A Party of a Different Color? Race, Campaign Communication, and Party Politics

Abstract

Although studies have examined the contents of party images and the impact of those images on candidate evaluations, we do not have an understanding of the conditions that lead to party image change. In this article, I examine the impact of racialized campaigns on perceptions of individuals' party images. Moreover, I explore the factors that mediate the campaigns' effects. I argue that the success of a strategy's ability to alter party images depends on the strength of the individuals' extant party images. Using the 2000 Republican National Convention as a case study, I find that party images are indeed malleable. Further, I find that race, party identification, and education mediate party image change.