The outsized power of the personal narrative today compared with even a generation ago (in 1980, Ronald Reagan ran not on personal narrative, but on hope and the promise of change) reflects something that has become almost a cliché in political analysis — namely, that emotions, more than a dispassionate and rational analysis of candidates’ records and positions, determine many voters’ choice on election day. The emotion can be hope or fear, pride or disgust. And don’t be too quick to pat yourself on the back for thinking you cast your vote based on a logical parsing of a candidate’s positions. For all but the most wonkish wonks, what matters is how the prospect of pulling out of Iraq or expanding oil drilling or any other policy makes you feel, and not a pro-and-con analysis of its pluses and minuses, which few people can figure out. (Would it be better to set up universal health insurance through a mandatory opt-in or opt-out? Exactly.)

All of this has been true for decades. What’s new is that the circumstances of this election have conspired to push people away from the reason- and knowledge-based system of decision-making and more down the competing emotion-based one. The latter is more ancient and has, throughout the course of human evolution, “assured our survival and brought us to where we are,” says neuroscientist Antonio Damasio of the University of Southern California, a pioneer in the study of human emotions and decision-making. In addition, brain circuitry is such that emotion can override reason much more easily than vice-versa. But none of this means that we are always slaves to our passions. Which pathway dominates depends on circumstances, and one of the most salient circumstances of this campaign is the sheer amount of information voters are bombarded with, says Damasio. You can barely pass a screen (TV or computer) or overhear a radio without being pummeled with the latest brouhaha over lipstick-wearing pigs or which candidate was cosier with lobbyists for the failed mortgage giants. When FDR was making radio addresses, “people had the time needed for reflection, to mix emotion with facts and reason,” says Damasio. “But now, with 24-hour cable news and the Web, you have a climate in which you don’t have time to reflect. The amount and speed of information, combined with less time to analyse every new development, pushes us toward the emotion-based decision pathway.” And not even emotions such as hope. Voters are being driven “by pure like and dislike, comfort or discomfort with a personality,” says Damasio. “And voters judge that by a candidate’s narrative.”

... contd.