The Political Brain: The Role of Emotion in Deciding the Fate of the Nation by Westen, Drew - 2007
by Westen, Drew
The Political Brain: The Role of Emotion in Deciding the Fate of the Nation
by Westen, Drew
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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...
- Bookseller Bell's Books (US)
- Format/Binding New
- Book Condition New new
- Jacket Condition new
- Quantity Available 1
- Binding Hardcover
- ISBN 10 1586484257
- ISBN 13 9781586484255
- Publisher Public Affairs
- Date Published 2007
- Keywords politics, the political brain, psychology, political science, national politics, the public vote,policy positions, Drew Westen,
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The Political Brain: The Role of Emotion in Deciding the Fate of the Nation
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