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The Emotional Side Of Politics
The phrase might seem like an oxymoron, as politics is often imagined as cold strategy built on rational calculation. But according to neuroscience, human beings cannot function entirely on rationale, completely devoid of emotions. Political opinions, and the voting decisions they influence, are therefore deeply shaped by emotions, and leaders know this well. They do not only govern through laws but also through emotional narratives that resonate far more deeply than statistics or policy details.
“We are not thinking machines that feel, we are feeling machines that think.” - Neuroscientist Antonio Damaso (Descartes' Error)
Hope and anger, for instance, have mobilised entire nations. Gandhi and Mandela inspired millions by appealing not just to reason, but to hope for freedom, and anger against injustice. Similarly, Trump’s slogan “Make America Great Again” did not just outline a policy, it was framed to evoke nostalgia and pride. When German chancellor Angela Merkel declared “We can do this” during the Syrian refugee crisis, she was responding to human suffering. Her empathy opened Germany’s doors to millions of refugees, even though it carried heavy political risks. This moment revealed that foreign policy can sometimes be guided not by self interest but by compassion.
Yet, emotions in politics are double edged swords. The same force that inspires liberation can also justify oppression. Fear is perhaps the most powerful example. The U.S. used it after the 9/11 attacks to pass the U.S. Patriot Act, and pushed “with us or against us” rhetoric to pressure countries into aligning with its counter-terrorism wars. These policies, which violated privacy and civil liberties, gained public approval because people were driven by fear of terrorism and also by loss aversion bias which is yet another powerful emotional tool in politics. People tend to fear losses more than they value equivalent gain. This was also evident in the Brexit referendum. Both the “Remain” and the “Leave” campaigns played heavily on this bias. The latter won because the framing of “taking back control” resonated more strongly with the voters emotions than “economic security”.
This tension raises a critical question: should emotions be embraced or restrained in politics? To reject them entirely is impractical, but to accept them blindly is dangerous. The challenge of our time is to cultivate political literacy with emotional awareness, so that when leaders appeal to our emotions, we can question whether those emotions are guiding us toward justice or merely control. As Aristotle reminds us, excellence lies in feeling the right emotion in the right way. The question that remains is whether we will rise to this challenge, or whether we will allow emotions to be the very tools of our undoing.
“To experience the right emotion, at the right time, toward the right objects, toward the right people, for the right reason, and in the right way-this is not easy, and is not everyone’s power. That is why excellence (virtue) is rare, praiseworthy and noble.” -Aristotle (Nichomachean Ethics)
How manipulation works:
Event/Policy proposal ---> Emotional framing ---> Emotion triggered ---> Psychological bias ---> Public response
