Why Conservatives Hate You: How Our Politics Relies on Creating Disgust for Opponents
By Joe Brewer, TruthOut.org
Posted on May 31, 2010, Printed on June 1, 2010
http://www.alternet.org/story/147060/Are you someone who struggles to understand why people behave the way they do in politics? Perhaps you've been confused by all the fervor against gay marriage. Or maybe you're taken aback by the strong emotions waged against government-sponsored health care.
To understand political behaviors like these, you'll need to become familiar with the psychology of disgust. Researchers have learned a lot about it in recent years:
* Disgust, like all emotions, is biological and can be explained through the workings of the brain
* Disgust is the physiological foundation for moral notions of purity and sacrilege
* Disgust, once felt, creates a persistent association that is very difficult to get rid of
* Disgust is a powerful motivator of behavior, helping deter us away from perceived threats to our health
So what does this have to do with politics? In a word, everything.
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Knowledge about the psychology of disgust can be detrimental to democracy if held in the hands of a scrupulous elite. When political strategists learn about the power it can have to influence behavior, they may play their hand at being gods and use it to manipulate the citizenry. This begs the question why I'm publishing these findings to the world.
My answer is that I firmly believe in the democratization of knowledge. The more people know about how the political mind actually works, the more likely it will be that tactics exploiting disgust are recognized and called out for being unethical. This extends beyond politics proper. I like to imagine a world where marketing techniques are based on fundamental trust between people that grows out of honest communication intended to resonate authentically with an audience. To get to this world, a lot of people are going to have to learn about the workings of the political mind. Eventually, it will need to be taught in our schools as part of the standard curriculum for civic life.
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http://www.alternet.org/story/147060/why_conservatives_hate_you%3A_how_our_politics_relies_on_creating_disgust_for_opponents