Citation

Racial Cues in Political Ads: Comparing Affective vs. Visual Attention

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Abstract:

This paper presents results from two separate experiments designed to explore participants’ visual attention and feelings about campaign communication from an African American male candidate. Participants were assigned to one of three groups: one that invokes in-group language, one that invokes out-group language, and a control group. Audio messages were accompanied by a static image that was consistent across conditions. Study one visual fixations were recorded (for both location and duration), using eye-tracking technology, while in the second, participants were instructed to move response dials (calibrated to 101-point scales) fluidly throughout the spot to correspond to their feelings about the content. This paper provides a descriptive analysis of study results and correlates the presence of visual and affective attention to key parts of the advertising message when specific racial cues are presented. We also compare posttest correlates (including symbolic racism, racial resentment and implicit racial associations), from each study.
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Name: American Political Science Association Annual Meeting
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http://www.apsanet.org


Citation:
URL: http://citation.allacademic.com/meta/p1129058_index.html
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MLA Citation:

McIlwain, Charlton. and Caliendo, Stephen. "Racial Cues in Political Ads: Comparing Affective vs. Visual Attention" Paper presented at the annual meeting of the American Political Science Association Annual Meeting, TBA, Philadelphia, PA, Sep 01, 2016 <Not Available>. 2017-11-28 <http://citation.allacademic.com/meta/p1129058_index.html>

APA Citation:

McIlwain, C. D. and Caliendo, S. M. , 2016-09-01 "Racial Cues in Political Ads: Comparing Affective vs. Visual Attention" Paper presented at the annual meeting of the American Political Science Association Annual Meeting, TBA, Philadelphia, PA Online <APPLICATION/PDF>. 2017-11-28 from http://citation.allacademic.com/meta/p1129058_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This paper presents results from two separate experiments designed to explore participants’ visual attention and feelings about campaign communication from an African American male candidate. Participants were assigned to one of three groups: one that invokes in-group language, one that invokes out-group language, and a control group. Audio messages were accompanied by a static image that was consistent across conditions. Study one visual fixations were recorded (for both location and duration), using eye-tracking technology, while in the second, participants were instructed to move response dials (calibrated to 101-point scales) fluidly throughout the spot to correspond to their feelings about the content. This paper provides a descriptive analysis of study results and correlates the presence of visual and affective attention to key parts of the advertising message when specific racial cues are presented. We also compare posttest correlates (including symbolic racism, racial resentment and implicit racial associations), from each study.


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