The Ideological Animal

We're easily manipulated by politics. We think our political stance is the product of reason, but we're surprisingly malleable. Our essential political self is more a stew of childhood temperament, education, and fear of death.

By Jay Dixit, published on January 01, 2007 - last reviewed on September 11, 2009

Jost believes it's more complex. After all, Cinnamon Stillwell and others in the 911 Neocons didn't become more liberal. Like so many other Democrats after 9/11, they made a hard right turn. The reason thoughts of death make people more conservative, Jost says, is that they awaken a deep desire to see the world as fair and just, to believe that people get what they deserve, and to accept the existing social order as valid, rather than in need of change. When these natural desires are primed by thoughts of death and a barrage of mortal fear, people gravitate toward conservatism because it's more certain about the answers it provides—right vs. wrong, good vs. evil, us vs. them—and because conservative leaders are more likely to advocate a return to traditional values, allowing people to stick with what's familiar and known. "Conservatism is a more black and white ideology than liberalism," explains Jost. "It emphasizes tradition and authority, which are reassuring during periods of threat."

To test the theory, Jost prompted people to think about either pain—by looking at things like an ambulance, a dentist's chair, and a bee sting—or death, by looking at things like a funeral hearse, the grim reaper, and a dead-end sign. Across the political spectrum, people who had been primed to think about death were more conservative on issues like immigration, affirmative action, and same-sex marriage than those who had merely thought about pain, although the effect size was relatively small. The implication is clear: For liberals, conservatives, and independents alike, thinking about death actually makes people more conservative—at least temporarily.

Fear and Voting In America

Campaign strategists in both parties have never hesitated to use scare tactics. In 1964, a Lyndon Johnson commercial called "Daisy" juxtaposed footage of a little girl plucking a flower with footage of an atomic blast. In 1984, Ronald Reagan ran a spot that played on Cold War panic, in which the Soviet threat was symbolized by a grizzly lumbering across a stark landscape as a human heart pounds faster and faster and an off-screen voice warns, "There is a bear in the woods!" In 2004, Bush sparked furor for running a fear-mongering ad that used wolves gathering in the woods as symbols for terrorists plotting against America. And last fall, Congressional Republicans drew fire with an ad that featured bin Laden and other terrorists threatening Americans; over the sound of a ticking clock, a voice warned, "These are the stakes."

"At least some of the President's support is the result of constant and relentless reminders of death, some of which is just what's happening in the world, but much of which is carefully cultivated and calculated as an electoral strategy," says Solomon. "In politics these days, there's a dose of reason, and there's a dose of irrationality driven by psychological terror that may very well be swinging elections."

Solomon demonstrated that thinking about 9/11 made people go from preferring Kerry to preferring Bush. "Very subtle manipulations of psychological conditions profoundly affect political preferences," Solomon concludes. "In difficult moments, people don't want complex, nuanced, John Kerry-like waffling or sophisticated cogitation. They want somebody charismatic to step up and say, 'I know where our problem is and God has given me the clout to kick those people's asses.'"

Into The Blue

Studies show that people who study abroad become more liberal than those who stay home.

People who venture from the strictures of their limited social class are less likely to stereotype and more likely to embrace other cultures. Education goes hand-in-hand with tolerance, and often, the more the better:

Professors at major universities are more liberal than their counterparts at less acclaimed institutions. What travel and education have in common is that they make the differences between people seem less threatening. "You become less bothered by the idea that there is uncertainty in the world," explains Jost.

That's why the more educated people are, the more liberal they become—but only to a point. Once people begin pursuing certain types of graduate degrees, the curve flattens. Business students, for instance, become more conservative in their views toward minorities. As they become more established, doctors and lawyers tend to protect their economic interests by moving to the right. The findings demonstrate that conservative conversions are fueled not only by fear, but by other factors as well. And if the November election was any indicator, the pendulum that swung so forcefully to the right after 9/11 may be swinging back.

Tipping The Balance

Political conversions that are emotionally induced can be very subtle: A shift in support for a given issue or politician is not the same as a radical conversion or deep philosophical change. While views may be manipulated, the impact may or may not translate in the voting booth. Following 9/11, most lifelong liberals did not go through outright conversion or shift their preferred candidate. Yet many liberals who didn't become all-out conservatives found themselves nonetheless sympathizing more with conservative positions, craving the comfort of a strong leader, or feeling the need to punish or avenge. Many in the political center moved to the right, too. In aggregate, over an electorate of millions—a large proportion of whom were swing voters waiting to be swayed one way or the other—even a subtle shift was enough to tip the balance of the Presidential election, and the direction the country took for years. "Without 9/11 we would have a different president," says Solomon. "I would even say that the Osama bin Laden tape that was released the Thursday before the election was sufficient to swing the election. It was basically a giant mortality salience induction."