Manipulation of the Right Brain

Hillary Clinton is a sharp, analytical woman. She's shrewd, calculating, objective, dispassionate and focused... all the reasons why she's going to lose the nomination.

People don't vote analytically; they vote emotionally. That's not what they say but it's what they do says author and psychologist Drew Westen. Another psychological principle kicks in to cover the dichotomy: rationalization: the need to invent plausible reasons for why you've decided as you have.

So people say they "figured it all out" and decided on Obama instead of Hillary but that's not what's really happened. That's the rationalization. Instead, people respond to Obama's use of emotive methods of communication and his focus on altruism and hope. They know he hasn't described his plans for the future; they don't care. They're paying attention because they're emotionally involved and prefer that connection to the facts.

It's right brain versus left (from the work of psychologist/zoologist Roger Sperry).

Hillary is going to lose because her presentations are left-brain focused; Obama is going to win because his subject matter appeals to the emotions of his listeners as right-brain material.

Republicans also use emotive methods of communication but much is predicated on capitalizing on fear and then refocusing that fear into areas favoring Republican issues and candidates. Karl Rove is a master at fear provocation and manipulating the results with the careful use of catchy one-liners (sound bites). Thankfully, neither Hillary nor Obama have used fear in this way.

People are being hit from every side these days: health care costs, aging, higher prices for food and fuel, sinking home equity, shrinking (or at least tightening) credit, the "war" and fear of more wars (Iran, another massive terrorist event), more disasters (climate change, rising oceanfronts, melting ice), more economic woes (bankruptcies, foreclosures, inflation, an inability of the government to continue Social Security and Medicare benefits, etc.), and, for those of us that can travel, the extraordinarily high cost of everything because of the sinking dollar. These issues will become even more volatile as the election nears for two reasons: they're real and happening, and people pay more attention as the election (a perceived time of change) gets closer.

Howard Dean suggests that every Democratic candidate should read Westen's book. But it doesn't just work that way -- you have to have the personality to go with it. A calculating person such as Hillary has her place in the world; but a more appealing personality that speaks to everyday issues and insights emotions just below the surface will win every time.

Let me introduce myself

For the past six months I've jotted down my thoughts about various political issues, particularly those involving the campaign process. All the while I've hidden my identity and wondered what right I had to put my thoughts out on the Internet, what credibility I had, even what value my ideas and opinions might have, and that it was naive of me to think otherwise. But a few things happened these last six months which have caused me to rethink my situation. In addition to developing a small but regular group of readers, I've come to believe that silence is an endemic problem gripping our society, country and global leadership, and I value my opinions and comments and want them to be heard and read.

So let me introduce myself: Frank Tobe, partner and then owner of the firm Below, Tobe & Associates, Inc., and founder/owner of APT (Applied Political Technologies) Inc. Both developed and segmented political databases somewhat similar to what Karl Rove has done, and both provided political direct mail of all types. Ten years ago I sold or dissolved both.

Vanity Fair's December issue had an article about Rove in which the author described Rove's process of splitting versus lumping -- discriminating versus celebrating inherent similarities -- indicating that Rove was a divider and FDR and Ronald Reagan were lumpers (consolidators).

For 25 years I was in the same business as Rove but never went as far as him in the splitting process because part of his process was to also use his information as a wedge to widen the divisiveness and inflame the fears of that split rather than try to unite around some issue or candidate that could help provide a real solution.

I wanted to differentiate my activities from Rove's and say that my companies and the clients that we worked with, mostly attempted to use niche targeting to get people's attention but then to talk about generic, consolidating, real issues. Although I've been out and away from the business for the last 10 years, I've followed the process and the players with interest and recently, with dismay. Today's extensive national databases and slice-and-dice software are so enabling, and the temptations so great to inflame divisiveness to get the results wanted, that altruism and the pursuit of fairness in politics are almost lost in the process. Although I'm glad I'm no longer part of that business and have no desire to reenter, I think it important to speak out -- because silence is part of the problem and I want to be part of the solution... and to consolidate and unite my friends and readers in the process.

So . . . welcome to my blog.