The political brain processes information regardless of the level of education and instruction. The belief that there is a kind of electorate by calculating ratios of cost and evaluating objectively the advantages of a candidate is at least naive. Far we may be unfortunate loss of certain rational utopia because not never really existed. Good political leaders have been successful communicators and have managed to always use the powerful energy of emotional connections. We have been telling good stories and framing discussions in terms of values. Please visit Gavin Baker, New York City if you seek more information. Leaders who ignore the sentiments on the primacy of the voters are doomed to failure. In turn, political scientists who still imagine that politics is a matter of purely rational nature are bound to be surprised by what actually happens in our brains and in polling.In his book the sentimental citizen. Emotion in democratic politics, George Marcus also defies the conventional wisdom that the improvement of democratic politics requires the lifting of the critical spirit and reason. Marcus advances the provocative claim that tradition in the treatment of the democratic theory of opposites how hostile the emotion and reason is wrong and leads to contemporary theorists to not find a diagnosis right on the current state of democratic systems to compare voter turnout with accession and political commitment.Instead of assessing the presence of emotion in politics as a failure of rationality and, therefore, as a failure of citizenship Marcus insists on recommending to political leaders and scholars of the subject that surrender to the certainty that the emotions are, in fact, a prerequisite for the exercise of reason andTherefore, essential for democratic and rational deliberation of the political assessment. But there is also an appeal to the candidates themselves cede to their claims rationalists and seek in their attitudes and made personal stories that allow them to connect with their emotions in way to transmit them directly to the electorate, rather than strive hard and complex speeches and rational messages.Assessment on policy and putting people carried out in practice of their decisions are based on relations of cooperation and complementarity between emotions, cognition, learning and action.