Face Time

Face-Time-smallFace Time provides cutting-edge insights into the emotional dynamics of the 2008 presidential race. Politics is profoundly emotional, a matter of gut-level reactions to candidates as people, to the values and beliefs that guide them, and to the TV commercials that promote them. Yet nobody has had a truly viable way to gauge the emotions of the candidates and voters alike, until now. Facial coding is a scientific research tool that has been written about extensively in Malcolm Gladwell's bestseller Blink, and is used by the CIA and the FBI. Author Dan Hill has, for a decade now, been using the tool in market research for the world's major brands. In 2004, Hill critiqued the Bush/Kerry debates for The New York Times and other media. This time around, he's looked at the entire race to date, on a non-partisan basis, taking into account how the candidates perform as leaders, as brands, and as communicators. The subject matter stretches from the earliest campaigning in Iowa to a prognosis about the general election. Want to know which candidates are authentic and what moments they are on- or off-emotion? Here's your chance. With an election affected by the emotional angle of potential race bias, now's the time to get beyond what people say to how they feel about a historic race for the White House.


“Read my lips . . . Dan Hill is my favorite facial coder. I use him all the time as THE face-reading expert in my political stories. And if he codes MY face saying this, you’ll see I’m not lying.”

– Jeanne Moose, CNN Correspondent 

“In Face Time, Dan Hill offers an array of perceptive navigational tools for making sense of what has happened in the ’08 race for the White House . . . and what may yet happen. Words from the candidates do matter, but so do other more emotive forms of communication. Indeed, Hill makes a persuasive case that they matter more – and he astutely analyzes who that helped and hurt in this campaign.”

– Don Frederick, veteran political journalist, Los Angeles Times

“Hill displays an uncanny knack for deciphering not only the characteristic expressions of presidential candidates, but also the hidden emotions that political analysts often overlook. His supreme talent is helping us understand how and why candidates connect with voters – or don’t.”

– Rick Dunham, Houston Chronicle Washington Bureau Chief and former BusinessWeek White House Correspondent

“Dan Hill is right! Today, people buy products and elect presidents because they have an emotional connection. Facts are important but they simply aren’t enough. This book helps explain why being 'on-emotion' is so important and helps communicators of every stripe understand what attributes they need to embody to connect with their audience.”

– Michael Maslansky, President, Luntz Maslansky Strategic Research

“Dan Hill’s facial coding process allows market researchers to get around the impediment of socially desirable responses to surveys and reveal underlying attitudes and opinions. Applied to the political process, as it is in this book, it offers valuable insights into the true motivations of both the candidates and the electorate. Face Time is a must read for everyone seeking to be a truly informed voter.”

– David F. Poltrack, Chief Research Officer, CBS Corporation, President, CBS Vision

“The 2008 presidential election is not just about what people think, but also, centrally, about what they see and what they feel. Assembling fascinating evidence, Dan Hill reveals the visual and emotional dimensions of the 2008 race with depth and thoroughness in this book. This is a must-read for those seeking to understand how the 2008 race for the White House plays out.”

– Steven E. Schier, Dorothy H. and Edward C. Congdon Professor of Political Science, Carleton College


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