The political brain : the role of emotion in deciding the fate of the nation
In politics, when reason and emotion collide, emotion invariably wins. Elections are decided in the marketplace of emotions, a marketplace filled with values, images, analogies, moral sentiments, and moving oratory, in which logic plays only a supporting role. Westen shows, through a whistle-stop journey through the evolution of the passionate brain and a bravura tour through fifty years of American presidential and national elections, why campaigns succeed and fail. The evidence is overwhelming that three things determine how people vote, in this order: their feelings toward the parties and their principles, their feelings toward the candidates, and, if they haven't decided by then, their feelings toward the candidates' policy positions.
Westen turns conventional political analyses on their head, suggesting that the question for Democratic politics isn't so much about moving to the right or the left but about moving the electorate. He shows how it can be done through examples of what candidates have said--or could have said--in debates, speeches, and ads. Westen's discoveries could utterly transform electoral arithmetic, showing how a different view of the mind and brain leads to a different way of talking with voters about issues that have tied the tongues of Democrats for much of forty years--such as abortion, guns, taxes, and race. You can't change the structure of the brain. But you can change the way you appeal to it. And here's how...
Political campaigns -- United States -- Psychological aspects.
Political parties -- United States -- Platforms.
Presidents -- United States -- Election -- Psychological aspects.
United States -- Politics and government -- 1945-1989.
United States -- Politics and government -- 1989-
Voting -- United States -- Psychological aspects.
Westen, D. (2007). The political brain: the role of emotion in deciding the fate of the nation. New York: PublicAffairs.Chicago / Turabian - Author Date Citation (style guide)
Westen, Drew, 1959-. 2007. The Political Brain: The Role of Emotion in Deciding the Fate of the Nation. New York: PublicAffairs.Chicago / Turabian - Humanities Citation (style guide)
Westen, Drew, 1959-, The Political Brain: The Role of Emotion in Deciding the Fate of the Nation. New York: PublicAffairs, 2007.MLA Citation (style guide)
Westen, Drew. The Political Brain: The Role of Emotion in Deciding the Fate of the Nation. New York: PublicAffairs, 2007. Print.
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