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Slides that go with this video on how a candidate can use anger (righteous indignation) in an election campaign https://www.youtube.com/watch?v=IgmzIrAG318
Citation preview
Winning the Campaign
Why Aren’t You Angry?
Željko Zidarić Civic Innova1on Incubator October 27, 2014
I inkubator
Part 1
Part 1
For those who are not angry at the things they should be angry at are thought to be fools, and so are those who are not angry in the right way, at the right time, or with the right persons; for such a man is thought not to feel things nor to be pained by them …
Aristotle 350 B.C.E- Nicomachean Ethics
Act
ivist
s
Vide
o In
dex
Anger in Campaigns
Part 1• Thought provoker• Your offense plan
Part 2• Emotions in voters• How anger works• Evolution• Psychology
Thought Provoker
Issu
eShould a candidate show anger during election campaign?
Yes, but the right type of anger, ��� in the right amount.
Q.
A.
When was the last 1me you thought about your candidate using anger in the elec1on campaign? Should a candidate show anger during elec1on campaign? Commonly accepted answer is that the candidate should not get angry -‐ but this makes no sense to me for a number of reasons. I think that it might be acceptable and beneficial for the candidate, especially a challenger candidate, to some some anger, but the right kind of anger at the right levels.
Let’s start at the very beginning. Why do you want to get into poli1cs? Is it to be someone or to do something?
Speaking notes
Que
stio
nWhy do you ���want to get ���
into politics?
To be someone,or
To do something?
Cha
nge
On what do you base your request for change? What is worth getting angry about?
Incompetent Government Malfeasance
Corrupt
Liar
If you want to do something, that means that you think you can do something beMer than the incumbent is doing. If you want to change the government, on what grounds do you want to bring that change? Usually the reasons are significant. The incumbent has not fulfilled promises or they have been negligent or incompetent in their leadership.
Are large or small changes needed? If things are going well, then only Small changes, or tweaks are needed to op1mize the system, this is the domain of management Large changes, finding a new way of doing things, is the domain of leadership. Sp
eaking notes
Chan
ge
A
B3
CManagement
Leadership
Why are you a candidate?
B2B1
How big is your change?
Smal
l Cha
nge
A
B3
Management
B2B1
Present state = good No anger
Small ChangeIncumbent candidate
If large changes are necessary, then there might be a good reason to be angry Are the people angry? How angry are they? How angry are you
Voters decide who they want to vote for based on the character and the policies of the candidate. More oTen than not, character is the more important criteria. Since I can’t foresee all poten1al future issues I want to empower a leader that is “like me” -‐ does candidate share my values Will candidate make decisions that I would make?
Speaking notes
Big
Chan
ge
A
C
Big ChangeChallenger candidate
How bad is the present state? - Should we be angry?
Dec
isio
n
• moral fiber• courage and strength• psychological soundness• genuine / authentic
Character Policy
Voters decide on
Common strategy ���= do not show anger in campaign
• Unattractive and is unfriendly. • Angry face = intimidation • Angry face = untrustworthy
• avoidance and defensive responses• higher social dominance
Risk
Q: Why would I risk ���showing anger?
The Commonly accepted rule of thumb is that the voters can be angry, but the candidate should stay cool. Why would I risk showing anger if. Anger is not aMrac1ve and is unfriendly. The angry face in1midates us and we perceive it as untrustworthy The Angry face triggers avoidance and defensive responses but anger does communicate higher social dominance
What do you think of the “show no anger” rule? does it make sense to you. Do you know why you are afraid of showing your emo1ons? • What your opponent will say? • What the pundits will say? • What the voters will think of you? Sp
eaking notes
“They” say voters dislike "angry candidates”.
But why?
Are you afraid of • showing your emotions?• what the pundits will say?• what your opponent will say?
What is wrong with being angry?
Risk
Lack
of S
tudi
es
Candidate emotion has been overlooked
CandidateVoters⌃
Maybe it has something to do with the fact that the leT is more fear oriented and the right is more anger oriented and there are more leT-‐wing academics than conserva1ve academics doing research. While there are cultural variances around the world, Conserva1ves overall might be more comfortable with an angry candidate than would be progressives.
In my opinion, we really do not know much yet, or we have ignored, studies of emo1ons in the candidates. We know a lot about how emo1onal voters act and how to make voters angry or afraid but there is a surprisingly small amount of literature on how mass behavior is affected when candidates are the ones who nega1ve express emo1on. There are a lot of training opportuni1es to perfect your happy face, but not your disappointed or angry face. Do we avoid anger because we are afraid of it?
Speaking notes
Expe
ctat
ions
Conservatives want a ���
strong leader
Progressives���want a ���
caring leader
NAZI! PINKO!
Maybe we avoid anger because We know that we do not like it when people are angry at us. Almost everything we know and feel about anger is about when anger is directed at US personally. We know that we hate having people be angry at us and we work hard to avoid it. We also understand why we get angry and how we feel when we get angry. We know what this anger means.
Now think about how you feel when someone gets angry on your behalf and defends you against the same people you are angry at. Have you had this situa1on at work where your boss got angry at someone that was doing harm to your team? how did you feel about your boss for protec1ng you? Did you look down on your boss for ge[ng angry? Or did you feel good about it?
Speaking notes
Cont
ext
AngerAngryLeader You
✗ You don’t like this
Anger directed at you
Cont
ext
You understand this
Anger directed at other
AngryYou OtherAnger
Cont
ext
Other
You like this!
AngerAngryLeaderYou
Anger in your defense
✔
Cont
ext
The enemy of my enemy is my friend
CommonEnemy
The enemy of my enemy is my friend The candidate that is angry like I am, is my representa1ve The representa1ve is not angry with the base, but Angry with the wrong-‐doers -‐ The incompetent, negligent, corrupt, Angry with my enemy, those that brought harm to me
Before we get into the defini1on of anger we need to make clear what anger is not Anger itself is neither good or bad Anger is not violence or aggression There is a difference between the emo1on and the behaviors that follow. It is the behaviors that come from our anger that are good or bad Sp
eaking notes
Wha
t it i
s Not
BadGood
Anger Aggression
From Latin word angō
ango, angere, anxi, anctus
Definitions:1. choke, throttle, strangle2. distress, cause pain, vex3. press tight
Anger
Defi
nitio
n
Anger comes from the old La1n word ANGO which means “TO CHOKE” Anger is a warning bell that tells us that something is wrong. Anger is an emo1onal response related to one's psychological interpreta1on of having been threatened. OTen it indicates when one's basic boundaries are violated.
There are many different types of anger Maybe a beMer concept, type of anger, is INDIGNATION feeling or showing anger or annoyance at what is perceived as unfair or unjust treatment. Indigna1on is oTen composed of anger, disgust, contempt, and resentment.
Speaking notes
Anger is a warning bell ���tells us something is wrong
Strong emotional response of displeasure, annoyance, antagonism or belligerence aroused by a wrong, a threat ���or as the result of some ���real or supposed grievance.
Anger
Defi
nitio
n
Syno
nym
Indignation Anger
anger+disgust+contempt+resentment.
Syno
nym Indignation
adjective • morally good / right• following religious
or moral laws
Righteous
noun• anger caused by
something that is unfair or wrong
Syno
nym IndignationRighteous
Justifiable Anger
Righteous = morally good / right following religious or moral laws Indigna1on = anger caused by something that is unfair or wrong Righteous indigna1on is Jus1fiable Anger There are many types of anger and many of them are destruc1ve. Jus1fiable anger is construc1ve.
There is only one form of “legal anger” in the Chris1an belief system and that is when we people are angry at the same things that God would be angry with -‐ harm and injus1ce to others. The right type of construc1ve anger, shown by Jesus in the cleansing of the temple also known as • Righteous Indigna1on • Moral Indigna1on • Moral Outrage • Righteous Anger
Speaking notes
Righ
teou
s
Cleansing of the Temple
Construc1ve Anger
Righteous Indigna1on Moral Indigna1on Moral Outrage Righteous Anger Construc1ve Anger
Righ
teou
s
Moses and Golden Calf
Two types of anger
“anger of man”
“anger of God”
Be angry in a way that ���is righteous, that is ���a reflection of God.
Godly anger is not explosive, but is only slowly provoked. It is always under control. It does not lose its temper. Godly anger is legal anger. It is wrath based upon men’s viola1on of God’s law, and it is anger which is lawfully expressed For those that know the story of Moses and the ten commandments, was Moses jus1fied in ge[ng angry at his people for worshipping the golden calf while he was receiving the ten commandments from God?
In the New Testament we are given guidance on proper anger Be angry, and yet do not sin; do not let the sun go down on your anger, and do not give the devil an opportunity. The one who steals must steal no longer. Ephesians 4:26-‐28 But don’t be "self-‐righteous” defined as "filled with or showing a convic1on of being morally superior, or more righteous than others; smugly virtuous"
Speaking notes
Righ
teou
s Righteous Anger
Be angry, and yet do not sin; do not let the sun go down on your anger, and do not give the devil an opportunity. The one who steals must steal no longer. Ephesians 4:26-‐28
Root
Cau
se
Emotion Reason
Emotion Reason
As a rule of thumb, anger that is based primarily on emo1on is not acceptable “anger of man” which does not achieve the righteousness of God anger that is based on reason is acceptable “anger of God” which is an expression of God’s righteousness.
Back to the ques1on about why would I risk using and showing anger Anger is one of the most maligned emo1ons Righteous Anger empowers • leadership poten1al • focus on the prac1cal • willingness to accept risks • feeling of control and op1mism • working harder to get goals • beMer nego1a1ons and interac1ons prevents passive acceptance of societal wrongdoings
Speaking notes
Rew
ards
Righteous Anger empowers• leadership potential• focus on the practical• willingness to accept risks• feeling of control and optimism• working harder to get goals• better negotiations ���
and interactions
prevents passive acceptance ��� of societal wrongdoings
Q: Why would I risk ���showing anger?
I am a patriotic citizen I love my country
I’m angry !!!
Why aren’t you ???
Your Offense Plan
Act
ion
“Usually when people are sad, they don’t do anything. ���They just cry over their condition. ������But, when they get angry, they bring about a change.” - Malcolm X
Pers
pect
ive
Now that you have started thinking about anger, let’s now look at how anger can be used in the campaign. In an elec1on campaign, it is not enough to get people to like us -‐ we need them to do something -‐ vote! Malcolm X said “Usually when people are sad, they don’t do anything. They just cry over their condi1on. But, when they get angry, they bring about a change.”
Anger can be a tricky emo1on for a poli1cian Electorate can be as angry as they want. Poli1cian must be more temperate. Temperate -‐ that is the key word. How to be under control. Every campaign will be different because of the changing landscape of the social and poli1cal environment but in every campaign you must • Be genuine • Love what you do • Share your values • Show emo1ons
Speaking notes
Cam
paig
n
Be genuineLove what you doShare your valuesShow emotions
Cam
paig
n Anger can be a tricky emotion for a politician
Electorate can be as angry as they wantPolitician must be more temperate
Give voice to voters' frustrationsChannel their anger
Def
ense
Sys
tem Fear
Anger
Humor
Positive
Promise
Hope
Mar
ketin
g4 Csof PoliticalMarketing
4Ps of Marketing• Product• Price• Place• Promotion
Cause
Constituencies
ComparativeAdvertising
CelebrityEndorsement
Everyone of us has developed a “defensive shield” that protects us from the constant barrage of adver1sing that we are inundated with every day. Just because your adver1sing is poli1cal during a campaign does not mean that the person will open their mental doors and let your ideas in. We need to find a way in. Emo1onal messages using emo1ons such as fear and anger, along with humor have a beMer chance to break through. We can’t ignore fear and anger -‐ it is encoded into our DNA.
You know the 4 Cs of poli1cal marke1ng But remember when I asked whether you want to be a poli1cian because you want to be someone or to do something? What you want to do is your cause. Iden1fy it clearly. Communicate it passionately You also already know the 4 Cs of story-‐telling. Think of all the stories you have heard all of them tug on your emo1ons to create a stronger connec1on with you, the listener
Speaking notes
Your
Sto
ry
4 CStorytelling
Connection Comprehension
Credibility Contagiousness
Conn
ect
GenuineAlignment• Words• Actions• Feelings
Use the knowledge we have of mirror neurons to connect at deeper level. In prepara1on for the campaign, you have met with people and your team has researched the mood of the people with a specific focus on your base of supporters. You know how they feel. Mirror them. Mirror their feelings Think about how knowledge of mirror-‐neurons can make your message more genuine by Aligning Words, Ac1ons, Feelings
You are an expert at the rhetorical triangle -‐ also going back to the days of Aristotle. The three components being Logos, Ethos, and Pathos Ethos-‐ is personal credibility of the speaker You might have the best stories and the best evidences, if your listeners don’t think you’re credible, you won’t persuade them of anything… Logos is logic -‐ it appeals directly to the leT side of the brain: our logical senses. If you want to persuade, you need to build a strong argument, with logical facts, sta1s1cs and evidence. Pathos is emo1on and appeals, the right part of our brain. You want to create feelings in your audience. In marke1ng, they say that it’s the emo1ons that make the consumers buy the products. Their reason only comes up with jus1fica1ons aTerward
Speaking notes
Pers
uasi
on
Rhetoric
LogosReasonLogic
Message • Structure • Comparisons • references
Speaker • personal branding • credible sources • confidence
Audience • vivid language • Inspira1onal • stories Pathos
EmotionValues
EthosCredibility
Trust
Com
mun
icat
ions
“Total Liking” 7%Words
55%Body
Language
38%Tone ofVoice
35%Verbal
65%Non-Verbal
CommunicationComponents
You also know that body language and how you communicate your message is more important than what you say -‐ in having the listener like and accept accept what you have to say. By some es1mates, less than 10% of the likability of the communica1on comes from the words themselves congruence = Are the words being spoken match the tone and the body language?
Emo1ons affect your words, your voice and your body language You choose words based on their emo1onal connota1ons. Your emo1ons determine the tone of your voice and your emo1ons are seen in your body language I’ll say it one more 1me -‐ To be genuine, your words, tone of voice and body language must align.
Speaking notes
Be G
enui
ne“Total Liking” 7%
Words
CommunicationComponents
55%Body
38%Voice
EmotionsAffect
Cam
paig
n Your narrative
When you attack
When you are attacked
In your campaign there are Three opportuni1es for anger In your narra1ve, in your Assessment of the state of the na1on you can show indigna1on on behalf of everyone. When you aMack -‐ cri1cally asses the past performance of the opponent and you will debunk the poten1al of their promises. When you are aMacked -‐ will you ignore untrue aMacks? No! what kind of a person doesn’t defend themselves? How you react communicates a lot about your character to the voters. You want to be quick and strong, but your response must be in propor1on to the allega1ons
One of your most interes1ng, controversial but effec1ve tools is the nega1ve campaign. Nega1ve does not mean bad, but that it is focused on your opponent rather than yourself. In the nega1ve campaign, specifically in the aMack ads, You will show your jus1fiable anger. AMack ads are riskier -‐ ensure they are true. Safer are the compare and contrast adds which show how you and your opponent differ and how you are superior. For more detail, watch my video on nega1ve campaigns
Speaking notes
Cam
paig
n
NegativeCampaign
CompareContrast
Attack
You +
Them -
All aboutopponent
Primary
Secondary
Neg
ativ
e A
ds
DirectYou Them
Polite Attacks
• politely aggressive• Stay respectful• not be ad hominem• about ideas, policies and failures
The candidate should make polite aMacks. AMack in a way to build the candidates strength and character while minimize risking of misinterpreta1on and blowback
Harsh aMacks should be carried out by arms length third par1es. Others can show more anger than can the candidate -‐ The objec1ve is to show the anger of the people, and destabilize the opponent trying to make them stumble in their narra1ve. -‐ but even here the character of the campaign can be tarnished by outlandish aMacks. Sp
eaking notes
Neg
ativ
e A
ds
YouThem
Indirect
ThirdParty
Harsh Attacks
Med
ia Excitement
Drama
Controversy
the media is always looking for excitement, drama and controversy. Never forget that. If you want to be in the media, you need to provide drama and excitement. Urgency, crisis and emo1onal appeals are more interes1ng than analysis of policy problems and presenta1on of plaqorms.
Like any bestseller, your narra1ve needs to have an emo1onal flow. Happiness, sadness or fear, resolve to fight, victory happiness again. The emo1onal structure of your communica1ons will vary with the situa1on. How much 1me you spend happy and hopeful and how much 1me you spend angry will vary -‐ but every story has an emo1onal component -‐ the highs and the lows.
Speaking notes
Emot
iona
l Trip
Angry
Disappointed
Satisfied
Happy
Media• Drama• Excitement
Cont
ext
Angry
Disappointed
A CB
Some1mes the media is not your friend. If the media can’t find excitement, drama or controversy, some1mes they will create it In the modern media age where the sound-‐bite is king and the media spins things out of context by showing a 20 second clip of something without the build-‐up without the proper context. Without context the media can make you look foolish Ensure that your anger is well scripted -‐Show strength, but be in control.
Your values and your personality, your character, are part of your personal brand. Who you are as the leader also defines the brand of your poli1cal party. For more detail see my videos on brand management People will trust you if you look out for the interests of others and not just your own. Your jus1fied anger must be on the behalf of your cons1tuents
Speaking notes
Your
Bra
nd A brand is • promise to deliver • warranty of quality • complex symbol -‐ Philip Kotler Marke1ng Management
Brand
Personality
Customer
Trus
t
TrustAlways act
with honesty and integrity
Keep your promises
Look out for interests of others,
not just your own
Openness in communication
with everyone
Char
acte
rMore Dominant
YouThem
subordinate
Char
acte
r
YouThem
lacking motivation
More Motivated
Anger is seen as increasing the level of perceived dominance in both men and women. Do you want to be the dominant alpha or the subordinate beta? The angry person is perceived to be more mo1vated to take ac1on. Remember -‐ you want to get into office to DO SOMETHING to take ac1on The smart angry person is more likely to be on the offence their narra1ve pu[ng your opponent on the defense
Once again -‐ remember -‐ cool controlled anger wins There are different levels of anger Get angry at a level that s1mulates ac1on -‐ to overcome and undo the harm is the appropriate level of anger. The proper level of anger will show your focus, concentra1on and resolve Being livid and losing control is not a good way to show who you are.
Speaking notes
Char
acte
r
YouThem
defense
Go on Offence
Face
s of A
nger
✔ ✗
You
Got
It!
How to handle ��� Righteous Indignation
1. React immediately … 2. … but contemplate3. Confront root cause 4. Have a clean heart 5. Don't sin 6. Make a difference.7. Stay in controlH
ow to
Rea
ct
stee
ly re
solv
e
Performan
ce
Poor
Good
EmoDonal Arousal
Low Under-‐aroused
High Over-‐aroused
Op1mal Zone Maximum Performance
Moderate Op1mal
Opt
imal
Ang
er
Bored
Alert Anxiety
Panic Calm Stress Distress
Anger, is a stress, and has an op1mal zone for op1mal performance Too liMle anger and you are ineffec1ve Too much anger and you are ineffec1ve You need to find the sweet spot Just enough stress to be mo1vated and mo1va1ng -‐ without turning people off
Your op1mal anger in the campaign will be shown through words Aggressive request for Change Strong Communica1ons Clear Communica1ons
Speaking notes
Frustrated Offended Annoyed Displeased
Thoughts Felt but not Communicated M
ILD
MED
IUM
HOT
AcDons Losing temper – rage Physical ac1on
Words Aggressive Change Request Communicate Strongly Communicate Clearly Communicate Ineffec1vely
Enraged Livid -‐ Furious Belligerent
Indignant Perturbed Irritated Resenqul
Ang
er L
evel
s
Virt
ues
ExcessDeficiency Mean
Aristotle developed a model of virtues which state that it is not good to have either an excess of deficiency of a trait. The ideal is to be in the middle Having too much anger leads to irascibility, irritability and wrath and this is not aMrac1ve. BUT for leadership posi1ons having a liMle too much can be considered ANDRODIES -‐ manly. Those that are manly may be fit to command
Not having enough anger is considered to be meekness, a lack of spirit. People with this deficiency are considered foolish and servile
Speaking notes
Moral Virtue of TemperamentConcerned with Anger
Virt
ue
PatienceGentleness
Deficiency Mean Excess
Moral Virtue of TemperamentConcerned with Anger
Virt
ue
PatienceGentleness
IrascibilityIrritability
Wrath
Deficiency Mean Excess
andrōdeis May be manly and fit to command
Moral Virtue of TemperamentConcerned with Anger
Virt
ue
Lack of SpiritMeekness
PatienceGentleness
IrascibilityIrritability
Wrath
Deficiency Mean Excess
Considered foolish and servile
Part 2
… and, since he does not get angry, he is thought unlikely to defend himself; ���and to endure being insulted and put up with insult to one's friends is servile.���
Aristotle 350 B.C.E- Nicomachean Ethics
Act
ivist
s
At this moment, maybe New Democrats are looking for a warrior.���“I think that’s something that our party will benefit from,” says ���NDP MP Don Davies.Ex
ampl
e 1
Thomas MulcairNDP - Canada
Exam
ple 2 Angry Boxer
Friendly Grandfather
Thomas Mulcair won the leadership of the New Democrat Party in Canada At this moment, maybe New Democrats are looking for a warrior. “I think that’s something that our party will benefit from,” says NDP MP Don Davies. “What I see in Tom is he’s passionate and he’s principled and he’s not afraid to speak his mind,” says NDP MP Don Davies, who has endorsed Mulcair. By the way, a beard makes you look more manly and strong.
Different 1mes require different reac1ons “At the end of the day… violence was the only weapon that would destroy apartheid.” ~ Nelson Mandela, 1959, Angry boxer Nelson Mandela was not sent to prison because of his poli1cal views. He was sent to prison because he was a terrorist -‐ a revolu1onary in his young angry boxer days.
Speaking notes
Exam
ple 3
Beware of becoming a volcanic ���Steve Jobs
Steve JobsApple
Anger is like saltA little bit - just the right amount – ���
makes the food taste good but ���adding too much makes it inedible.
Cam
paig
n Sp
ice
Your
Fee
lings
What is your gut feel ���about anger?
Many opinionsMany options
Vide
o In
dex
Anger in Campaigns
Part 1• Thought provoker• Your offense plan
Part 2• Emotions in voters• How anger works• Evolution• Psychology