When
Republicans and Democrats listen to a speech, they usually hold diametrically opposing
perspectives that depends on the political party of the speaker him/herself. Each
party favors their own. Essentially, it boils down to what people want to hear.
Drew Westen argues that “the tendency to see what we want to see reflects an
accidental byproduct of the evolution of our brains.” Why? Well because what
people hear elicits an emotional response and they can base their judgments on
these emotional associations. This is why, Westen says, there has been the “[prevention]
of rational discourse…for about 80% of populations, including the most
politically informed voters” (Westen 90).
Westen
also talks about how many people view ideas and titles with “association” and “alternative
possibilities.” For instance, to a
typical person, the word party usually either conjures up fond memories
of a social gathering, or the political statements s/he has heard from other
people regarding the Democrats and Republicans. Therefore, when hearing this
word, it brings up some form of emotional memory in the form of multiple
networks in the brain all working together to try to make sense of the context
of the word (its definition). This is important because candidates can take advantage
of this phenomena and implement it in their campaigns. Is this necessarily a
bad thing and how can we avoid being taken advantage of in this sense?
Two
sets or constraints “shape our judgments,” according to Westen (Westen 99). These
are cognitive constraints (which are imposed by the information that we have available)
and emotional constraints (which are imposed by the feelings associated with
one conclusion or another). However, these constraints are usually competing
with each other; it’s the classical war between logic and emotion. Westen makes
a few examples (such as the Clinton vs. Dole debate) to illustrate how emotion
takes place in decision-making.
I
believe, in the end, what matters is likely those last 20% of voters. It is
probably very difficult to change the minds of 80% of voters, but emotional
association will almost always be stronger than cognitive association. However,
I believe, like Westen, that these 20% of voters “have changeable minds” and can
be influenced by logic. Usually, presidential candidates win by only “2 to 3
percentage points.” So we know that we can change their minds or allow them to
gravitate towards one viewpoint or another. But how is this possible?