Hope and fear: a theoretical approach to the emotions in political communication
DOI:
https://doi.org/10.22235/d.v0i25.1271Keywords:
emotion, reason, political communication, affective intelligence, social mediaAbstract
The Western philosophy postulates present reason and emotion as antagonistic forces that motivate individuals in their everyday decision making. In the Western culture, reason has had to dominate emotion so as to reach objective decisions. Habermas hypothesis about the rational dimension of the public sphere reaffirms this tendency that states the public domain should find an order based on rational principles. Although rationalism is still predominant among Social Science researchers, a change in the approaches is evident: emotions have begun to be included in studies when the comprehension of contemporary phenomenon is necessary. Particularly, in the political communication field, emotion as a topic of exploration is new. However, new disciplinary perspectives allow innovating in research inquiries. The aim of this article is to examine literature about the main postulates of the Affective Intelligence Theory which, with Neuroscience, offer other perspectives to the political communication field.
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