Nai Alessandro, Maier Jürgen
Dr, Amsterdam School of Communication Research, University of Amsterdam, Amsterdam, The Netherlands.
Professor, Department of Political Science, University of Koblenz-Landau, Landau, Germany.
J Polit Mark. 2021 Jun 4;23(1):74-91. doi: 10.1080/15377857.2021.1930327. eCollection 2024.
Little is known about why candidates decide to make use of emotional messages when campaigning for a political office, and under which conditions this is more likely to happen. We focus on the use of fear and enthusiasm appeals and assume that these are a function of profile of candidates and the nature of the context in which the election takes place. We use a new large-scale comparative dataset which includes information about campaigning strategies for 636 candidates having competed in 133 presidential and parliamentary elections in 101 countries between June 2016 and March 2020, based on judgments of 2000+ domestic and international experts. Our results show that candidates benefitting from a comparative advantage (incumbents and frontrunners) tend to rely on enthusiasm appeals, more extreme candidates prefer fear to enthusiasm, and more competitive races tend to foster the use of fear appeals. These findings have important implications for electoral competition, communication theory, and political marketing. All data and materials are openly available for replication. Supplemental data for this article is available online at https://doi.org/10.1080/15377857.2021.1930327 .
对于候选人在竞选政治职位时为何决定使用情感信息，以及在哪些情况下更有可能出现这种情况，我们知之甚少。我们关注恐惧诉求和热情诉求的使用，并假设这些是候选人形象以及选举发生背景性质的函数。我们使用了一个新的大规模比较数据集，该数据集基于2000多名国内外专家的判断，包含了2016年6月至2020年3月期间在101个国家参加133场总统和议会选举的636名候选人的竞选策略信息。我们的结果表明，受益于比较优势的候选人（现任者和领先者）倾向于依赖热情诉求，更极端的候选人更喜欢恐惧诉求而非热情诉求，竞争更激烈的竞选往往会促进恐惧诉求的使用。这些发现对选举竞争、传播理论和政治营销具有重要意义。所有数据和材料均可公开获取以进行复制。本文的补充数据可在https://doi.org/10.1080/15377857.2021.1930327在线获取。
