These two instances, the significance and interpretation are given in the one, in personal contact. It is in everyday life, when one asks a friend or acquaintance, which is generally more informed than us, when the abstract information has meaning. This happens for various reasons, the stronger and more dominant: our brain is not and was never willing or adapted to process political information in a rational manner. The idea of a citizen or elector processing data and evaluating situations is part of the mythology of Western culture, but has nothing to do with what happens in our brain. Although the empirical verification about the impossibility of imposing an opinion among audiences medially has more than 50 years, the corroboration that grants the use of the computed tomograph and the cognitive psychology, in the last decade, about the processes of incorporation of political information, certify it.
Thus, modern political communication, applied to electoral campaigns, aims basically to connect. To find the connection between what the political and citizenship think and feel. And what they feel is most important since that information processing occurs at an emotional level. What is being sought is connect, align this information, to stimulate, activate and finally, greater action. Political information can not be processed in a rational manner does not imply not be understandable in a logical manner. It means that it is alien to the process of our frontal lobes, but it produces results. Original author and source of the article.