REVISITING THE DYNAMICS OF POLITICAL PERSUASION AND THE PSYCHOLOGY OF EMOTIONAL APPEALS IN PAKISTANI POLITICAL CAMPAIGNS

Abstract

Politico-psychological studies have revealed, Political campaigns have traditionally used for emotional appeals to engage with people. This study examines the efficacy, influence, and ethics of emotional appeals in Pakistani political campaigns. Through case studies and a literature analysis, this research examines politicians' emotional appeals, their effects on voters, and their ethical implications. The study included primary and secondary sources. The data shows that Pakistani political campaigns get benefit from emotional appeals. These appeals had symbolic, psychological, and collocative effects. These chants are also utilized in Pakistan to boost self-esteem and denigrate others. These outcomes raise concerns about manipulation and exploitation. The article concludes that ethical considerations and fair and balanced use of emotional appeals in political campaigns are crucial. Keyword: Psychological appeals, Emotions, Political Persuasion, Voter behavior.