How to read real-time what conceal or hide the words of Mariano Rajoy, Pedro Sánchez, Artur Mas, Pablo Iglesias, Albert Rivera and many other actors in this tumultuous political moment? At the emotional expression, we find one of the main answers, that we will be revealing in this Emotional Political Barometer daily.
Neuroscientific research has defined the political behavior and the decision to vote is not only rational and the emotional factor is a key element. Observation of the neural basis has placed emotions not at the end of this process, but as a fundamental part trigger action.
Emotional facial recognition allows us to evaluate the candidate through the analysis of his emotions compared to his speech to measure whether credible or not and also it opens the door to can investigate the emotional impact that is generated on citizens beyond they verbalize. What people respond to surveys is a justification and not the true emotion that triggered the action.
Technology created by Emotion Research Lab, the company behind this Emotional Political Barometer, can effectively record the movements of the facial muscles, micro-expressions, which then analyzed with an algorithm. This is a cost-effective technology that allows highly efficient and less expensive compared to other research neurotechnics. With the advantage of not being intrusive.
It is a fact that we are attending a change in the form of political campaigning. Changes resulting from various factors, including a more informed and connected citizen and whose role is not only receiving information but can create it. We have also seen operating strategists seeking candidates that connect emotionally with citizens with marketing as a great ally. Candidate become a brand in search of voter loyalty, which dominates the emotional.
The key of contemporary emotional strategy is the emotional connection and neuropolitics through the application of technologies of neuroscience in a new field to learn about the subconscious reasons that drive the behavior of voters and to develop strategies to achieve the emotional connection that does not translate voting intentions but an effective vote.
You can find out more about the analysis of the emotions of the political class by clicking here.
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