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Turn on the television during election season and you’ll quickly notice a pattern.
The other candidate is dangerous.
The country is in crisis.
Democracy is under threat.
Everything is on the line.
The question is: if everyone is running against something, who is actually running for something?
In this episode of the Face Forward Podcast, David O’Brien and Vaughan Emsley explore the rise of negative political communication and ask whether modern campaigns are slowly destroying the very thing they are trying to win.
Why do consultants keep returning to anger, fear, and outrage? Why does negativity dominate so much political advertising? And what happens when entire campaigns become defined by what they oppose rather than what they hope to build?
Drawing on lessons from political history, brand building, and voter psychology, Vaughan argues that while attacks may sometimes win elections, they rarely create movements, mandates, or lasting leadership.
Most importantly, he explores how candidates can defend themselves against negativity—not by becoming louder or angrier—but by creating something far more powerful: emotional investment.
Because voters may remember what you attacked.
But they follow what you stand for.
If you’re a candidate, consultant, strategist, or anyone interested in the future of political communication, this conversation offers a different perspective on why politics feels so angry—and what might replace it.
Face Forward is the podcast where we explore how candidates become the face of the change voters are already seeking—and how to do it deliberately.
Connect with Scott Buckley and Vaughan Emsley through the Face Forward LinkedIn page.
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