Cracking the Code

The bestselling author and host of the flagship show on the Air America radio network, heard coast to coast and on satellite radio, shows progressives how to master the science and technology of persuasive communication and counter the right-wing message machine. Cracking the Code offers exercises and examples throughout to help readers put the concepts they're learning into practice.According to Air America radio host Thom Hartmann, the apologists of the Right have become masters of the subtle and largely subconscious aspects of political communication. But conservatives didn't intuit the path to persuasive messaging--they learned these techniques. There is no reason why progressives can't learn them too. In Cracking the Code, Hartmann shows how. Drawing on his background as a psychotherapist and advertising executive as well as a radio host, he breaks down the science and technology of effective communication so you can apply it to your own efforts to counter right-wing disinformation. It's both an art and a science--as Hartmann explains, political persuasion is as much about biology as ideology, about knowing how the brain processes information and how that influences the way people perceive messages, make decisions and form a worldview.Throughout the book, Hartmann provides examples and shows precisely how to master this technology. Whether you're a politician, an activist, a volunteer, or a concerned citizen, you'll develop a strong sense for how to reach into that part of the collective human psyche where we truly do have the power to create a new world.

Thom Hartmann is the host of a nationally syndicated Air America radio program