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Bernie Sanders and the myth of homo politicus

Any political strategist who wants to craft persuasive message should realize that Homo politicus doesn’t really exist. It’s emotional appeals which persuade; aim for their hearts, not for their minds.

The surprising success of Bernie Sanders in the Democratic presidential primary race has dealt a stunning blow to those who believe in the existence of the fabled species known as homo politicus, writes Gerry Nicholls. Photograph courtesy of Commons Wikimedia
Opinion
BY GERRY NICHOLLS
March 2, 2020
Opinion | BY GERRY NICHOLLS | March 2, 2020

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