Rocking The Vote: Is Election Psychology Flash Over Substance?

Hillary Clinton Joins
U.S. Democratic presidential nominee Hillary Clinton joins Jay Z and Beyonce onstage at a campaign concert in Cleveland, Ohio, U.S. November 4, 2016.

In the primaries, supporters of both Donald Trump and Bernie Sanders had something in common. They were motivated by their candidate´s energy and enthusiasm. Both candidates routinely had rallies that looked and felt like rock concerts. Yet in the general election season, Hillary Clinton began rocking the vote with real rock concerts with performers such as Katy Perry and Beyoncé. Why is this important? Because election psychology encompasses a combination of momentum and math. Vitality and votes.

In the final weekend stretch, both Trump and Clinton are riling up their crowds with energetic campaign speeches, filled with enthusiasm and passionate optimism. Clinton even braved inclement weather over the weekend to proclaim an impassioned message at a campaign stop in Florida on Saturday until she was literally rained out, forced to cut her speech short by a downpour.

Indeed, many voters have admitted being transfixed and positively influenced by candidate speeches this election cycle, swept away by emotion instead of logic. How does this work?


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