What determines how we vote is which model is active and dominant for understanding politics at that time.(...)
Our goal is to activate the progressive model in the non-aligned voters. Activation is done through language--by using a consistent language that reflects and activates progressive values. The same language that rallies a base activates the same worldview for those in the middle.
Conservatives have already figured this out. What they have learned about winning elections is that they have to activate the Strict Father model in more than half of the electorate. Fear is a good way to trigger the strict father model, making it active in our minds, because fear reinforces the basic ideas that the world is a dangerous place and that strict discipline is therefore needed for safety.(...)
There is a myth that voters are lined up in a left-to-right line, and that to gain the support of swing voters, you must move to the center. When progressives move to the right, they lose in two ways, setting up a self-defeating double-whammy:
1) Moving to the right alienates your progressive base.
2) It actually helps conservatives because it activates their model in swing voters.
Notice that conservatives do not gain more voters by moving to the Left. What they do is stick to their strict ideology to activate their model in swing voters by being clear and consistent in policies and messages framed in terms of conservative values.
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