Abstract
AbstractOur article examines whether a politician charging a political candidate's implicit racial campaign appeal as racist is an effective political strategy. According to the racial priming theory, this racialized counterstrategy should deactivate racism, thereby decreasing racially conservative whites’ support for the candidate engaged in race baiting. We propose an alternative theory in which racial liberals, and not racially conservative whites, are persuaded by this strategy. To test our theory, we focused on the 2016 presidential election. We ran an experiment varying the politician (by party and race) calling an implicit racial appeal by Donald Trump racist. We find that charging Trump's campaign appeal as racist does not persuade racially conservative whites to decrease support for Trump. Rather, it causes racially liberal whites to evaluate Trump more unfavorably. Our results hold up when attentiveness, old‐fashioned racism, and partisanship are taken into account. We also reproduce our findings in two replication studies.
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