Fear is being used as a tool in order to convince people. It is not so much the fear of punishment but rather the fear of a loss of control.
The politics give you the emotions and then provide you with the context. (Kind of like when a child slips and looks up to see if the observer smiles or looks startled)
It is about either:
- Making emotional arguments to win the political discussion or
- Using rational data and outcomes in order to drive policy decisions
(some points I took out of a speech from Danny Choriki)
And a matching GIF: