Lessons from the Yes vote for the elections

Lessons from the Yes vote for the elections

Elections are decided in the marketplace of emotions, in which logic plays only a supporting role

After every election and referendum, political parties and commentators seek to divine learnings which will help them to win and analyse future campaigns. The marriage equality referendum result has certainly given them plenty of fodder to digest.

Drew Westen, an American academic and political messaging consultant, has written that in politics, when reason and emotion collide, emotion invariably wins. Elections, he says, are decided in the marketplace of emotions, a marketplace filled with values, images,...

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