The Four Pillars of Politics: Why Some Candidates Don't Win and Others Can't Lead

The Four Pillars of Politics: Why Some Candidates Don't Win and Others Can't Lead

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James T. Kitchens and Larry Powell examine why political messages appeal to voters in the United States by exploring the four pillars of the American psyche: fear, national narcissism, consumerism, and religiosity. These pillars, combined with the related matrix of attitudes, beliefs, and values, determine how political communication is understood.