James T. Kitchens and Larry Powell examine why political messages appeal to voters in the United States by exploring the four pillars of the American psyche: fear, national narcissism, consumerism, and religiosity. These pillars, combined with the related matrix of attitudes, beliefs, and values, determine how political communication is understood.

James T. Kitchens is president of the Kitchens Group, a national public opinion research firm.
Larry Powell is professor in the Department of Communication Studies at the University of Alabama at Birmingham.

Chapter 1. The Four Pillars of Politics: An Introduction
Chapter 2. The First Pillar of American Politics: Fear
Chapter 3. The Second Pillar of American Politics: Narcissism
Chapter 4. The Third Pillar of American Politics: Consumerism
Chapter 5. The Fourth Pillar of American Politics: Religiosity
Chapter 6. Why Voters Frighten Politicians
Chapter 7. Republicans Versus Democrats
Chapter 8. The Republican Party: Disaster Inside and Out
Chapter 9. The Democratic Party: Searching for Unicorns
Chapter 10. Practical Lessons: Why Some Candidates Don't Win
Chapter 11. Why Some Public Figures Can't Lead