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political neuromarketing

Rubens Arismendi

PhD in Mathematics. Journalist

To try to interpret and understand our political realities'm resorting to the help of the techniques belonging to Neuroscience, representing the latest and best opportunities to stay involved and discussing the ideologies and incidents perpetrated by the main actors in national politics lofty.

Neuroscience study include the structure and chemical function and pathological human nervous system and how its elements interact and give rise to personal conduct, in our case the voter Uruguay. Currently, biological studies of the brain include several levels, from the molecular to the behavioral and cognitive through assemblies and networks, which can lead the student to the more complex the system. And in this area complexities, the Uruguayan fleet in waves higher than this and that

Those who do from the political marketing advanced study the effects of advertising and other communications have on the brain with the intention of unravel and predict the behavior of the voter. Could resemble a specialized type of market research that uses biometric measurements (brain activity, heart rate, galvanic skin response ...) of subjects studied to draw conclusions. Neuroscience is the biggest challenge of this art, whose detractors criticize it could become invasive to privacy people to be able to reach natural guide personal emotions and their sensitivity towards "supermarket products."

Almost nothing. According to Le Monde, the Parisian Communist newspaper very people referred by the Front, would be "the latest version of subliminal perception, he would try to impregnate a publicity brain without the person can realize." (Careful, careful with dozens of small community radio stations has authorized in our country, I hear their slogans in other South American countries)

neuroscientists as the Portuguese neurologist Antonio Damasio have been investigated in recent decades the role that emotions and the unconscious mechanisms of the brain plays in making decisions. His book "Descartes' Error", which I recommend reading, presents his theories on the biochemical and neural bases of emotions and feelings. A synthetic conclusion that its proposal would "not just the separation between mind and brain that is mythical: the separation between mind and body is probably just as fictional. The mind is part of the body as the brain. " There you have it, as most conventional research is based on what respondents say they do, say they think or say they feel. The political neuromarketing seeks to overcome that limitation.

can support the study of political neuromarketing techniques. In the development of restaurant menus, very similar to what occurs with the lists of candidates, their predominant colors and graphics formats, looking for voter confidence. (Without incurring disloyalty, Marne and Elizabeth Rivera, gave step in that direction, but not only that swept the 2000 ...). Neuromarketing experts manage a ranking of emotions for propaganda videos and a scoring system useful and powerful to influence the minds of voters.

Legislators, governors, all levels of partisan and even the hardworking columnists responsible for good communication with entering the country must guard against treating this as the other, the page turns and twists to face, pontifications abstract and unexpected score runs, where the new marketing that threatens us to fight and roll back to the voter's mind that the solution remains upright batllista as protective armor in defense of the rich, the poor, the big boys without distinction Gender and staunch defender of the ideals of greatness and progress, generating welfare.