It looks like presidential candidates in the US wants to take their campaign to a very basic psychological level. Hillary Clinton appeals to our sense of morality and justice, Trump is using our frustration on the current situation as his asset and Jeb Bush says that we should be happier.
Bush seems confident that the campaign can be won with “open arms” and “joy in your heart”. Now while the statement is quite a good one, very positive and uplifting, it still represents a way in which the former Florida governor can get what he wants: the people’s votes.
You might wonder as to why there is so much skepticism, but the truth is that everything that Bush says is the sort of “uncontestable half-truth”. Bush says that he knows how to win and that is a reason why he should be voted, but while that might be true, it doesn’t change the fact that every presidential candidate knows how to win in their own way.
Bush also declared that he does not intend to win by appealing to the people’s fear of the future, but by giving them hope for a better tomorrow. It is true that scaring people into submission has proven to be ineffective many times throughout history, but telling them that everything is going to be ok is a half-lie.
The American people should always remember that extremes are not something that we can afford easily. We do not need a dictator and we do not need someone who is “joyful” when they need to discuss foreign policy issues or war matters. We need the appropriate temperament for a president, someone who will lead us into a stable future.
The last important factor that we need to look at is Bush’s approach on how to talk to his competitors and pointing out their flaws. Bush enforces that these discussions must occur with mutual respect and they should not be personal at any given moment. This is, indeed, one of his stronger assets: Bush plays fair in debates and maintains that “respect attitude”.
While the former Florida governor is still far from the finish line, his approach and mentality seem to appeal to the American people. They are not 100 percent viable in all situations, but they are not flawed either. Bush has an edge over a few other candidates thanks to his psychological approach and it remains to be seen if it is going to help him or not in the future.
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