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Thursday 31 January 2008

According to his chief strategist, Richard Wirthlin, Reagan realized that most voters do not vote primarily on the basis of policies, but rather on (1) values, (2) connection, (3) authenticity, (4) trust, and (5) identity. That is, Reagan spoke about his values, and policies for him just exemplified values. He connected viscerally with people. He was perceived as authentic, as really believing what he said. As a result, people trusted him and identified with him. Even if they had different positions on issues, they knew where he stood. Even when his economic policies did not produce a “Morning in America,” voters still felt a connection to him because he spoke to what they wanted America to be. That was what allowed Reagan to gain the votes of so many independents and Democrats. George Lakoff

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