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Who candidates are influences the emotional appeals they can make in their campaigns

Scott, Zack and McDonald, Jared (2022) Who candidates are influences the emotional appeals they can make in their campaigns. USApp – American Politics and Policy Blog (11 Aug 2022). Blog Entry.

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Abstract

In many elections, emotions are often just as, or even more important than, facts in voters’ minds. But how do candidates’ characteristics affect the way they use emotional appeals in their campaigns? In new research, Zack Scott and Jared McDonald find that women candidates use more appeals to joy than men, Republicans invoke fear more than Democrats, but not disgust, and that White and Black candidates use emotional appeals in the same ways. They write that these findings show that there is an unequal playing field in US politics, where some candidates can lean into emotions that reflect public sentiment, while others must steer clear.

Item Type: Online resource (Blog Entry)
Official URL: https://blogs.lse.ac.uk/usappblog/
Additional Information: © 2022 The Author(s)
Divisions: LSE
Subjects: H Social Sciences > HV Social pathology. Social and public welfare. Criminology
J Political Science > JK Political institutions (United States)
Date Deposited: 09 Sep 2022 11:48
Last Modified: 09 Sep 2022 11:48
URI: http://eprints.lse.ac.uk/id/eprint/116577

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