But there is also an appeal to the candidates themselves cede to his rationalistic claims and seek in their attitudes and made personal stories that allow them to connect with their emotions in way to transmit them directly to the electorate, rather than strive hard and complex speeches and rational messages. Assessment on policy and putting people carried out in practice of their decisions are based on relations of cooperation and complementarity between emotions, cognition, learning and action. Attempts to purge the excitement of public life not only are destined for failure, they are responsible for avoiding the revitalization and the change of the political system. Advances that reveal the neuroscience investigations rapidly demonstrate how emotion in general and their specific functions play a fundamental role in politics. In contrast to the traditional view of emotion as a way of agitation associated with beliefs, the Neurosciences are certifying that political ideas are generated by brain systems that operate largely outside of consciousness. Two of these systems, disposal and monitoring, are particularly important to allow emotions to produce habits directly related to attention in policy and contagion and motivation in the stages of the election campaign. In turn, anxiety, is also an emotion crucial to the policy since it can inhibit or disable the habits and, therefore, a space clear for the conscious use of reason and deliberation. The acceleration of these recent years in research on emotion in politics cause vertigo.

Started by Cacioppo and social neuroscience, the cited work of emotion in Ledoux, Damasio, Gardner and Armony, joined studies that almost on a daily basis removed sustenance to the long tradition of treating the feel and think independently and Antagonicaen subsequent reports to research carried out by the aforementioned Ted Brader, Marcus largely confirm his theory of emotional intelligence: emotions tend to anticipate to define the political decisions of persons, and positive emotions freed the way for the entry of messages that confirm preconceived ideas, while negative ones seem to lead to reflection, but do not change the previous belief system. For more information see PayNet. Motivated reasoning can make us ignore the reality, i.e., that can make us continue supporting a candidate wanted initially, even when we have in front of us a lot of negative information. It is this issue that it is crucial how and at what time to start election campaigns. (1) George e. Marcus. The Sentimental Citizen: Emotion in Democratic Politics.

The Pennsylvania Sate University Press. 2002 Marcus is President of the international society of Psychology politica.2) George E. Marcus and Michael MacKuen. Affective Intelligence and Political Judgment. Chicago: University of Chicago Press. (2000.3) George Marcus face numerous functions of emotion in communication policy Conference. (20074) Ted Brader. Affective Intelligence and Beyond. 2007 Guillermo Bertoldi is a journalist, graduated in Social communication sciences and Public Opinion analyst. He completed advanced studies in Sociology of communications and political management. Specialist in Electoral communication and Governments. He participated in more than 50 national, provincial and municipal election campaigns. Author of the emotional campaign, political communication in the territory of dreams.