Most of the campaigns where the race is truly competitive, say within a five-point spread, are making their closing arguments. They are focusing on a message that has been honed over a year or so of campaigning.
In campaigns which involve national issues and even some local ones which have become nationalized a couple of central themes have evolved. Democrats are delivering a more positive message of the importance of compassion, health care, and civil and human rights whereas Republicans operate more on fear, fear of violence, fear of immigrants, and essentially fear of “others.”
Stepping away from the labels of Democrat and Republican and using the proxy of liberal and conservative, there is good evidence from psychological and even neurophysiological data for these different approaches to campaigning. It is not only what you think but actually how you think – how your brain responds to subject matter and what part of the brain is activated.
First the more obvious sources of difference between liberals and conservatives. Upbringing, education and personal experiences all influence our political attitudes. Two of these are easily observed. College students from conservative communities as freshmen in college tend to vote much like their parents. Graduate students from those same communities tend to vote much less conservatively. A liberal education actually does make one more liberal. Buzzwords like egghead, ivory tower and over educated are used almost exclusively by conservative commentators when describing liberals, never visa versa.
Women tend to be more liberal than men most likely due to personal experiences. Women are more likely to support collective actions which protect a broader swath of society such as children, minorities, ethnic groups, and the LGBTQ community. Conservatives are more of the “rugged individualists” where experience has shown them that personal actions are more important – being the soldier, the protector of the family, the breadwinner.
Of course all of the above are very broad generalizations and exceptions abound but the data are robust and come from very large data sets in well-controlled studies.
These themes are seen clearly in campaign verbiage. No better example is the issue of border protection and immigration. Republicans believe that building a wall at our southern border will protect us from immigrant hordes of murderers, rapists, and drug gangs. A recent twist is that immigrants from Central America will bring disease to our shores. One commentator claimed that they will bring Small Pox, a disease which no longer even exists. It was eradicated by an international vaccination program almost 40 years ago. He also warned of a biblical plague of leprosy, a disease easily treated with antibiotics.
They believe that blocking immigration from predominantly Muslim countries will prevent terrorism in our country while the only real current terrorist threat is from indigenous white nationalists. Recently pipe bombs have been mailed to news agencies and democratic politicians, and a gunman murdered eleven at a Pittsburgh synagogue.
Democrats believe in an immigration policy that controls our borders while at the same time recognizing that migrants fleeing violence should be treated with dignity and respect. They don’t believe in open borders, regardless of what Republicans claim.
Dr. Bob Allen, Ph.D., is Emeritus Professor of Chemistry at Arkansas Tech University.