Cueing Patriotism, Prejudice, and Partisanship in the Age of Obama: Experimental Tests of U.S. Flag Imagery Effects in Presidential Elections

Abstract

The American flag is a powerful symbol that campaigns seek to harness for electoral gain. But the flag's benefits may be more elusive than they appear. We begin by presenting content analysis of the flag's prevalence in 2012 U.S. presidential campaign ads, which suggests both candidates saw flags as advantageous. Then, in two experiments set during the 2012 campaign and a later study with prospective 2016 candidates, we find flag exposure provides modest but consistent benefits for Republican candidates among voters high in symbolic patriotism, racial prejudice, and Republican identification. These effects arise regardless of which candidate appears with the flag. Taken together, our results speak to both the power and limitations of the American flag in electioneering. Beyond practical implications for campaigns, these studies emphasize the heterogeneity of citizens’ reactions to visual political symbols and highlight potent links between symbolic attitudes and a nation's flag.