Neuropolitics and Emotional Campaigns


On February 1st María Pocoví , CEO of Emotion Explorer LAB and Bárbara Aucejo, Department of Political Communication, taught a session on neuropolitics in the prestigious Master in Counseling and Consulting Image Policy (MAICOP) of the Pontifical University of Salamanca.
During the session the issue of neuroscience applied to politics was discussed , how does the voter brain works?, what do we must appeal to stimulate it? Several practical cases of election campaigns in which neuroscience has been notably present (Hugo Chávez, Obama, Sarkozy...) were studied as well as the strategies, based on neuroscience, they are capable of winning votes and move the voter to be addressed exercising their right to vote.

Emotion Explorer LAB, as an expert in facial emotion recognition , ceded its facial recognition software for practices which consist in designing a discourse capable of causing in the electorate the most used emotions in political campaigns (fear and happiness), while students had to analyze an electoral spot through Neuroresearch LAB application in order to determine whether the alleged spot caused emotions or had failed in his attempt, and if so, they should redirect the strategy.

The group was great and active in each of the parts, both in the theoretical and the practical part, knowing to value the tools that will be at their range once they start in the exciting world of political consulting; other in activesearched for their utility, making it possible that for the next campaign we will see ingenious strategies and communications that are bound to inert electorate.

From the session came ideas that can appeal to the emotions of the electorate, key on a political strategy based on neuroscience, such as applying in various actions that make campaigns, sensorial stimulus that appeal to the five senses, beyond the assigned to such campaigns classics: the hearing and the sight.