Politicians, like marketers, know that before they can influence people’s thoughts and change their world views, the audience must let them in. This raises the question why would politicians “let in” Andrew Rawnsley’s call to swap their rancour for serious debate (“Will politicians use this time to swap poison for serious debate?”, Comment)?
Psychologists, such as Amy Cuddy at Harvard, have shown through research that those first few seconds of an audience’s impression of us is formed from their assessment of two factors: warmth and competence.
Warmth generates trust and competence generates respect. In the battle of metaphors that occupies the subtext of politics, competence represents strength.
But as Cuddy warns, people only evaluate competence once trust has been established. In other words, without trust we don’t care for a politician’s competence.
If we reflect on the British public’s heartfelt reaction to the tragic loss of a leading new light such as Jo Cox, this insight sums it up. We instinctively recognise and react to her humanity and authenticity.
Then we admire her experience and intellect that empowered her unquestionable ability to pursue the causes that she cared about. I had never heard her name before this tragic news and yet this loss felt personal.
I cared deeply about her loss after seeing just a few video clips and witnessing the affection and admiration of those who knew her.
Politicians would do well to take on board the insight that warmth precedes trust. I sincerely hope our politicians will seek in their hearts for a connection with the human beings behind the causes that they serve. If this is too much to ask, then they should do it merely for the efficacy of their communication.
Tom Board
Portsmouth
I am most concerned for the safety and security of our MPs following the sad and tragic killing of Jo Cox. I hope and pray that they are receiving sound advice from the police to prevent a similar incident from occurring in future.
It is my view that MPs should be provided with pepper sprays and panic alarms for use if attacked and their surgeries should be installed with panic alarms connected to the nearest police station. I think that threats and abuse by email, Twitter and Facebook should be taken seriously and stopped by the police. I also take this opportunity to thank our MPs for the time, trouble and risks they take on our behalf.
N R Windsor
Sidcup
Last week’s Riddell’s View was heartbreaking. It demonstrates the power of the image, the power of the creative process. It represents what Jo Cox stood for, and what we, and, most poignantly of all, her husband and two children have lost.
Anne Williams
London W4
