So in my attempt to “understand” the American electorate and how we make decisions about who to vote for in political campaigns, I came across this article by Dr. Drew Westen, a psychology professor at Emory University in Atlanta, GA. Dr. Westen is the author of the book, The Political Brain: How We Make Up Our Minds Without Using Our Heads. In his article, “Why Voters Say they Don’t Really Know Barack Obama (and Why They Don’t Really Know Much about John McCain, Either)” Dr. Westen explains that while we think that political campaigns (well, at least presidential campaigns) turn on substantive debate about the issues, they are rather all about the narratives you weave about yourself and your opponent. He argues that a winning campaign focuses on four stories:
the story you tell about yourself, the story your opponent is telling about himself, the story your opponent is telling about you, and the story you are telling about your opponent. Candidates who offer compelling stories in all four quadrants of this “message grid” win, and those who leave any of them to chance generally lose.
I am personally intrigued by this idea due to my own focus on and fascination with media/communications, news, and how people get their information. Dr. Westen goes on:
Regardless of how detailed your policy positions, that isn’t enough. It isn’t memorable. It doesn’t capture the imagination of a brain wired over the long years of our species’ evolution for a particular kind of narrative structure, when the only way to pass knowledge and values down across generations prior to the rise of literacy–and when our children have not yet learned to read–was through stories.
Right now, John McCain is doing a better job than Barack Obama in telling these four stories in a compelling way. I believe Westen’s article is a must read for the Obama campaign and his supporters at this point in the summer campaign. I also think that if Obama can weave together “the four stories” in this current political climate, he will have a very high chance of winning in a landslide this November.