If the vote is a liking and not a choice – a process of rationalization-, how is that “liking” built? The answer is through resonance, the process by which a subject unconsciously reaches empathy with a person who also considers better/superior than him: “It’s like me, but also a leader”.

In contrast, the dissonance is the lack of correspondence, conformity or equality between two or more things. If through the resonance we built the pleasure for someone, the dissonance does the opposite.

The most successful digital content strategies require thick data, digital anthropology,and microsegmentation. These are the ones used in the most state of the art electoral campaigns.