People in advertising have long known that exposure to certain images – perhaps even subliminally – can change behavior. The same seems to be true in democratic politics. Studies have shown that American voters exposed to the American flag are increasingly supportive of the Republican Party, even if they identify as Democrats, and even if the exposure is fleeting. This effect can last up to 8 months. Exposure to the Confederate activates negativity toward Blacks and results in lowered willingness to vote for Obama. In 2007, Israeli researchers showed that even subliminal exposure to a national flag influences voters (in their study, it encourages voters to support politically moderate views).
This is proof of a lack of voter rationality and of the limited effect or even the futility of deliberation. It’s all very depressing and, when taken together with some other disturbing facts about democracy, it makes you reconsider the supposedly good reasons for promoting democratic governance. Let’s hope nobody in the Middle East is listening.
More posts in this series are here.