http://www.tnr.com/docprint.mhtml?i=20070827&s=judis082707Death Grip
How Political Psychology Explains Bush's Ghastly Success.by John B. Judis
Post date: 08.17.07
Issue date: 08.27.07
In June 2004, I went door to door in a white, working- class neighborhood of Martinsburg, West Virginia, a small blue-collar town in decline. There, I found voters disillusioned with both the Iraq war and the flagging economy. But, when I returned five months later-- the Sunday before the election--I had difficulty digging up anyone who didn't plan to vote for George W. Bush. As far as I could tell, Martinsburg voters were backing him for two reasons: first, because he opposed gay marriage and abortion ("There are two gays around the corner who are voting for Kerry," one fellow, with a Bush sign in his yard, advised me scornfully from his stoop); and, second, because he was leading the war on terrorism ("I feel more safe with Bush in there," an elderly disabled man explained). There was still grumbling over the war, the economy, and other topics--the same elderly man who praised Bush for making him feel safe also bemoaned America's lack of universal health insurance--but these issues were eclipsed by the threat of gay weddings and terrorist attacks.
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There is, however, one group of scholars--members of the relatively new field of political psychology--who are trying to explain voter preferences that can't be easily quantified. The best general introduction to this field is Drew Westen's recent book, The Political Brain, but the research that is perhaps most relevant to the 2004 election has been conducted by psychologists Sheldon Solomon, Jeff Greenberg, and Tom Pyszczynski. In the early 1980s, they developed what they clumsily called "terror management theory." Their idea was not about how to clear the subways in the event of an attack, but about how people cope with the terrifying and potentially paralyzing realization that, as human beings, we are destined to die. Their experiments showed that the mere thought of one's mortality can trigger a range of emotions--from disdain for other races, religions, and nations, to a preference for charismatic over pragmatic leaders, to a heightened attraction to traditional mores. Initially, the three scholars didn't attempt to apply their theory to elections. But, after September 11, they conducted experiments designed to do exactly that. What they found sheds new light on the role that fear of death plays in contemporary politics--and, arguably, goes a long way toward unraveling the mystery of Martinsburg.
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Over the next decade, the three performed similar experiments to illustrate how awareness of death could provoke worldview defense. They showed that what they now called "mortality salience" affected people's view of other races, religions, and nations. When they had students at a Christian college evaluate essays by what they were told were a Christian and a Jewish author, the group that did the mortality exercises expressed a far more negative view of the essay by the Jew- ish author than the control group did. (German psychologists would find a similar reaction among German subjects toward Turks.) They also conducted numerous experiments to show that mortality exercises evoked patriotic responses. The subjects who did the exercises took a far more negative view of an essay critical of the United States than the control group did and also expressed greater veneration for cultural icons like the flag. The three even devised an experiment to show that, after doing the mortality exercises, conser- vatives took a much harsher view of liberals, and vice versa.
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But, right now, it doesn't look promising for any candidate who hopes to follow Bush's 2004 script. The voters of 2008, including those in Martinsburg, will probably be buffeted by competing emotions about Iraq and the war on terrorism, and therefore less inclined to base their decisions on gay marriage.
Barring another assault on American soil, the moment of September 11--and the reminder of mortality that it brought--may well have passed. And with it, too, the ascendancy of politicians who exploited the fear of death that lies within us all.
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Fascinating article. Well worth reading.
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