Abstract
ObjectiveThis research examines the effects of using positive racial imagery in the context of an electoral campaign.MethodThis study utilizes an experiment that was embedded in a survey conducted as part of the 2014 Cooperative Congressional Election Study.ResultsUnlike negative stereotypical images that activate racial prejudice, positive racial images can be used to improve perceptions of a candidate's perceived level of inclusivity and overall candidate evaluations. The ability to do so, however, is contingent on the racial attitudes of the subjects.ConclusionThis study provides new insight into how racial appeals can be made in campaigns as well as the relative rigidity and fluidity of political stereotypes.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
