Related to my last blog (“The Sound,
the Fury, and the Important”), just what is driving Donald Trump
and Hillary Clinton to in the polls? That I can answer in one word:
Media. Each gets so much media attention that they have an advantage
with voters.
Both Hillary and Trump were already
celebrities, well known and with lots of media coverage. Trump had
been famous for his so-called business success (though an examination
shows that success to be overblown, since he inherited his business,
then faced multiple bankruptcies). Hillary rode to fame on the
coattails of her husband. Both enjoyed celebrity status long before
they even announced their candidacies. The news media, which fawns
over movie stars and other celebrities, naturally gave them more
valuable publicity than it did to less famous people.
The other effect, the reason that extra
media coverage is so important, is that it is human nature to trust
the familiar more than we trust the unknown. The devil you know is
better than the devil you don't know. That is a well documented fact,
cognitive psychologists have long understood the phenomenon. It
affects everything from race relations to food preferences – and it
affects voting. Similarly with politicians. If we recognize a
politician's name and face we can develop a trust in him, a trust
lacking in his less well-known opponent.
That is the reason we see so many
political ads that emphasize the name of the candidate but say
nothing about his qualifications. Candidates know that many voters
tend to support someone they recognize, even if they really know
little about him. That is a dangerous tendency in any democratic
government. The demagogues use it to manipulate voters.
What can we do about it? I know of no
solution other than to understand the problem and make deliberate
efforts to overcome it. As citizens, we must look beyond the surface
of political campaigns. We must learn about each candidate's honesty,
ability, commitment to our way of government etc. We must vote on the
basis of those qualification and do our best to ignore name
familiarity, physical appearance, etc. Only by so doing can we reject
the demagogues and elect men and women who will serve us well.
No comments:
Post a Comment