The dynamic interplay of hope vs fear appeals in a referendum context
| Autor: | Paul Baines, Roger Mortimore, Iain Black, Ning Baines, Nicholas O'Shaughnessy |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
Sociology and Political Science
050801 communication & media studies Context (language use) political communications hope appeals Politics 0508 media and communications Political science Referendum 050602 political science & public administration Rhetorical question referendum advertising ComputingMilieux_MISCELLANEOUS Marketing fear appeals HF5410 Scottish independence referendum 05 social sciences Hope appeals Media studies Political communications Fear appeal 0506 political science ComputerApplications_GENERAL Scottish Independence referendum Political advertising |
| ISSN: | 1537-7857 1537-7865 |
| DOI: | 10.1080/15377857.2021.1892900 |
| Popis: | The file attached to this record is the author's final peer reviewed version. This article makes a contribution by articulating, for the first time, how hope and fear appeals were constructed as a rhetorical media device in a political advertising campaign context, specifically the 2014 Scottish independence referendum. Based on a qualitative content analysis of both sides’ campaigning materials, an understanding of the fluid, responsive and symbiotic nature of these emotional appeals and how they are utilized against the other is outlined. The research reveals core dimensions for constructing persuasive media appeals. While, fear appeals should strive to create a threat perceived to be relevant, and significant, the deployed hope appeals should focus on generating alternative positive visions and be goal congruent. By understanding contested (political) campaigns, new types of hybrid hope and fears appeal emerge (i.e. hope and fear reduction appeals). Taking these findings together, allows the authors to provide prescriptions on how certain message appeal types might be used to induce particular emotional effects in the audience. |
| Databáze: | OpenAIRE |
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