The Candidates on Education: Toying with Our Emotions?

There is one topic in this presidential election about which everyone has some expertise: education. All of us have had some experience in a school system—some of us have had quite a lot. The topic of education is also one in which the majority of us have a vested interest, since our children will require education.

Due to the personal nature of our experience with education and the fact that it involves those closest to us—our families, our siblings, our children—it is impossible to separate emotion from the topic of education.

The candidates surely take advantage of our emotional ties to the topic of education in their attempts to convince us of their commitment to various educational ideals. As Westen explains, subconsciously, we make our most important decisions on the emotional level. So, while we might try to focus on the candidates’ logical plan for the future of American education, ultimately the candidates’ emotional framing is what will make our decision.

How have our candidates been manipulating our emotions? Well, with a potent combination of ethos (credibility) and pathos (blatant emotional appeals). That’s how.

Hillary has got some ethos mojo. She’s really working the fact that she is a mother. In addition to being a mom, she’s also written a book called, It Takes a Village, on the topic of education. Did I mention that she’s a mother? That truly gives her instant credibility on the topic of children and education. As far as pathos, the lady wore a potato necklace made by preschoolers at one of her speeches. She began to talk directly with the crowd, saying, “This is a gift, my beautiful, beautiful necklace from two of the pre-k students, Sofia and Savannah and it matches my jacket so I had to wear it and it has my initials, so I'm feeling very dressed up today.” Need I say more about Hillary’s pathos?

As a father, Obama scores some ethos points, too. Not to mention that he’s “had a lot of discussions with teachers”…
(quote from http://www.ontheissues.org/Social/Barack_Obama_Education.htm) Okay, that was way harsh, but it illustrates my point that Obama lacks some of the ethos “credentials” packed by Hillary; but, Obama more than makes up for his ethos deficit through his effective use of pathos. This man is a wonderful orator: he manages to get close to just about every audience and he is exciting and inspirational. He achieves these things through management of pathos. In a talk to the National Educators Association (NEA), Obama uses a small story to create an effective emotional climate. He talks about how a young teacher in Chicago is tired of everyone telling her why “those kids” can’t learn. She is dedicated to teaching “our kids,” and that dedication is what fuels her to keep teaching although she isn’t getting the “support, pay, or respect she deserves.” Surely, after this story, emotions amongst the NEA members were running high.

Then, there’s McCain. Does anyone know about McCain’s family? Not so much, because McCain says, "I just feel it's inappropriate for us to mention our children. I don't want people to feel that, it's just, I'd like them to have their own lives. I wouldn't want to seem like I'm trying to gain some kind of advantage. I just feel that it's a private thing." Is this some kind of a trick? I’m not sure whether, by keeping his family hidden, McCain is the ultimate father (and therefore ethos packed), or just trying to hide the fact that he’s been married twice from conservatives, or if he’s spoiling all his credibility? (And believe me—he has a lot!) McCain seems to break the “emotional genius” mold established by the Republicans…

Anyway, McCain has by far the most parenthood-garnered ethos of the candidates, with a whopping seven children (some biological, some adopted). In addition, his wife—not sure first or second—is a special education teacher. McCain’s children, in a recent article, (http://www.iht.com/articles/2007/12/27/america/27mccainkids.php?page=2) said of growing up with their father that “if you make good grades and play sports and were willing to follow a few basic rules you can pretty much do what you want." This quote is relevant, since it seems to mirror his emotions about education now: he’s not an expert, and he’s not uptight about it, but he is a little bit cocky—choice and competition will make the difference in reforming American education, choice and competition. This laid-back tough guy personna (in a more positive sense: McCain’s quiet confidence) seems to be McCain’s approach to pathos.

Effective or not…and whether we know it or not…each of the candidates is toying with our emotions (about education). The reason that they’re so focused on pathos for this issue: because education is an issue that—from the American electorate’s point of view—is more emotional than rational.