This diary is almost entirely composed of two comments I made to this diary on MyDD today.
On visceral responses to McCain:
McCain is Bush's 3rd Term:
... I think earnestly getting the truth out about him (McCain) and speaking to people viscerally (photo of him with Bush, character issues, etc) will be essential. We are going to have to earn this win. And we should have to.
I also don't think McCain really helps McCain. It will be interesting if that plays out during the rest of this campaign. Some of this he can't help and some he can: his age, being Another White Male who mostly surrounds himself with more Another White Males (do most people these days see themselves in that image?), him being MOTS (More Of The Same), unenthused speeches, tension oozing from his seams, lobbyists, Bush 2.0, not the one to seek for Change, not inspiring. Most important: I don't really think he speaks to people on much of an emotional level. Whether we Democrats like it or not, that's the way the body is made.
Sure McCain may help us by being McCain, but there is a lot of visceral truth-telling/showing that we'll have to do when we make our case. Just look at how well McCain polls against Obama in those very blue states of Oregon and Washington (realclearpolitics). There's a lot of opportunity there. It will be interesting to see who McCain is in the public's hearts (emotions) and minds after the election. Both he and us will create that narrative/reality for them. Perception is reality...
On McCain, Obama, Hillary, and Emotions:
From the book, The Political Brain, by Drew Westen, published in early 2007:
The book talks about the role emotions make in our political decisions.
On McCain (page 298):
"The key to making use of anger to inspire enthusiasm is to fire it at someone or something, to keep it focused, and not to let it spray like buckshot. Diffuse anger backfires because it becomes associated with the candidate instead of its intended object. If John McCain were to get the Republican nomination in 2008, this (along with his remarkably foolish decision to abandon his trademark honesty by the side of the road along with his Straight Talk Express) would be his major Achilles' heels."
On Obama (pages 246-247):
"As of this writing, many Democrats are expressing tremendous enthusiasm about Barack Obama in his running for the 2008 Democratic presidential nomination. And rightly so: he has enormous charisma, all the nonverbal behaviors that portend political success, and a first-rate intellect combined with an ability to talk to people where they live." ...
Too bad Hillary hasn't shown more of what she showed at the end of Thursday's debate. I think that's what the author's talking about. I showed that clip to someone and he got "goosebumps". She's whip-smart, but that seems to be only half the equation. Emotions inspire and connect you to a person and then they 'magically' seem more likable. I think that's part of what draws the Independents to Obama and check the box for him.
What this author is talking about seems to be playing out in this election just like it has in the previous elections he refers to. Democrats or any politician can't (only) think their way into the hearts and minds of voters; they have to 'feel' their way too. (Hope, inspiration, anger fear...look at various elections to see when they were used whether we liked it or not.) Otherwise, that crucial middle we need to win will change the channel even if against their own best interests. See 2004.
What role do you see emotions playing in this election now and as it unfolds?