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Priming Social Identity with Campaign Advertising: The Cues Candidates Use and their Effect on Voters' Candidate Evaluations

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Abstract:

Although there is much work on social identity theory, there is relatively little research that explores the connection between social identity and campaigns. This paper proposes that candidates use campaign advertising to trigger voters’ feelings of social identity. Specifically, this paper examines the cues candidates provide in their ads to trigger social identity and how well those signals influence candidate evaluations. This paper focuses on two social identities candidates may emphasize in their ads to influence how voters perceive them: race and gender. The relationship between social identity cues and candidate evaluations is explored with multilevel models that allow for an individual level focus. Results are discussed within the social identity literature and more broadly within the literature on how campaigns, and campaign advertising, affect voters and their evaluations of candidates.

Most Common Document Word Stems:

candid (154), ad (97), social (93), campaign (88), cue (76), ident (72), voter (69), group (68), favor (54), polit (51), latino (49), rate (45), gore (43), bush (41), effect (39), black (36), women (35), advertis (34), evalu (32), american (31), in-group (25),
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Name: APSA 2008 Annual Meeting
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http://www.apsanet.org


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URL: http://citation.allacademic.com/meta/p280096_index.html
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MLA Citation:

Johansen, Morgen. "Priming Social Identity with Campaign Advertising: The Cues Candidates Use and their Effect on Voters' Candidate Evaluations" Paper presented at the annual meeting of the APSA 2008 Annual Meeting, Hynes Convention Center, Boston, Massachusetts, Aug 28, 2008 <Not Available>. 2014-11-30 <http://citation.allacademic.com/meta/p280096_index.html>

APA Citation:

Johansen, M. S. , 2008-08-28 "Priming Social Identity with Campaign Advertising: The Cues Candidates Use and their Effect on Voters' Candidate Evaluations" Paper presented at the annual meeting of the APSA 2008 Annual Meeting, Hynes Convention Center, Boston, Massachusetts Online <PDF>. 2014-11-30 from http://citation.allacademic.com/meta/p280096_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Although there is much work on social identity theory, there is relatively little research that explores the connection between social identity and campaigns. This paper proposes that candidates use campaign advertising to trigger voters’ feelings of social identity. Specifically, this paper examines the cues candidates provide in their ads to trigger social identity and how well those signals influence candidate evaluations. This paper focuses on two social identities candidates may emphasize in their ads to influence how voters perceive them: race and gender. The relationship between social identity cues and candidate evaluations is explored with multilevel models that allow for an individual level focus. Results are discussed within the social identity literature and more broadly within the literature on how campaigns, and campaign advertising, affect voters and their evaluations of candidates.


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Campaigning to the Median Voter or Mobilizing the Base? The Politics of Interest Group Influence on Political Party Platforms [AKA: "Gimme All Your Planks, or I'll Take These Voters Elsewhere"]

Strength, Independence, and Economic Inequality: The Effects of Social Programs and Atlanta’s Black Popular Culture on Identity Formation among African American Women Living Below Poverty in Atlanta


 
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