Psychological Aspects of the U.S. Election Campaign

Abstract

AbstractGreat diversity - racial and cultural as well as in terms of quality of life - in the United States forces versatility of electoral activities, pushing them to a certain level of generality, as specific, defined solutions may turn out too narrow for a broad electorate. In specific campaigns, psychological mechanisms become particularly important, especially those which in many ways provide a sense of closeness to the preferred candidate and build a relationship that leads to support and casting a vote in the elections. The present study focuses on three important - from a psychological point of view - issues, which are perfectly represented in the American elections - the narrative of the political image; communities created on the Internet thanks to management of specific electoral groups by politicians, and the presence of humor and satire in the campaign.