Emotion is essential…

A recent article from Ian Dunt sums up much of the problem:

We are living in a world in which truth is a devastated property. That’s often the result of hermetically-sealed tribal identity groups online and the malicious impact of hostile actors, like Putin’s Russia. But it is also because the government we live under is defined by falsehood.

Brexit is, at best, likley to prove that the Tories have managed to sell a reassuring lie.

But when you’re preoccupied with the struggles of everday life, which Conservatives just happen to have made considerably more difficult, then that reassuring lie is so much more comforting – and just easier to believe.

Unless progressives can find an answer to win and tell the truth, then the reactionaries may well keep on winning.

Whilst there is ample evidence to suggest that education, education, education was a good indicator of a vote to remain – and indeed, to vote, yet in order to ensure it hits home, the truth has to be made desirable by being provided with some weight of convincing emotional appeal. For those sensing loss & insecurity in troubled times, feeling part of any group is comforting. Which is why crude patriotism, which was the prime motivator in Brexit, was such an easy win.

I suppose I’m edging towards the idea that ‘how to win with truth’ is with well thought through, proper marketing – something the Tories, for all their overwhelming resources, were not very good at – there was one slogan and then emptiness – no wonder Johnson never wants to be interviewed.

It is similar to creating a brand, where you need to persuade significant numbers of people to feel they can be part of it and then sell it more widely. Although Labour is reckoned to have been an abject failure at the last election, in my view they were not. They endured the contempt and adverse propaganda of almost the entire media. And amoung voters Corbyn does seem to have been as divisive as Marmite, which was the emotion that impinged – more negatively than positively – on the policies. Johnson was, like Cameron and May before him, an empty vessel, but at least, unlike Corbyn, he was a bit of a laugh.

And I am not the first to suggest that people who have been convinced by emotion are unlkely to be dissuaded by reason.