The Political Brain

Over a year ago I started  extensive canvassing in my area, Christ Church West. I have met persons from all walks of life. I have learnt a lot from them and they have made me aware of all sorts of issues, events and social ills. In other words, they have appealed to my emotions. Coincidently, I recently listened to a CNN interview with Prof. Drew Weston, a political Psychologist from Emory University in AtlantaGeorgia. ,
Professor Weston has recently released a book titled The Political Brain. This book is a “ groundbreaking investigation into the role of emotion in determining the political life of a nation.” Weston has done extensive studies on the political arena and concludes that

“when political candidates assume voters dispassionately make decisions based on “the issues”, they lose.”  He states that “ 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.” 

Weston lists three things that determine how people vote (in this order) :

“1)the feelings of the parties and their principals,
2) the feelings towards the candidates, and, if they have not decided by then,
3) their feelings towards the candidates’ policy positions. “

The real question is how to move the electorate, says Weston. Furthermore, “you cannot change the structure of the brain, but you can change how you appeal to it.” The bottom line : feelings, not facts, move voters.” I am sure this is some serious “food for thought” 

In conclusion, I would like to add this phrase which I strongly believe in :

“Coming together is a Beginning;
Keeping together is Progress:
 Working together is Success”

Taan Abed,
Candidate for Christ Church West