becomes associated with dishonor rather than merely with error. In each of Appiah's three cases, he identifies the specific cultural and institutional shifts that produced the reframing.
The book's central contribution is methodological as much as philosophical. It treats moral change as an empirical phenomenon with identifiable mechanisms rather than as the automatic result of correct argument. This makes it applicable to contemporary moral questions: if we want to understand how a present practice might change, we should look for the conditions under which its association with honor might shift.
Applied to AI, the book suggests that the current honor code of the technology industry — rewarding speed, scale, and disruption while treating downstream consequences as externalities — is pre-revolutionary. The arguments for more responsible deployment are available. They are insufficient, as they always are. What is needed is the cultural shift that makes irresponsible deployment appear not merely wrong but contemptible. See Honor Code.
Published by W. W. Norton in 2010, based on Appiah's Flexner Lectures at Bryn Mawr College in 2008. Received wide critical attention for its cross-disciplinary engagement with philosophy, history, and sociology.
The three case studies. Dueling in Britain, Atlantic slave trade, Chinese footbinding — three paradigm cases of how moral revolutions actually occur.
Honor as engine of change. Practices end not when they are shown to be wrong but when they come to be seen as dishonorable — a shift that implicates identity.
Arguments prepare; honor executes. Rational argument is necessary but never sufficient. The cultural meaning of the practice must shift.
The technique of reframing. In each case, reformers succeeded by reframing the practice — footbinding as national shame, dueling as masculine vanity, the slave trade as British dishonor.