Anger in Election Campaign part 1

Winning
the
Campaign
Why
Aren’t
You
Angry?
Željko
Zidarić
Civic
Innova1on
Incubator
October
27,
2014
I
inkubator
Part
1

Part 1
For those who are not angry at
the things they should be angry
at are thought to be fools, and
so are those who are not angry
in the right way, at the right
time, or with the right persons;
for such a man is thought not
to feel things nor to be pained
by them …
Aristotle 350 B.C.E
- Nicomachean Ethics Activists

Video Index
Anger in Campaigns
Part 1
• Thought provoker
• Your offense plan
Part 2
• Emotions in voters
• How anger works
• Evolution
• Psychology

Issue
Should a candidate show anger
during election campaign?
Yes, but the right type of anger,
in the right amount.
Q.
A.

When
was
the
last
1me
you
thought
about
your
candidate
using
anger
in
the
elec1on
campaign?
Should
a
candidate
show
anger
during
elec1on
campaign?
Commonly
accepted
answer
is
that
the
candidate
should
not
get
angry
-‐
but
this
makes
no
sense
to
me
for
a
number
of
reasons.
I
think
that
it
might
be
acceptable
and
beneficial
for
the
candidate,
especially
a
challenger
candidate,
to
some
some
anger,
but
the
right
kind
of
anger
at
the
right
levels.
Let’s
start
at
the
very
beginning.
Why
do
you
want
to
get
into
poli1cs?
Is
it
to
be
someone
or
to
do
something?
Speaking
notes

Question
Why do you
want to get
into politics?
To be someone,
or
To do something?

Change
On what do you base your request for change?
What is worth getting angry about?
Incompetent
Government
Malfeasance
Corrupt
Liar

If
you
want
to
do
something,
that
means
that
you
think
you
can
do
something
beMer
than
the
incumbent
is
doing.
If
you
want
to
change
the
government,
on
what
grounds
do
you
want
to
bring
that
change?
Usually
the
reasons
are
significant.
The
incumbent
has
not
fulfilled
promises
or
they
have
been
negligent
or
incompetent
in
their
leadership.
Are
large
or
small
changes
needed?
If
things
are
going
well,
then
only
Small
changes,
or
tweaks
are
needed
to
op1mize
the
system,
this
is
the
domain
of
management
Large
changes,
finding
a
new
way
of
doing
things,
is
the
domain
of
leadership.
Speaking
notes

Change
Why are you a candidate?
Management C
A
B3
Leadership
B2
B1
How big is your change?

Small Change
Small Change
Incumbent candidate
Management
A
B3
B2
B1
Present state = good
No anger

If
large
changes
are
necessary,
then
there
might
be
a
good
reason
to
be
angry
Are
the
people
angry?
How
angry
are
they?
How
angry
are
you
Voters
decide
who
they
want
to
vote
for
based
on
the
character
and
the
policies
of
the
candidate.
More
oTen
than
not,
character
is
the
more
important
criteria.
Since
I
can’t
foresee
all
poten1al
future
issues
I
want
to
empower
a
leader
that
is
“like
me”
-‐
does
candidate
share
my
values
Will
candidate
make
decisions
that
I
would
make?
Speaking
notes

Big Change
A
C
Big Change
Challenger candidate
How bad is the present state?
- Should we be angry?

Decision
Character Policy
• moral fiber
• courage and strength
• psychological soundness
• genuine / authentic
Voters decide on

Common strategy
= do not show anger in campaign
• Unattractive and is unfriendly.
• Angry face = intimidation
• Angry face = untrustworthy
• avoidance and defensive responses
• higher social dominance
Q: Why would I risk
showing anger?
Risk

The
Commonly
accepted
rule
of
thumb
is
that
the
voters
can
be
angry,
but
the
candidate
should
stay
cool.
Why
would
I
risk
showing
anger
if.
Anger
is
not
aMrac1ve
and
is
unfriendly.
The
angry
face
in1midates
us
and
we
perceive
it
as
untrustworthy
The
Angry
face
triggers
avoidance
and
defensive
responses
but
anger
does
communicate
higher
social
dominance
What
do
you
think
of
the
“show
no
anger”
rule?
does
it
make
sense
to
you.
Do
you
know
why
you
are
afraid
of
showing
your
emo1ons?
• What
your
opponent
will
say?
• What
the
pundits
will
say?
• What
the
voters
will
think
of
you?
Speaking
notes

“They” say voters dislike
angry candidates”.
But why?
Are you afraid of
• showing your emotions?
• what the pundits will say?
• what your opponent will say?
What is wrong
with being angry? Risk

Lack of Studies Candidate emotion
has been overlooked
Candidate
⌃
Voters

Maybe
it
has
something
to
do
with
the
fact
that
the
leT
is
more
fear
oriented
and
the
right
is
more
anger
oriented
and
there
are
more
leT-‐wing
academics
than
conserva1ve
academics
doing
research.
While
there
are
cultural
variances
around
the
world,
Conserva1ves
overall
might
be
more
comfortable
with
an
angry
candidate
than
would
be
progressives.
In
my
opinion,
we
really
do
not
know
much
yet,
or
we
have
ignored,
studies
of
emo1ons
in
the
candidates.
We
know
a
lot
about
how
emo1onal
voters
act
and
how
to
make
voters
angry
or
afraid
but
there
is
a
surprisingly
small
amount
of
literature
on
how
mass
behavior
is
affected
when
candidates
are
the
ones
who
nega1ve
express
emo1on.
There
are
a
lot
of
training
opportuni1es
to
perfect
your
happy
face,
but
not
your
disappointed
or
angry
face.
Do
we
avoid
anger
because
we
are
afraid
of
it?
Speaking
notes

Expectations
NAZI! PINKO!
Conservatives
want a
strong leader
Progressives
want a
caring leader

Maybe
we
avoid
anger
because
We
know
that
we
do
not
like
it
when
people
are
angry
at
us.
Almost
everything
we
know
and
feel
about
anger
is
about
when
anger
is
directed
at
US
personally.
We
know
that
we
hate
having
people
be
angry
at
us
and
we
work
hard
to
avoid
it.
We
also
understand
why
we
get
angry
and
how
we
feel
when
we
get
angry.
We
know
what
this
anger
means.
Now
think
about
how
you
feel
when
someone
gets
angry
on
your
behalf
and
defends
you
against
the
same
people
you
are
angry
at.
Have
you
had
this
situa1on
at
work
where
your
boss
got
angry
at
someone
that
was
doing
harm
to
your
team?
how
did
you
feel
about
your
boss
for
protec1ng
you?
Did
you
look
down
on
your
boss
for
ge[ng
angry?
Or
did
you
feel
good
about
it?
Speaking
notes

Context
Anger directed at you
Angry Anger
Leader You
You don’t like this ✗

Anger directed at other
Context You understand this
Angry
You Anger Other

Context
Other
Anger in your defense
Angry Anger
You Leader
You like this!
✔

Context
The enemy
of my enemy
is my friend
Common
Enemy

The
enemy
of
my
enemy
is
my
friend
The
candidate
that
is
angry
like
I
am,
is
my
representa1ve
The
representa1ve
is
not
angry
with
the
base,
but
Angry
with
the
wrong-‐doers
-‐
The
incompetent,
negligent,
corrupt,
Angry
with
my
enemy,
those
that
brought
harm
to
me
Before
we
get
into
the
defini1on
of
anger
we
need
to
make
clear
what
anger
is
not
Anger
itself
is
neither
good
or
bad
Anger
is
not
violence
or
aggression
There
is
a
difference
between
the
emo1on
and
the
behaviors
that
follow.
It
is
the
behaviors
that
come
from
our
anger
that
are
good
or
bad
Speaking
notes

What it is Not
Good Bad
Anger
Aggression

From Latin word angō
ango, angere, anxi, anctus
Definitions:
1. choke, throttle, strangle
2. distress, cause pain, vex
3. press tight
Anger
Definition

Anger
comes
from
the
old
La1n
word
ANGO
which
means
“TO
CHOKE”
Anger
is
a
warning
bell
that
tells
us
that
something
is
wrong.
Anger
is
an
emo1onal
response
related
to
one's
psychological
interpreta1on
of
having
been
threatened.
OTen
it
indicates
when
one's
basic
boundaries
are
violated.
There
are
many
different
types
of
anger
Maybe
a
beMer
concept,
type
of
anger,
is
INDIGNATION
feeling
or
showing
anger
or
annoyance
at
what
is
perceived
as
unfair
or
unjust
treatment.
Indigna1on
is
oTen
composed
of
anger,
disgust,
contempt,
and
resentment.
Speaking
notes

Anger is a warning bell
tells us something is wrong
Strong emotional response of
displeasure, annoyance,
antagonism or belligerence
aroused by a wrong, a threat
or as the result of some
real or supposed grievance.
Anger
Definition

Synonym
Indignation Anger
anger
+disgust
+contempt
+resentment.

Synonym
Indignation
Righteous
adjective
• morally good / right
• following religious
or moral laws
noun
• anger caused by
something that is
unfair or wrong

Synonym
Righteous Indignation
Justifiable Anger

Righteous
=
morally
good
/
right
following
religious
or
moral
laws
Indigna1on
=
anger
caused
by
something
that
is
unfair
or
wrong
Righteous
indigna1on
is
Jus1fiable
Anger
There
are
many
types
of
anger
and
many
of
them
are
destruc1ve.
Jus1fiable
anger
is
construc1ve.
There
is
only
one
form
of
“legal
anger”
in
the
Chris1an
belief
system
and
that
is
when
we
people
are
angry
at
the
same
things
that
God
would
be
angry
with
-‐
harm
and
injus1ce
to
others.
The
right
type
of
construc1ve
anger,
shown
by
Jesus
in
the
cleansing
of
the
temple
also
known
as
• Righteous
Indigna1on
• Moral
Indigna1on
• Moral
Outrage
• Righteous
Anger
Speaking
notes

Righteous Cleansing
of
the
Temple
Construc1ve
Anger
Righteous
Indigna1on
Moral
Indigna1on
Moral
Outrage
Righteous
Anger
Construc1ve
Anger

Righteous Moses
and
Golden
Calf
Two types of anger
“anger of man”
“anger of God”
Be angry in a way that
is righteous, that is
a reflection of God.

Godly
anger
is
not
explosive,
but
is
only
slowly
provoked.
It
is
always
under
control.
It
does
not
lose
its
temper.
Godly
anger
is
legal
anger.
It
is
wrath
based
upon
men’s
viola1on
of
God’s
law,
and
it
is
anger
which
is
lawfully
expressed
For
those
that
know
the
story
of
Moses
and
the
ten
commandments,
was
Moses
jus1fied
in
ge[ng
angry
at
his
people
for
worshipping
the
golden
calf
while
he
was
receiving
the
ten
commandments
from
God?
In
the
New
Testament
we
are
given
guidance
on
proper
anger
Be
angry,
and
yet
do
not
sin;
do
not
let
the
sun
go
down
on
your
anger,
and
do
not
give
the
devil
an
opportunity.
The
one
who
steals
must
steal
no
longer.
Ephesians
4:26-‐28
But
don’t
be
self-‐righteous”
defined
as
filled
with
or
showing
a
convic1on
of
being
morally
superior,
or
more
righteous
than
others;
smugly
virtuous
Speaking
notes

Righteous
Righteous
Anger
Be
angry,
and
yet
do
not
sin;
do
not
let
the
sun
go
down
on
your
anger,
and
do
not
give
the
devil
an
opportunity.
The
one
who
steals
must
steal
no
longer.
Ephesians
4:26-‐28

Root Cause
Emotion Reason
Emotion Reason

As
a
rule
of
thumb,
anger
that
is
based
primarily
on
emo1on
is
not
acceptable
“anger
of
man”
which
does
not
achieve
the
righteousness
of
God
anger
that
is
based
on
reason
is
acceptable
“anger
of
God”
which
is
an
expression
of
God’s
righteousness.
Back
to
the
ques1on
about
why
would
I
risk
using
and
showing
anger
Anger
is
one
of
the
most
maligned
emo1ons
Righteous
Anger
empowers
• leadership
poten1al
• focus
on
the
prac1cal
• willingness
to
accept
risks
• feeling
of
control
and
op1mism
• working
harder
to
get
goals
• beMer
nego1a1ons
and
interac1ons
prevents
passive
acceptance
of
societal
wrongdoings
Speaking
notes

Rewards
Righteous Anger empowers
• leadership potential
• focus on the practical
• willingness to accept risks
• feeling of control and optimism
• working harder to get goals
• better negotiations
and interactions
prevents passive acceptance
of societal wrongdoings
Q: Why would I risk
showing anger?

I am a patriotic citizen
I love my country
I’m angry !!!
Why aren’t you ???

“Usually when
people are sad, they
don’t do anything.
They just cry over
their condition.

But, when they get
angry, they bring
about a change.”
- Malcolm X Perspective

Now
that
you
have
started
thinking
about
anger,
let’s
now
look
at
how
anger
can
be
used
in
the
campaign.
In
an
elec1on
campaign,
it
is
not
enough
to
get
people
to
like
us
-‐
we
need
them
to
do
something
-‐
vote!
Malcolm
X
said
“Usually
when
people
are
sad,
they
don’t
do
anything.
They
just
cry
over
their
condi1on.
But,
when
they
get
angry,
they
bring
about
a
change.”
Anger
can
be
a
tricky
emo1on
for
a
poli1cian
Electorate
can
be
as
angry
as
they
want.
Poli1cian
must
be
more
temperate.
Temperate
-‐
that
is
the
key
word.
How
to
be
under
control.
Every
campaign
will
be
different
because
of
the
changing
landscape
of
the
social
and
poli1cal
environment
but
in
every
campaign
you
must
• Be
genuine
• Love
what
you
do
• Share
your
values
• Show
emo1ons
Speaking
notes

Campaign
Be genuine
Love what you do
Share your values
Show emotions

Campaign
Anger can be a tricky emotion for a politician
Electorate can be as angry as they want
Politician must be more temperate
Give voice to voters' frustrations
Channel their anger

Defense System
Fear
Anger
Humor
Positive
Promise
Hope

Marketing
4 Cs
of Political
Marketing
Comparative
Advertising
4Ps of Marketing
• Product
• Price
• Place
• Promotion
Cause
Celebrity
Endorsement
Constituencies

Everyone
of
us
has
developed
a
“defensive
shield”
that
protects
us
from
the
constant
barrage
of
adver1sing
that
we
are
inundated
with
every
day.
Just
because
your
adver1sing
is
poli1cal
during
a
campaign
does
not
mean
that
the
person
will
open
their
mental
doors
and
let
your
ideas
in.
We
need
to
find
a
way
in.
Emo1onal
messages
using
emo1ons
such
as
fear
and
anger,
along
with
humor
have
a
beMer
chance
to
break
through.
We
can’t
ignore
fear
and
anger
-‐
it
is
encoded
into
our
DNA.
You
know
the
4
Cs
of
poli1cal
marke1ng
But
remember
when
I
asked
whether
you
want
to
be
a
poli1cian
because
you
want
to
be
someone
or
to
do
something?
What
you
want
to
do
is
your
cause.
Iden1fy
it
clearly.
Communicate
it
passionately
You
also
already
know
the
4
Cs
of
story-‐
telling.
Think
of
all
the
stories
you
have
heard
all
of
them
tug
on
your
emo1ons
to
create
a
stronger
connec1on
with
you,
the
listener
Speaking
notes

Your Story
Connection Comprehension
4 C
Storytelling
Credibility Contagiousness

Connect
Genuine
Alignment
• Words
• Actions
• Feelings

Use
the
knowledge
we
have
of
mirror
neurons
to
connect
at
deeper
level.
In
prepara1on
for
the
campaign,
you
have
met
with
people
and
your
team
has
researched
the
mood
of
the
people
with
a
specific
focus
on
your
base
of
supporters.
You
know
how
they
feel.
Mirror
them.
Mirror
their
feelings
Think
about
how
knowledge
of
mirror-‐
neurons
can
make
your
message
more
genuine
by
Aligning
Words,
Ac1ons,
Feelings
You
are
an
expert
at
the
rhetorical
triangle
-‐
also
going
back
to
the
days
of
Aristotle.
The
three
components
being
Logos,
Ethos,
and
Pathos
Ethos-‐
is
personal
credibility
of
the
speaker
You
might
have
the
best
stories
and
the
best
evidences,
if
your
listeners
don’t
think
you’re
credible,
you
won’t
persuade
them
of
anything…
Logos
is
logic
-‐
it
appeals
directly
to
the
leT
side
of
the
brain:
our
logical
senses.
If
you
want
to
persuade,
you
need
to
build
a
strong
argument,
with
logical
facts,
sta1s1cs
and
evidence.
Pathos
is
emo1on
and
appeals,
the
right
part
of
our
brain.
You
want
to
create
feelings
in
your
audience.
In
marke1ng,
they
say
that
it’s
the
emo1ons
that
make
the
consumers
buy
the
products.
Their
reason
only
comes
up
with
jus1fica1ons
aTerward
Speaking
notes

Persuasion
Rhetoric
Logos
Reason
Logic
Message
• Structure
• Comparisons
• references
Speaker
• personal
branding
• credible
sources
• confidence
Audience
• vivid
language
• Inspira1onal
• stories
Pathos
Emotion
Values
Ethos
Credibility
Trust

Communications
“Total Liking” 7%
Words
55%
Body
Language
38%
Tone of
Voice
Communication
Components
35%
Verbal
65%
Non-Verbal

You
also
know
that
body
language
and
how
you
communicate
your
message
is
more
important
than
what
you
say
-‐
in
having
the
listener
like
and
accept
accept
what
you
have
to
say.
By
some
es1mates,
less
than
10%
of
the
likability
of
the
communica1on
comes
from
the
words
themselves
congruence
=
Are
the
words
being
spoken
match
the
tone
and
the
body
language?
Emo1ons
affect
your
words,
your
voice
and
your
body
language
You
choose
words
based
on
their
emo1onal
connota1ons.
Your
emo1ons
determine
the
tone
of
your
voice
and
your
emo1ons
are
seen
in
your
body
language
I’ll
say
it
one
more
1me
-‐
To
be
genuine,
your
words,
tone
of
voice
and
body
language
must
align.
Speaking
notes

Be Genuine
“Total Liking” 7%
Words
Communication
Components
55%
Body
38%
Voice
Emotions
Affect

Campaign
Your narrative
When you attack
When you
are attacked

In
your
campaign
there
are
Three
opportuni1es
for
anger
In
your
narra1ve,
in
your
Assessment
of
the
state
of
the
na1on
you
can
show
indigna1on
on
behalf
of
everyone.
When
you
aMack
-‐
cri1cally
asses
the
past
performance
of
the
opponent
and
you
will
debunk
the
poten1al
of
their
promises.
When
you
are
aMacked
-‐
will
you
ignore
untrue
aMacks?
No!
what
kind
of
a
person
doesn’t
defend
themselves?
How
you
react
communicates
a
lot
about
your
character
to
the
voters.
You
want
to
be
quick
and
strong,
but
your
response
must
be
in
propor1on
to
the
allega1ons
One
of
your
most
interes1ng,
controversial
but
effec1ve
tools
is
the
nega1ve
campaign.
Nega1ve
does
not
mean
bad,
but
that
it
is
focused
on
your
opponent
rather
than
yourself.
In
the
nega1ve
campaign,
specifically
in
the
aMack
ads,
You
will
show
your
jus1fiable
anger.
AMack
ads
are
riskier
-‐
ensure
they
are
true.
Safer
are
the
compare
and
contrast
adds
which
show
how
you
and
your
opponent
differ
and
how
you
are
superior.
For
more
detail,
watch
my
video
on
nega1ve
campaigns
Speaking
notes

Campaign
Negative
Campaign
Primary
Compare
Contrast
Attack
You +
Them -
All about
opponent
Secondary

Negative Ads
Polite Attacks
You Direct Them
• politely aggressive
• Stay respectful
• not be ad hominem
• about ideas, policies and failures

The
candidate
should
make
polite
aMacks.
AMack
in
a
way
to
build
the
candidates
strength
and
character
while
minimize
risking
of
misinterpreta1on
and
blowback
Harsh
aMacks
should
be
carried
out
by
arms
length
third
par1es.
Others
can
show
more
anger
than
can
the
candidate
-‐
The
objec1ve
is
to
show
the
anger
of
the
people,
and
destabilize
the
opponent
trying
to
make
them
stumble
in
their
narra1ve.
-‐
but
even
here
the
character
of
the
campaign
can
be
tarnished
by
outlandish
aMacks.
Speaking
notes

Negative Ads
You
Them
Indirect
Third
Party
Harsh Attacks

Media
Excitement
Drama
Controversy

the
media
is
always
looking
for
excitement,
drama
and
controversy.
Never
forget
that.
If
you
want
to
be
in
the
media,
you
need
to
provide
drama
and
excitement.
Urgency,
crisis
and
emo1onal
appeals
are
more
interes1ng
than
analysis
of
policy
problems
and
presenta1on
of
plaqorms.
Like
any
bestseller,
your
narra1ve
needs
to
have
an
emo1onal
flow.
Happiness,
sadness
or
fear,
resolve
to
fight,
victory
happiness
again.
The
emo1onal
structure
of
your
communica1ons
will
vary
with
the
situa1on.
How
much
1me
you
spend
happy
and
hopeful
and
how
much
1me
you
spend
angry
will
vary
-‐
but
every
story
has
an
emo1onal
component
-‐
the
highs
and
the
lows.
Speaking
notes

Emotional Trip Angry
Happy
Satisfied
Disappointed
Media
• Drama
• Excitement

Context Angry
Disappointed
A B C

Some1mes
the
media
is
not
your
friend.
If
the
media
can’t
find
excitement,
drama
or
controversy,
some1mes
they
will
create
it
In
the
modern
media
age
where
the
sound-‐bite
is
king
and
the
media
spins
things
out
of
context
by
showing
a
20
second
clip
of
something
without
the
build-‐up
without
the
proper
context.
Without
context
the
media
can
make
you
look
foolish
Ensure
that
your
anger
is
well
scripted
-‐Show
strength,
but
be
in
control.
Your
values
and
your
personality,
your
character,
are
part
of
your
personal
brand.
Who
you
are
as
the
leader
also
defines
the
brand
of
your
poli1cal
party.
For
more
detail
see
my
videos
on
brand
management
People
will
trust
you
if
you
look
out
for
the
interests
of
others
and
not
just
your
own.
Your
jus1fied
anger
must
be
on
the
behalf
of
your
cons1tuents
Speaking
notes

Your Brand
A
brand
is
• promise
to
deliver
• warranty
of
quality
• complex
symbol
-‐
Philip
Kotler
Marke1ng
Management
Personality
Brand
Customer

Trust
Trust
Always act
with honesty
and integrity
Keep your
promises
Look out for
Openness in
communication
with everyone
interests of others,
not just your own

Character
More Dominant
Them You
subordinate

Character
Them You
lacking motivation
More Motivated

Anger
is
seen
as
increasing
the
level
of
perceived
dominance
in
both
men
and
women.
Do
you
want
to
be
the
dominant
alpha
or
the
subordinate
beta?
The
angry
person
is
perceived
to
be
more
mo1vated
to
take
ac1on.
Remember
-‐
you
want
to
get
into
office
to
DO
SOMETHING
to
take
ac1on
The
smart
angry
person
is
more
likely
to
be
on
the
offence
their
narra1ve
pu[ng
your
opponent
on
the
defense
Once
again
-‐
remember
-‐
cool
controlled
anger
wins
There
are
different
levels
of
anger
Get
angry
at
a
level
that
s1mulates
ac1on
-‐
to
overcome
and
undo
the
harm
is
the
appropriate
level
of
anger.
The
proper
level
of
anger
will
show
your
focus,
concentra1on
and
resolve
Being
livid
and
losing
control
is
not
a
good
way
to
show
who
you
are.
Speaking
notes

Character
Go on Offence
Them You
defense

How to handle
Righteous Indignation
1. React immediately …
2. … but contemplate
3. Confront root cause
4. Have a clean heart
5. Don't sin
6. Make a difference.
7. Stay in control
How to React
steely resolve

Performance
Good
Poor
Alert
EmoDonal
Arousal
Low
Under-‐aroused
High
Over-‐aroused
Op1mal
Zone
Maximum
Performance
Moderate
Op1mal
Optimal Anger
Bored
Anxiety
Panic
Calm
Stress
Distress

Anger,
is
a
stress,
and
has
an
op1mal
zone
for
op1mal
performance
Too
liMle
anger
and
you
are
ineffec1ve
Too
much
anger
and
you
are
ineffec1ve
You
need
to
find
the
sweet
spot
Just
enough
stress
to
be
mo1vated
and
mo1va1ng
-‐
without
turning
people
off
Your
op1mal
anger
in
the
campaign
will
be
shown
through
words
Aggressive
request
for
Change
Strong
Communica1ons
Clear
Communica1ons
Speaking
notes

Frustrated
Offended
Annoyed
Displeased
Thoughts
Felt
but
not
Communicated
HOT
MEDIUM
MILD
AcDons
Losing
temper
–
rage
Physical
ac1on
Words
Aggressive
Change
Request
Communicate
Strongly
Communicate
Clearly
Communicate
Ineffec1vely
Enraged
Livid
-‐
Furious
Belligerent
Indignant
Perturbed
Irritated
Resenqul
Anger Levels

Virtues Excess Deficiency Mean

Aristotle
developed
a
model
of
virtues
which
state
that
it
is
not
good
to
have
either
an
excess
of
deficiency
of
a
trait.
The
ideal
is
to
be
in
the
middle
Having
too
much
anger
leads
to
irascibility,
irritability
and
wrath
and
this
is
not
aMrac1ve.
BUT
for
leadership
posi1ons
having
a
liMle
too
much
can
be
considered
ANDRODIES
-‐
manly.
Those
that
are
manly
may
be
fit
to
command
Not
having
enough
anger
is
considered
to
be
meekness,
a
lack
of
spirit.
People
with
this
deficiency
are
considered
foolish
and
servile
Speaking
notes

Moral Virtue of Temperament
Concerned with Anger
Virtue
Deficiency Mean Excess
Patience
Gentleness

Virtue
Patience
Gentleness
Irascibility
Irritability
Wrath
andrōdeis
May be manly and fit to command

Virtue
Lack of Spirit
Meekness
Patience
Gentleness
Irascibility
Irritability
Wrath
Considered foolish and servile

Part 2
… and, since he does not get
angry, he is thought unlikely
to defend himself;
and to endure being insulted
and put up with insult to
one's friends is servile.
Aristotle 350 B.C.E
- Nicomachean Ethics Activists

At this moment, maybe
New Democrats are
looking for a warrior.
“I think that’s something
that our party will
benefit from,” says
NDP MP Don Davies.
Example 1
Thomas Mulcair
NDP - Canada

Example 2
Angry Boxer
Friendly Grandfather

Thomas
Mulcair
won
the
leadership
of
the
New
Democrat
Party
in
Canada
At
this
moment,
maybe
New
Democrats
are
looking
for
a
warrior.
“I
think
that’s
something
that
our
party
will
benefit
from,”
says
NDP
MP
Don
Davies.
“What
I
see
in
Tom
is
he’s
passionate
and
he’s
principled
and
he’s
not
afraid
to
speak
his
mind,”
says
NDP
MP
Don
Davies,
who
has
endorsed
Mulcair.
By
the
way,
a
beard
makes
you
look
more
manly
and
strong.
Different
1mes
require
different
reac1ons
“At
the
end
of
the
day…
violence
was
the
only
weapon
that
would
destroy
apartheid.”
~
Nelson
Mandela,
1959,
Angry
boxer
Nelson
Mandela
was
not
sent
to
prison
because
of
his
poli1cal
views.
He
was
sent
to
prison
because
he
was
a
terrorist
-‐
a
revolu1onary
in
his
young
angry
boxer
days.
Speaking
notes

Example 3
Beware of
becoming a
volcanic
Steve Jobs
Steve Jobs
Apple

Spice
Campaign Anger is like salt
A little bit - just the right amount –
makes the food taste good but
adding too much makes it inedible.

Your Feelings
Many opinions
Many options
What is your gut feel
about anger?

Contact
Zeljko
Zidaric
Civic
Innova1on
Incubator
zzidaric@gmail.com

Anger in Election Campaign part 1

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Anger in Election Campaign part 1