| Autor: |
Burge, Camille D., Wamble, Julian J., Laird, Chryl N. |
| Zdroj: |
Politics, Groups, and Identities; March 2020, Vol. 8 Issue: 2 p423-437, 15p |
| Abstrakt: |
ABSTRACTExtant scholarship on campaign advertising focuses on the effectiveness of microtargeting for Latinxs, women, and religious groups, spending little time on the efficacy of advertisements targeted towards Black Americans. In this paper, we examine the ways in which racially targeted advertisements shape perceptions of candidates and the subsequent political mobilization of Blacks. Using a novel survey experiment with approximately 1,410 Black respondents, we explore how Black individuals react to stereotypic appeals in campaign advertisements by manipulating the type of background music (i.e. rap, classical) as well as the race of the candidate making the appeal. We posit and find that the inclusion of rap music in the advertisement leads to negative evaluations of the candidate. Moreover, Black candidates that use rap music in advertisements seem to be doubly punished as increased levels of anger decrease support for the candidate and lead to more negative evaluations. This study adds to our knowledge by not only showing how Black individuals emotionally respond to certain targeted appeals, but also how they view the role and responsibility of potential representatives. |
| Databáze: |
Supplemental Index |
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