What is heresthetics?

Heresthetics, coined by political scientist William Riker, is the study of political manipulation and strategic decision-making in order to mobilize and achieve desired outcomes. It refers to the art of framing the political debate in a way that makes it easier to sway opinions and gather support for a particular cause or political action. Heresthetics focuses on the effective use of language, symbols, and other persuasion tactics to influence the preferences and behavior of voters, politicians, policymakers, and other stakeholders. Its goal is to create a political environment where a particular agenda or set of policies is more likely to be adopted and implemented. Examples of heresthetical practices include gerrymandering, framing, and issue ownership.