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Cues that Matter: How Political Ads Prime Racial Attitudes During Campaigns

VALENTINO, NICHOLAS A. ; HUTCHINGS, VINCENT L. ; WHITE, ISMAIL K.

The American political science review, 2002-03, Vol.96 (1), p.75-90 [Periódico revisado por pares]

New York, USA: Cambridge University Press

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Título:
Cues that Matter: How Political Ads Prime Racial Attitudes During Campaigns
Autor: VALENTINO, NICHOLAS A. ; HUTCHINGS, VINCENT L. ; WHITE, ISMAIL K.
Assuntos: Advertising ; Advertising, Political ; African Americans ; Attitudes ; Black people ; Campaigns, Political ; Candidates ; Coding ; Crime ; Cues ; Decision Making ; Election results ; Electoral campaigning ; Elites ; Employment ; Ethnic Groups ; Ethnic Identity ; Government (Administrative Body) ; Government and politics ; Government spending ; Hispanic Americans ; Individualism ; Mass media ; Media ; Memory ; Minority & ethnic groups ; Minority Groups ; Negative campaigning ; Noncitizens ; Political advertising ; Political attitudes ; Political Campaigns ; Political candidates ; Political communication ; Political parties ; Political psychology ; Political science ; Political uses ; Politics ; Preferences ; Public Opinion ; Race ; Race relations ; Racial aspects ; Racial Attitudes ; Racism ; State elections ; Statistical Data ; Stereotypes ; Taxation ; Television advertising ; United States ; Voting ; White people
É parte de: The American political science review, 2002-03, Vol.96 (1), p.75-90
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Descrição: Recent evidence suggests that elites can capitalize on preexisting linkages between issues and social groups to alter the criteria citizens use to make political decisions. In particular, studies have shown that subtle racial cues in campaign communications may activate racial attitudes, thereby altering the foundations of mass political decision making. However, the precise psychological mechanism by which such attitudes are activated has not been empirically demonstrated, and the range of implicit cues powerful enough to produce this effect is still unknown. In an experiment, we tested whether subtle racial cues embedded in political advertisements prime racial attitudes as predictors of candidate preference by making them more accessible in memory. Results show that a wide range of implicit race cues can prime racial attitudes and that cognitive accessibility mediates the effect. Furthermore, counter-stereotypic cues—especially those implying blacks are deserving of government resources—dampen racial priming, suggesting that the meaning drawn from the visual/narrative pairing in an advertisement, and not simply the presence of black images, triggers the effect.
Editor: New York, USA: Cambridge University Press
Idioma: Inglês

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Cues that Matter: How Political Ads Prime Racial Attitudes During Campaigns

VALENTINO, NICHOLAS A. ; HUTCHINGS, VINCENT L. ; WHITE, ISMAIL K.

New York, USA: Cambridge University Press

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