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

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Editorial Reviews

Review

"The most interesting, informative book on politics I've read in many years" Bill Clinton "May prove to be one of the most important studies of political campaigning of recent times." Jonathan Freedland in The Guardian"

Product Description

Through a bravura tour of American political leaders and their appeals to the electorate, Drew Westen shows that Americans don't vote with their heads but with their hearts--and that Democratic politicians had better wise up in their approach. The Political Brain is a serious and groundbreaking investigation into the role of emotion in deciding the outcome of elections. It looks at data across several presidential elections from the 1950s through 2000, examines the evidence for the role of emotion in driving voting behavior, and provides a "clinical" view of a number of campaign ads, debate lines, and personal profiles of the candidates who have sought to win our hearts.

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Product Details

• Paperback: 496 pages
• Publisher: PublicAffairs (May 5, 2008)
• Language: English
• ISBN-10: 1586485733
• ISBN-13: 978-1586485733
• Product Dimensions: 8.1 x 5.2 x 1.4 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars  See all reviews (13 customer reviews)
• Amazon.com Sales Rank: #35,368 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

17 of 18 people found the following review helpful:

5.0 out of 5 stars Democratic strategists please read this book, May 10, 2008

By	Christopher W. Bell "chrisbellTN" (Washington, DC) - See all my reviews (REAL NAME)

As a frustrated Democrat who is tired of seeing his party cede important cultural territory, I devoured this book. The Political Brain is perhaps the best book I have read on crafting a party message that resonates with the American public. Drew Westin offers helpful advice to Democrats by showing them how to frame an emotionally compelling and principled stance on the issues that Republicans have used to defeat Democratic contenders for decades. Starting from the perspective of a cognitive psychologist, Westin weaves together the clinical and the politically practical in his diagnosis of the Democrats' "values" and message problems. This book is a perfect companion to George Lakoff and should be required reading for any Democratic strategist. If you have ever asked yourself what Democrats stand for or have noticed some dissonance between the Republican master-narrative and their governance, I suggest that you read The Political Brain.

17 of 21 people found the following review helpful:

5.0 out of 5 stars Want to Win? Read this Book!, June 3, 2008

By	Gurman Singh Bal (San Ramon, CA) - See all my reviews (REAL NAME)

Drew Westen's The Political Brain describes why Democrats routinely lose to Republicans despite being right on the issues. Democrats approach elections like job interviews, whereas Republicans see elections as dates. Specifically, Democrats foolishly believe that voters are "dispassionate" calculators of relative utility whereas Republicans understand that to win the mind you must first capture the heart.

Democrats will find the passages dealing with Bush/Gore and Bush/Kerry agonizing reading. Again and again, George Bush and his attack dogs mauled Al Gore without any response. Gore foolishly allowed Bush to go scot free on his drunken-cocaine-belly up business record.

Kerry stupidly allowed draft dodging war zero Bush to "swift boat" him into oblivion. Both Gore and Kerry thought they were taking the high ground by ignoring Bush's slimy attacks. Instead, they took the fast track to oblivion.

In both cases, Kerry and Gore chose not to rebut Bush's vicious attacks and by so doing, they appeared weak. Voters thought 'if you can't fight back against Bush, how will you fight back against America's enemies'?

Westen's most compelling passages are his proscriptions to Democrats. When Republicans demagogue on Flag Burning, Democrats should counter with "Flag Hiding" proposals that legally require all deceased service people to be brought home in flag draped coffins in public. That way, Republicans are forced to show the true cost of their wars and bloodlust.

The GOP "death tax" is countered by a Democratic charge of a Republican "birth tax", i.e., the monstrous Bush-Cheney deficits impose a gigantic tax burden on every baby born in every state in this nation.

Some of Westen's more detailed explanations of scientific procedure and methodology are turgid and difficult reading. But hopefully, he can release a new book in a role playing format.

Barack Obama receives high marks for his intuitive, charismatic style. But all Democrats can and should learn from this important book.

5 of 6 people found the following review helpful:

5.0 out of 5 stars Every Democratic candidate should read this book!, September 29, 2008

By	The Wizard Of Adz Inc. "Steve Fradkin" (Greater Boston) - See all my reviews (REAL NAME)

As a professional consultant on political communications, I have long believed in the power of emotional appeal as opposed to logical. Drew Westin must have read my mind. His theories, field tests and case histories not only confirmed my beliefs, but added significantly to them. I've been taking his words and repeating them to every Democratic operative and activist I know, and I am putting them to use in my own political advertising practice. Democrats should make "The Political Brain" required reading for all candidates and consultants. I've listened to the audio version of the book four times, and will undoubtedly listen again. "The Political Brain" is more than just a great book; it could change the course of American politics. Thank you, Dr. Westin!