To reach the mind and the heart of Voters

Max Planck Institute neuroscientists have recently presented their findings about certain melodies activate our brain areas usually remain static to external stimuli. These melodies, acting under the emotional system (not rational), raise the threshold of attention, warning and involvement.

In an emotional context there is a more selective and discriminating perception that triggers mechanisms of "fast cognition" that makes operating the answer. Warns us, or merely associative barriers and communication generates intellectual concentration and focus. We could not even if we wanted to get all the information that we are bombarded from the "outside."

We live and perceive in an unconscious state of dormancy. Stimuli are arriving by the emotional system have priority for us to lose the registration status of unconscious and emerge more quickly to our conscious level. However, his use of this knowledge as a tool of political communication is sporadic, chaotic and unprofessional.

According to Max Planck's people, regardless of music, literature and cultural tastes of each individual chains arising from the melodies sounds predispose the brain to open up to receive information that would otherwise not occur.

Among the topics of greatest receptivity are "I Wish That I Could See You Soon" by Herman Dune, "Sweet Caroline" by Neil Diamond, Elvis Presley Suspicious Minds, "You Do not Have To Say You Love" by Dusty Springfield , Father & Son Cat Stevens and "Bella Ciao", a song popular anti-fascist partisan resistance, and what is striking is that among the hottest Latin tunes are activating first "Suzie has a mouse" Gabi group Emilio Aragón , flabby and among other known Miliki, "If you let me not worth" by Julio Iglesias.

The discovery will boost new research areas that benefit industries such as Marketing, Mass Communication, Advertising and of course the campaign in terms of focus and refine the selection of musical pieces that are best received by citizens As consumers, users or voters.

Is that where we are or believe to be under stress situations, and conversely, minor issues compared to our everyday value system, as is generally the policy, we do with the back of the brain areas where they command is the limbic system. That is most important to our survival and less important to our daily lives is processed in the same place.

The human brain is unable to choose rationally what abstract information (like politics) or enter the system. The more we need our critical thinking on issues we can not use adaptive. The amygdala and other parts of the brain that have been our main areas of thought for much longer than the frontal lobe is governed by emotion.

They know and is expressed as a trend among advertisers of companies, politicians innovative electronic religions and other offers that arise from abstract concept to exploit the flaws in the system of the brain of modern man. With respect to the policy more clearly occurs in times of fear or fatigue warnings against imagined or real constants moderately credible threats that are expressed in society.

Those of us in political campaigns and government communication we know from direct experience or measurement that certain pieces of music sociological act as "door openers" to others (our) messages. We now have a more scientific basis to convince our customers of the opportunity or not to use certain songs.

William Bertoldi