A brain researcher says the [Democratic] party needs to connect with voters' emotions to win.

In a comment on Cliff's post about the Frank Rich piece, John Aravosis' Neighbor Barbara said...

What I would like to see this election cycle, is the Dems using the Rethugs tactics against them. Like using the term "Inheritance Tax" instead of "Death Tax." Like saying that they are supporting the troops by BRINGING THEM HOME. Like not letting the Rethugs define any issue in their usual distorted manner.

This can't be that difficult. The Rethugs aren't known for their brains, ya know?

Who could disagree, especially with that last part, right? But how fortuitous that JANB (I can call her that because we are this close) brought this up on the very day I was going to bring a certain L.A. Times piece to your attention:

Drew Westen, a genial 48-year-old psychologist and brain researcher, was talking to a rapt liberal audience about the role of emotion in politics, how to talk back aggressively to Republicans, and why going negative is not to be feared.

He must have consulted with Cliff. Here's my favorite part of the whole article:

Example: When President Bush recently refused to allow Karl Rove to testify under oath about his role in the sacking of federal prosecutors, Westen said, Democrats blundered. Instead of insisting Rove testify under oath, they simply should have said (over and over), "Mr. Bush, just what is it about 'So help me God' that you find so offensive?"

I don't know if I agreed with everything Westen said, but it's about time the Dems finally...finally...figure out how to send a convincing, emotionally appealing, easily understood, consistent message. Good lord, I've had middle school students who learn lessons more quickly than many of our representatives and spokespeople do. We can't afford to let Frank Luntz's catch phrases obscure our message this time around. There's simply too much at stake.

Cliff Note: Amen. I actually just had this book sent to me. He is right on. I will write a longer post about this. But emotion is what works in politics. It is what works on tv (which most Dem pundits, like politicians, have not figured out). There is a way to be true to your values and honest, and still use emotion. Democrats need to start GETTING THIS.