Bear Wild
Well-Known Member
The Keep America Great rally is a perfect example in the use of the Affective aspect of the brain to tap into the emotional networks and associations to override cognitive reasoning. In this speech trump capitalizes on associates connecting emotional reactions to symbols and words. He taps into the economies of hate and creates the binary frame of insiders vs outsiders (us against them). With the correct associations of symbols such as America, love for “cops” music that people connect with and contrast that with negative associations of communist liberals, stupid politicians, the manipulative left out to steal from you. He uses the strong voice of command with confidence and cadence tapping into the emotions of those inside the rally complimented by the chanting of those in the rally (in this case USA, USA reminiscent of similar chants from the previous political leaders and creating a powerful connection). There becomes a visceral response including rage in his listeners when his voice pattern changes laced with suspicion as he talks about anyone who opposes him (using associated images like “the swamp” creating emotional connections). He identifies his listeners as true Americans who must rally against the morally corrupt left-wing radicals whose only intent is to destroy the Country the love.
By tapping into their love for country and law and order and their fear of people who are different from them he utilizes powerful neurological pathways to override cognitive rational thought. It no longer matters what he has done in the past or said because those in the rally become emotionally connected with Trump allowing them to ignore things Trump does and says. He also creates fictitious events such as when he says he was going to release his full transcript of his call to Ukraine to everyone until he was falsely accused and had to release restricted portions. That should have sounded not credible yet the response of those in the rally was emotional approval.
We in western culture have considered ourselves dominated by our cognitive rational selves. Psychology has long talked the cortical cognitive control of behavior. The Keep America Great should wake us up to the importance of the affective aspect of the brain and how powerful it is when it can override the cognitive brain.
By tapping into their love for country and law and order and their fear of people who are different from them he utilizes powerful neurological pathways to override cognitive rational thought. It no longer matters what he has done in the past or said because those in the rally become emotionally connected with Trump allowing them to ignore things Trump does and says. He also creates fictitious events such as when he says he was going to release his full transcript of his call to Ukraine to everyone until he was falsely accused and had to release restricted portions. That should have sounded not credible yet the response of those in the rally was emotional approval.
We in western culture have considered ourselves dominated by our cognitive rational selves. Psychology has long talked the cortical cognitive control of behavior. The Keep America Great should wake us up to the importance of the affective aspect of the brain and how powerful it is when it can override the cognitive brain.
