The Political Brain: The Role of Emotion in Deciding the Fate of the Nation, Drew Westen

Bijo Thomas Ittiarah

1424007
The political brain is an emotional brain. That is the central thesis of Westen's book, backed by
an explanation of how our brains evolved, scientific studies, including studies of brain scans of
people presented with political information, and dissection of numerous failed and successful
political campaigns. Democrats have gotten it all wrong. Voters make decisions with their
feelings, not their brains. If the voters' heads tell them one thing they will go with the heart.
Republicans win because they have a near-monopoly in the marketplace of emotions, says
Westen. The Democrats, in contrast, have continued to place their stock in the marketplace of
ideas. And in so doing, he says, they have been trading in the wrong futures.
Westen gives a great deal of fascinating data about both how individuals see political issues and
competitors and diverse frames that could be connected to political issues. His primary point is
that individuals don't vote objectively, rather becoming tied up with stories and predispositions.
This is sensibly well supported, in spite of the fact that he does contend against a strawman of
the discerning personality that nobody has truly trusted in for a century. A great deal of the
methods he proposes for the Democrats are undeniably great thoughts. One powerful factor at
work in our brains determining how we vote is networks of association. These are bundles of
thoughts, feelings, images and ideas that have become connected over time. Effective campaigns
work to create positive associations with their candidate, and negative associations with the other
guy. Although this appeal to the subconscious can be used legitimately, it can lend itself to
unethical advertising, by activating associations to appeal to what would be deemed improper
motives and attitudes. Westen concludes that what motivates people are their wishes, fears, and
values. This means a successful campaign has to appeal to and manage the voters' emotions. In
deciding whom to vote for, voters ask themselves first how they feel about the candidate's party
and its principles.When Democrats have been able to connect emotionally with voters, like Bill
Clinton, they win. Overall, though, Republicans have been much more successful in appealing to
voters' raze feelings, which is why, Westen says, they win elections.