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Pinocchio v. Dumbo: Priming Candidate Caricature Attributes in Late-night Comedy Programs in Election 2000 and the Moderating Role of Political Knowledge

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Abstract:

This paper is an empirical examination of the effects of late-night exposure on perceptions of the presidential candidates in the 2000 Presidential campaign. Rooted in priming theory, the author assesses the extent to which exposure to late-night comedy programming primed the candidates' caricatured traits as the basis for the audience's overall evaluations of the candidates, and explores how these priming effects varied by the political knowledge level of the audience. The analyses also include a content analysis of late-night political jokes made by Dave Letterman and Jay Leno throughout the campaign. While results do not indicate significant priming effects for the entire sample, they do suggest that priming effects of late-night varied as a function of the political knowledge of the audience. Findings also suggest that exposure to Leno played a greater role in the priming process than did exposure to Letterman.

Most Common Document Word Stems:

knowledg (222), polit (217), late (136), night (136), candid (109), exposur (106), gore (100), prime (98), effect (94), bush (82), leno (81), rate (78), model (78), caricatur (72), joke (66), b (61), favor (56), comedi (54), program (53), letterman (50), attribut (50),

Author's Keywords:

Keywords: Late-night, late night, political knowledge, Leno, Letterman, priming, Bush, Gore, Political humor, Satire, comedy
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Name: American Political Science Association
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MLA Citation:

Goldthwaite, Dannagal. "Pinocchio v. Dumbo: Priming Candidate Caricature Attributes in Late-night Comedy Programs in Election 2000 and the Moderating Role of Political Knowledge" Paper presented at the annual meeting of the American Political Science Association, Boston Marriott Copley Place, Sheraton Boston & Hynes Convention Center, Boston, Massachusetts, Aug 28, 2002 <Not Available>. 2009-05-27 <http://www.allacademic.com/meta/p66275_index.html>

APA Citation:

Goldthwaite, D. E. , 2002-08-28 "Pinocchio v. Dumbo: Priming Candidate Caricature Attributes in Late-night Comedy Programs in Election 2000 and the Moderating Role of Political Knowledge" Paper presented at the annual meeting of the American Political Science Association, Boston Marriott Copley Place, Sheraton Boston & Hynes Convention Center, Boston, Massachusetts Online <.PDF>. 2009-05-27 from http://www.allacademic.com/meta/p66275_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This paper is an empirical examination of the effects of late-night exposure on perceptions of the presidential candidates in the 2000 Presidential campaign. Rooted in priming theory, the author assesses the extent to which exposure to late-night comedy programming primed the candidates' caricatured traits as the basis for the audience's overall evaluations of the candidates, and explores how these priming effects varied by the political knowledge level of the audience. The analyses also include a content analysis of late-night political jokes made by Dave Letterman and Jay Leno throughout the campaign. While results do not indicate significant priming effects for the entire sample, they do suggest that priming effects of late-night varied as a function of the political knowledge of the audience. Findings also suggest that exposure to Leno played a greater role in the priming process than did exposure to Letterman.

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Associated Document Available American Political Science Association
Associated Document Available Political Research Online

Document Type: .pdf
Page count: 39
Word count: 11438
Text sample:
Pinocchio v. Dumbo: Priming Candidate Caricature Attributes in Late­night Comedy Programs and the Moderating Effects of Political Knowledge 1 Pinocchio v. Dumbo: Priming Candidate Caricature Attributes in Late­night Comedy Programs in Election 2000 and the Moderating Effects of Political Knowledge Dannagal E. Goldthwaite Annenberg School for Communication University of Pennsylvania Prepared for delivery at the 2002 Annual Meeting of the American Political Science Association August 29 ­ September 1 2002. Copyright by the American Political Science Association. Dannagal Goldthwaite
2 3 Gore's know ledgeable rating Favorability of Gore low know med know high know Predicted model for subjects with no Leno exposure 25 35 45 55 65 75 85 0 1 2 3 Bush's inspiring rating Favorability of Bush low know ledge med know ledge high know ledge Predicted model for subjects with high Leno exposure 25 35 45 55 65 75 85 0 1 2 3 Bush's inspiring rating Favorability of Bush low know ledge med know


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The Influence of Late-Night Comedy Viewing on the Consumption and Engagement of Political Discourse: A Testing of Competing Models of Candidate Issue Knowledge as Moderator

The Counterargument-Disruption Model of Political Humor (CADIMO): An Experimental Exploration of the Effects of Late-Night Political Jokes on Cognitive Elaboration and the Conditional Effects of Partisanship


 
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