Inhaltszusammenfassung

Little is known about why candidates decide to make use of emotional messages when campaigning for a political office, and under which con- ditions this is more likely to happen. We focus on the use of fear and enthusiasm appeals and assume that these are a function of profile of candidates and the nature of the context in which the election takes place. We use a new large-scale comparative dataset which includes information about campaigning strategies for 636 candidates having competed in 1...Little is known about why candidates decide to make use of emotional messages when campaigning for a political office, and under which con- ditions this is more likely to happen. We focus on the use of fear and enthusiasm appeals and assume that these are a function of profile of candidates and the nature of the context in which the election takes place. We use a new large-scale comparative dataset which includes information about campaigning strategies for 636 candidates having competed in 133 presidential and parliamentary elections in 101 countries between June 2016 and March 2020, based on judgments of 2000+ domestic and inter- national experts. Our results show that candidates benefitting from a com- parative advantage (incumbents and frontrunners) tend to rely on enthusiasm appeals, more extreme candidates prefer fear to enthusiasm, and more competitive races tend to foster the use of fear appeals. These findings have important implications for electoral competition, communi- cation theory, and political marketing. All data and materials are openly available for replication.» weiterlesen» einklappen

Autoren

Klassifikation

DDC Sachgruppe:
Politik