Last 16th of february, Bárbara Aucejo, of the department of Neuropolitics of Emotion Explorer LAB participated on the module “Design of Political Campaign” planned in the postgraduate studies of Electoral Campaigns and Public Managment imparted by ADEIT, institution assigned to “Universidad de Valencia”, Spain. Carlos G. Rivero, titular of “Universidad de Valencia”, member of the department of political science and researcher of the “Center for Comparative Politics” of Southafrica colaborated with Barbara Aucejo in the session.
The session tried to present the importance of the aproach of neuroscience in the design of an electoral campaign: why is important the realization of public opinion studies previous to the approach of the campaign integrating neuroscience technologies as we use in Emotion Explorer LAB focused in the facial recognition of emotions, with the objective of male electoral campaigns for example.
The only way to change or remove the option of vote of an electorate ideologically definited is appealing to their basic emotions, the 6 emotions definited by Paul Ekman after his worldwide researches : hapiness, fear, sadness, surpise, anger/confusion and disgust. Emotion Explorer LAB adds one emotion more: neutral, considering that the shortage of emotion is a emotion in itself.
According to Manuel Castells and his theory of affectivity, the bestselling emotions talking about politics are the strategy of fear and create hope (translated as happiness). We, as marketing experts, are aware that the senses more potenciated in electoral campaigns until now are the sense of sight and hearing, and also aware of the power of other sensory stimuli, we challenge to campaig breaking with monotony, causing contrasts and achieve surprise and get the largest number of votes, ensuring the party’s victory.
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