"Theoretically, the purpose of a political campaign is discussion of issues and the education of voters, just as, theoretically, capitalism exists for the maintenance of a competitive market economy. But, in both cases, the goal of the participants is quite different from the purpose of the institution. Campaigners seek to win votes, even by concealing the issues, as capitalists seek to make profits, even by eliminating their competition. In seeking votes, they know that whenever they clarify an issue they will probably lose some support and gain some. But when they substitute enthusiasm for issues, the effect upon voters may be almost pure gain. As politicians have understood better than historians, most voters are swayed less by reason than by emotion, by their group affiliation, by artificially generated excitement in which they can participate, and by a desire to be identified with power as personified in a man who projects a strong and appealing personality. Therefore, a successful campaign may totally omit attention to the most serious question of the day, but it must not omit group activities, excitements, a stereotype of victory, and an attractive image for the candidate."