In the field of political communication, the effects of negative propaganda strategies have been long studied. In the current work, I investigated the perceived and actual persuasiveness of an unexplored positive propaganda strategy, i.e., addressing a flattery to the rival in a political speech. In a 2 × 2 full-factorial design experiment, a fictitious candidate (a man or a woman) flattered, or did not flatter, an opponent in a political speech. Results showed that when the candidate flattered a rival s/he influenced the likelihood of being voted through source trustworthiness evaluation, irrespective of the candidate’s gender. Theoretical and practical implications are discussed.

When political candidates “go positive”: The effects of flattering the rival in political communication / Cavazza, Nicoletta. - In: SOCIAL INFLUENCE. - ISSN 1553-4510. - STAMPA. - 11 (3):(2016), pp. 166-176. [10.1080/15534510.2016.1206962]

When political candidates “go positive”: The effects of flattering the rival in political communication

CAVAZZA, Nicoletta
2016

Abstract

In the field of political communication, the effects of negative propaganda strategies have been long studied. In the current work, I investigated the perceived and actual persuasiveness of an unexplored positive propaganda strategy, i.e., addressing a flattery to the rival in a political speech. In a 2 × 2 full-factorial design experiment, a fictitious candidate (a man or a woman) flattered, or did not flatter, an opponent in a political speech. Results showed that when the candidate flattered a rival s/he influenced the likelihood of being voted through source trustworthiness evaluation, irrespective of the candidate’s gender. Theoretical and practical implications are discussed.
2016
11 (3)
166
176
When political candidates “go positive”: The effects of flattering the rival in political communication / Cavazza, Nicoletta. - In: SOCIAL INFLUENCE. - ISSN 1553-4510. - STAMPA. - 11 (3):(2016), pp. 166-176. [10.1080/15534510.2016.1206962]
Cavazza, Nicoletta
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/1109356
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