Today's New York Times features an article on Dr. Drew Westen and his new book, The Political Brain: The Role of Emotion in Decididing the Fate of the Nation. Dr. Westen, who spoke on a panel with Simon and others about the importance of media at last month's Take Back America conference, emphasizes emotionally effective messaging over dispassionate, reasoned argument.
"Dr. Westen insists that triggering the right emotional network — that unconscious bundle of ideas, images, words, memories, feelings — is much more important and effective than appealing to reason. "
This assertion is backed up by modern cognitive science. For instance, in his great book Descartes' Error, neurologist Antonio Damasio argues that higher reasoning in humans is inextricably linked to feelings and emotions - the idea of a pure, logical "core" may be a chimera. Completely logical reasoning would take far too long to be evolutionarily feasible, so Damasio believes that our reasoning is guided and expedited by 'somatic markers', learned emotional signals which heavily influence our conscious decision making. Damasio calls the fundamental argument in The Political Brain "very sound."
The implications of this research for politics are important, because it shows that being on the right side of an argument may not be enough to win an election. Instead of relying on an outdated folk-psychology model, candidates who want to be successful should strive to understand how human decision-making really works in order to message more effectively. Dr. Westen is helping them to do just that.