How Political Content in Us Weekly Can Reduce Polarized Affect Toward Elected Officials

Abstract

ABSTRACTPoliticians invest a lot of energy into managing their image, with the hope that the public views them favorably. In sharing details about themselves, elected officials want to be seen as people, not just as politicians. Are these efforts successful? I explore this question using an experiment inspired by a column in the celebrity entertainment magazine Us Weekly. I find that politicians who share nonpolitical autobiographical details about themselves secure warmer evaluations from the public. Reading this type of personalizing information also can contribute to ratings of elected officials that are less polarized by partisanship. While personalizing information boosts favorability toward politicians across party lines, members of the opposing party are particularly likely to report warmer affect toward the politician about whom they read. This suggests that this type of soft news coverage has the potential to depolarize partisan evaluations of politicians.