Unlike Republicans, Democrats are neglecting to rewire our neural links.

So says psychprof Drew Westen:

[M]uch of our brain consists of networks of associations--thoughts, images, ideas, memories, and emotions--that become connected with each other over time, so that activating one part of a network activates the rest (including the gut-level feelings associated with a candidate that "summarize" voters' judgments about the candidate and are among the best predictors in the voting booth). The more times a network is activated, the harder it is to change, for reasons both physiological and psychological.

Physiologically, the more two neurons are activated together, the more likely one is to trigger the other, as chemical changes in the cells themselves and the actual growth of physical links between them bind them together. Pragmatically speaking, that means that the more times voters hear John McCain described as a war hero and a strong potential commander-in-chief-instead of, for example, a man with such poor judgment on national security that he would support an endless continuation of an ill-fated war much like the one he suffered through despite his own personal experience--the harder it will be to deactivate that network and inhibit those neural links.

Drew Westen... he seems to be one of these academics who's repackaged his field to make him an expert on politics. I note that the New Republic headline writers situated his insights the field of advertising anyway. The problem is the "delay in branding John McCain," not the delay in rewiring our neural links.

But what do we think of Drew Westen's political brain science?

One thing I love about blogging is that I have a searchable record of whether I've dealt with this character before. And yes I have. Here:

Newsweek serves up the hot news that voters are swayed by emotion...

... and tries to sell us the laughable theory that Democrats, not realizing this blindingly obvious reality, have gone wrong by relying only on rational argument.

The article is mainly about the book “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation,” by Drew Westen....

Hilariously, Newsweek claims that the reason Democrats and not Republicans are going to Westen for advice is that Republicans already know they need to use emotion. Never mind that that Westen's book is plainly speaking to Democrats and advising them on how to make their positions more emotionally appealing.

Ridiculous.

And here's another one:

In today's NYT, John Tierney conveys an expert psychologist's advice to John Kerry. The expert is Drew Westen, a psychologist at Emory University, and the specific Kerry concern addressed is Clinton's charisma, which is going to shine upon us for the next week or month or so. Should Kerry, like Gore, distance himself from Clinton? Professor Westen says no, based on experiments inspired by the commercial, shown in the 2000 Presidential campaign, that momentarily flashed the word "rats" on the TV screen:

[One experiment showed] that people exposed subliminally to "rats" before seeing the picture of a politician tended to rate the politician more negatively.

"Subliminal priming can't radically change someone's opinion, but it can have an impact," Professor Westen said. "It won't make you drink if you're not thirsty, but if you are thirsty it could make you drink more. If Republicans had run the 'rats' ad enough, it's possible they could have influenced a small number of voters."...

The psychologists measured his appeal last year by flashing subliminal images of Mr. Clinton to people before asking them to rate their feelings toward Gray Davis, the then-unpopular governor of California. The people unknowingly exposed to Mr. Clinton's face tended to rate Mr. Davis considerably less negatively than did the control group, and the effect was especially strong among independent voters (as opposed to hard-core Democrats or Republicans with fixed attitudes about Mr. Davis).

"It was surprising that something as fleeting as three brief images of Clinton could affect people's gut attitudes toward a politician who was already as well known and unpopular as Gray Davis," Professor Westen said. "Clinton can bring out warm feelings in voters for Kerry the way that the late Ronald Reagan did last week for President Bush. For Democrats the mantra this year should be, 'It's the emotion, stupid.'"

Hey, wait a minute! Drew Westen is advising the Democrats about subliminal advertising? Remember when I pointed out that the letters "NIG" appeared on the shoulder of the sleeping black child in Hillary Clinton's "3 a.m." commercial — the one that had such a mysteriously powerful effect on the nation's psyche? Lots of people went into severe reactive denial. I must be crazy! Ask psychprof Drew Westen if I'm crazy.

Looking back at that post, I see that I updated it with a comment that referred to Drew Westen's work. (The name was misspelled as "Drew Westin," which I've now corrected.) When I did that update, I didn't remember that Westen was on record as actively advising Democrats — urging them to operate on our brains subliminally.

Here are 2 things to keep separate:

1. What, if any, sorts of messages have a subliminal effect on our brains? How does this work? How can it be used and how can we defend against manipulation?

2. Which candidates are trying to use subliminal messages to get us to think things they couldn't say directly? How should we judge a candidate who we discover is trying to do that?

ADDED: And Bill Clinton knows all about Westen and his book:

By now [July 2007], Dr. Westen has met with just about every major Democratic group, big donor and activist, not to mention several presidential candidates over the last several months.

Former President Bill Clinton, who was reading the book over the weekend, called Dr. Westen from Colorado to tell him how much he liked it. (Mr. Clinton comes off very well in its pages.)

“To say I think it’s a very important book is an understatement,” Mr. Clinton said in a telephone interview yesterday, adding that he particularly liked the discussion of how one could “evoke emotion without being intellectually dishonest.”

“One of the things I do for Hillary is research,” he said, referring to his wife’s presidential campaign. “I read things and underline them. I want her to look at it; I think she’ll largely agree with its findings.”

AND: Just look at how Westen's book buttered up Bill Clinton.

"Why are the letters 'NIG' on the child's pajamas?"

Asks a commenter — "Tom" — on my post about the new Hillary Clinton commercial, the one that shows several children sleeping and then Clinton taking a national security phone call in the middle of the night. You can see the commercial at the link, and the pajamas in question are on display during seconds 11 and 12. On pausing, staring, and thinking, I believe these are pajamas that say "good night" all over them, but the letters "NIG" are set apart by a fold in the fabric.





Is the campaign responsible for sending out a subliminal message to stimulate racist thoughts in the unsuspecting viewer? It is either deliberate or terribly incompetent. There is no other writing on screen until the very end of the commercial, and if letters appear in any place in a commercial, they should be carefully selected letters. Certainly, each image is artfully composed and shot and intended to deliver an emotional impact. Could this be a mere lapse?

In 2000, there was a much-discussed commercial for George W. Bush that displayed the letters "RATS":

The announcer starts by lauding George W. Bush's proposal for dealing with prescription drugs, and criticizes the plan being offered by Vice President Al Gore. Fragments of the phrase ''bureaucrats decide'' -- deriding Mr. Gore's proposal -- then dance around the screen.

Then, if the viewer watches very closely, something else happens. The word ''rats,'' a fragment of the word ''bureaucrats,'' pops up in one frame. And though the image lasts only one-thirtieth of a second, it is in huge white capital letters, larger than any other word on the commercial.

The advertisement then declares, ''The Gore prescription plan: bureaucrats decide.''

But as one might be expect in a tightly contested presidential race, the Democrats have given the 30-second advertisement more than a quick glance.

After being alerted by an eagle-eyed Democrat in Seattle, aides to Mr. Gore examined the advertisement frame by frame, spotted the suspicious word and gave a copy of a slowed-down version to The New York Times.

Those aides said they had no comment and preferred that the advertisement, which has appeared in 33 markets nationwide since August, speak for itself.

Alex Castellanos, who produced the commercial for the Republican National Committee, insisted that the use of the word was ''purely accidental,'' saying, ''We don't play ball that way. I'm not that clever.''

Asked when he had first noticed the word in the commercial, Mr. Castellanos said, ''That's all I want to say.''

But several Republican and Democratic advertising consultants who were told of the commercial, as well as many independent academics, said they were startled that such a word would appear and said it appeared to be a subliminal attempt to discredit Mr. Gore.

Mr. Bush's chief media consultant, Mark McKinnon, said he had not noticed the word ''rats'' when he reviewed the advertisement before it was broadcast. Most people probably have not noticed either, although some people who watched a tape of the commercial at normal speed today -- albeit very carefully -- said it was visible.

After being told of the word, Mr. McKinnon said the commercial should be corrected because it ''certainly might give reporters or anybody else who looked at it'' a reason to stir up attention.

But after taking another look at the advertisement, he amended his comment.

'' 'Rats' is not a message,'' Mr. McKinnon said. '' 'Bad plan' or 'seniors lose' might be. But 'rats?' We're just not that clever. I just watched it five times in a row. Hard as I looked, couldn't see 'rats.' ''

Almost every advertising professional interviewed said that given the technology by which commercials are assembled frame by frame, it was virtually impossible for a producer not to know the word was there.

''There is no way that anything Alex Castellanos does is an accident,'' said Greg Stevens, a veteran Republican advertising consultant here.

The intense scrutiny of the "RATS" ad heightens the assumption that presidential candidates these days pay close attention to any incidental lettering that appears in their ads. "RATS" as part of the word "bureaucrats" in an ad criticizing Gore's prescription plan is nothing compared to "NIG" isolated on a sleeping child's shoulder in an ad intended to create doubts about a black man's ability to take an urgent phone call at 3 a.m., an ad authorized by a candidate who has already heard accusations that her campaign is slipping racial material into its attacks on her opponent.

This is either a revolting outrage or shocking incompetence.

IN THE COMMENTS: Some controversy, of course. I know this is hard to take. But let me front page this one, from Mortimer Brezny, who is responding to a commenter who said: "[F]or subliminal messaging to be effective, I think it has to be intelligible. In this case, you really have to fill in the dots (reconstruct the right-half of the G) to make it so. If it had said NIC, would there be an issue, because you could imagine C => G?"

Oh, that is incorrect. The way the mind makes closure is by filling in the blanks. You don't need to see an entire face to envision what the other half of it looks like. That is not a conscious activity of the brain, it is neurological, like seeing the color red.

Certainly, Ann is correct that you activate associational networks in the brain. NIG is quite obviously in the same area of the brain as NIGGER, just as both words are nearby in the dictionary. And the commercial is about Obama. Associating those two neural pathways (Obama, Nig__) at the same time may create the subliminal message Ann is talking about. In that case the real fear being exploited here is "Do you really want a nigger in the White House?"

This is not bunk. Drew Westen has done a good amount of empirical work on it. And political hacks use such research in crafting their ads.

You may disagree with Ann's conclusion. But her analysis explains why the commercial -- incoherently -- focuses on kids in bed. No one is scared that terrorists will break into their home late at night and harm their children. The threat depicted does not correspond to the threat described by the narrator. But the threat depicted does prey on fears of criminals breaking into your home. And it is a persistent stereotype that black people are the source of crime. Indeed, being tough on crime has been a GOP code word for being tough on blacks. Longtime Republican strategist Lee Atwater himself admitted that.

"So if, with our subconscious, we actually notice these 2.5 letters, and our subconscious assumes that this is a G and not a C, then this forms a fragment of a racial slur, which some of us might subconsciously pick up on, and associate, naturally, with Obama."

Yes. The mind does this everyday, as when you see a sign behind Obama's head that reads "CHANG". You don't think Obama has chosen a Chinese running mate. You think Obama's head is obscuring the E because you have seen a "CHANGE" sign before. It does not require conscious thought and it takes less than a second to process.

It's funny that Ann often dithers around for fun to mass appeal, but when she writes a post that clearly demonstrates she's a genius, the claws come out.

Feel free to observe the claws out on many other websites, where personal attacks on me take the place of any serious effort to engage on the merits. For example, the usually serious blogger Kevin Drum calls me harebrained and a glue sniffer. The vicious attack on the messenger bespeaks fear of the message and lack of a substantive argument against it.

NOTE: I've added a link to the video in the first paragraph of the post and two screen captures from the video, taken at 0:11. The first capture is the full screen, with no digital editing. The second capture is a closeup of the lettering, and I've turned up the contrast, saturation, and sharpness. There's no question that there are letters on the pajamas. The letters N and I are very clear. The third letter, G, appears only partially, but it is definitely a G. You can see the center line slightly, and the other letters in the area make it likely that the words "good night" appear as a pattern on the pajamas.

MORE IN THE COMMENTS: Pastafarian wrote:

You must be kidding, right? The G is partially obscured, on the side of the screen and slightly out of focus, written sideways, and present for a second or so; I wouldn't even have guessed that it was a G, had I not been told. I would have assumed a C, had I even noticed this.

Amba aptly responds:

That's exactly how a subliminal-advertising genius would do it. With deniability, with doubt, right on the edge of intelligibility. If it was even a little more obvious, it wouldn't work. This way, anyone who brings it up can be called paranoid and crazy; it can be reflected back on the hypersensitive Obama campaign. We'll never know for sure if it's real, but one way to check would be to find out who made the ad and check out some of that person's other work.

By the way, the sleeping child appears to be black. Mere coincidence?

MORE: In this new post.

AND: If you've mocked me for this post, read this and then send me your apology.

Social psychology and politics.

Social psychologists examine political behavior:

Studies presented at [a conference last week] produced evidence that emotions and implicit assumptions often influence why people choose their political affiliations, and that partisans stubbornly discount any information that challenges their preexisting beliefs.

Emory University psychologist Drew Westen put self-identified Democratic and Republican partisans in brain scanners and asked them to evaluate negative information about various candidates. Both groups were quick to spot inconsistency and hypocrisy -- but only in candidates they opposed.

When presented with negative information about the candidates they liked, partisans of all stripes found ways to discount it, Westen said. When the unpalatable information was rejected, furthermore, the brain scans showed that volunteers gave themselves feel-good pats -- the scans showed that "reward centers" in volunteers' brains were activated. The psychologist observed that the way these subjects dealt with unwelcome information had curious parallels with drug addiction as addicts also reward themselves for wrong-headed behavior.

This shouldn't surprise anyone. We process new information by incorporating it into what we already understand. How could we possibly think and get on in the world if we didn't?

Another study presented at the conference, which was in Palm Springs, Calif., explored relationships between racial bias and political affiliation by analyzing self-reported beliefs, voting patterns and the results of psychological tests that measure implicit attitudes -- subtle stereotypes people hold about various groups.

That study found that supporters of President Bush and other conservatives had stronger self-admitted and implicit biases against blacks than liberals did.

Not surprisingly, given that first study, Bush partisans find ways to discount this study:

Brian Jones, a spokesman for the Republican National Committee, said he disagreed with the study's conclusions but that it was difficult to offer a detailed critique, as the research had not yet been published and he could not review the methodology. He also questioned whether the researchers themselves had implicit biases -- against Republicans -- noting that Nosek and Harvard psychologist Mahzarin Banaji had given campaign contributions to Democrats.

"There are a lot of factors that go into political affiliation, and snap determinations may be interesting for an academic study, but the real-world application seems somewhat murky," Jones said.

So how did they do the study? Actually, it was an on-line test that I'm sure many of you took. I know I did:

For their study, Nosek, Banaji and social psychologist Erik Thompson culled self-acknowledged views about blacks from nearly 130,000 whites, who volunteered online to participate in a widely used test of racial bias that measures the speed of people's associations between black or white faces and positive or negative words. The researchers examined correlations between explicit and implicit attitudes and voting behavior in all 435 congressional districts.

The analysis found that substantial majorities of Americans, liberals and conservatives, found it more difficult to associate black faces with positive concepts than white faces -- evidence of implicit bias. But districts that registered higher levels of bias systematically produced more votes for Bush.

Do you find yourself thinking of lots of ways to discount the study? Is it because you're a Bush partisan? And if you're thinking the study is pretty good, well, aren't you a Bush opponent?

Can Clinton help us love Kerry?

In today's NYT, John Tierney conveys an expert psychologist's advice to John Kerry. The expert is Drew Westen, a psychologist at Emory University, and the specific Kerry concern addressed is Clinton's charisma, which is going to shine upon us for the next week or month or so. Should Kerry, like Gore, distance himself from Clinton? Professor Westen says no, based on experiments inspired by the commercial, shown in the 2000 Presidential campaign, that momentarily flashed the word "rats" on the TV screen:

[One experiment showed] that people exposed subliminally to "rats" before seeing the picture of a politician tended to rate the politician more negatively.

"Subliminal priming can't radically change someone's opinion, but it can have an impact," Professor Westen said. "It won't make you drink if you're not thirsty, but if you are thirsty it could make you drink more. If Republicans had run the 'rats' ad enough, it's possible they could have influenced a small number of voters."

But what really hurt Democrats in 2000, Professor Westen said, was Al Gore's distancing himself from Bill Clinton. Although many voters may tell pollsters and focus groups that they disapprove of Mr. Clinton because of the Monica Lewinsky scandal, Professor Westen said, in their hearts they still like him.

The psychologists measured his appeal last year by flashing subliminal images of Mr. Clinton to people before asking them to rate their feelings toward Gray Davis, the then-unpopular governor of California. The people unknowingly exposed to Mr. Clinton's face tended to rate Mr. Davis considerably less negatively than did the control group, and the effect was especially strong among independent voters (as opposed to hard-core Democrats or Republicans with fixed attitudes about Mr. Davis).

"It was surprising that something as fleeting as three brief images of Clinton could affect people's gut attitudes toward a politician who was already as well known and unpopular as Gray Davis," Professor Westen said. "Clinton can bring out warm feelings in voters for Kerry the way that the late Ronald Reagan did last week for President Bush. For Democrats the mantra this year should be, 'It's the emotion, stupid.'"

Interesting experiments, but do these conclusions fit? In the experiments, as in the "rats" commercial, images were flashed too quickly to register in the viewer's conscious mind. What Clinton is going to be doing in the next week or so is about as far from that as you can get. If Clinton and Gray Davis shared the stage for an interview or if Clinton spoke for half an hour and then Gray Davis came up to speak, would we like Gray Davis more? Maybe, but I don't see the connection with the experiment. Doesn't the experiment have to do with slipping past the conscious mind?

The comparison to the recent glorification of Ronald Reagan is more apt, but not only is there no experiment testing the effect of that experience on voters' minds, but the Reagan funeral events were beautifully orchestrated rituals. Clinton lives and breathes and will be out and about doing interviews. One can only speculate about the effect that will have on our feelings for Kerry. Clinton is rather likely to say some things about Iraq and the war on terrorism that support Bush and contradict the general flow of anti-Bush emotion Kerry might hope for. I don't really see that the professor is offering Kerry-supporters much reassurance about the coming Clinton media-fest. But what are you going to do? Let's all watch Clinton now. It will be interesting. We just wallowed in the 80s, so let's wallow in the 90s. I don't know whether Bush or Kerry will benefit from the Clinton-fest, but we all benefit from the break from having to listen to Bush and Kerry. There will be time enough for the 2004 campaign in the fall.

By the way, can we please stop saying "It's the [blank], stupid"? But even if we are going to continue with "It's the [blank], stupid" slogans, "It's the emotion, stupid" would be a terrible one, because you don't affect people's emotions by announcing that's what you're trying to do. In any event, some unknowable component of decisionmaking is always emotional, but trying to make that emotion flow the way you'd like is another matter altogether. I'm glad experts are doing experiments about this, but what a disaster it would be if we actually learned how to control the voters' emotions. We'd have to abandon democracy, wouldn't we?