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Does consistency matter? perception and persuasiveness of value appeals in populist communication


Wirz, Dominique Stefanie (2018). Does consistency matter? perception and persuasiveness of value appeals in populist communication. Studies in Communication - Media (SCM), 7(1):59-88.

Abstract

Although research has shown that political actors benefit from appealing to values that resonate with their audience’s preferences, it remains an open question to what extent this can be exploited. How do individuals react to value appeals that are inconsistent with the communicator’s value reputation? This paper examines this question in the context of right-wing populist parties, who are strongly associated with conservation values. In two experiments, the effects of consistent and inconsistent value appeals on perception (study 1) and persuasion (study 2) are investigated. It is expected that consistent values will be perceived stronger than inconsistent values, but that both kind of Appeals can be persuasive when they match with the audience’s value orientation. The results confirm these expectations and show that especially individuals with lower formal education can be persuaded to support right-wing populist Claims when these are promoted with inconsistent but matching value appeals.

Abstract

Although research has shown that political actors benefit from appealing to values that resonate with their audience’s preferences, it remains an open question to what extent this can be exploited. How do individuals react to value appeals that are inconsistent with the communicator’s value reputation? This paper examines this question in the context of right-wing populist parties, who are strongly associated with conservation values. In two experiments, the effects of consistent and inconsistent value appeals on perception (study 1) and persuasion (study 2) are investigated. It is expected that consistent values will be perceived stronger than inconsistent values, but that both kind of Appeals can be persuasive when they match with the audience’s value orientation. The results confirm these expectations and show that especially individuals with lower formal education can be persuaded to support right-wing populist Claims when these are promoted with inconsistent but matching value appeals.

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Additional indexing

Other titles:Ist Konsistenz wichtig? Wahrnehmung und Persuasionskraft von Wertappellen in populistischer Kommunikation
Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Department of Communication and Media Research
Dewey Decimal Classification:700 Arts
Uncontrolled Keywords:Value framing, matching, right-wing, experiment, persuasion
Language:English
Date:1 October 2018
Deposited On:11 Dec 2018 15:30
Last Modified:11 Dec 2018 15:31
Publisher:Nomos
ISSN:2192-4007
OA Status:Green
Free access at:Publisher DOI. An embargo period may apply.
Publisher DOI:https://doi.org/10.5771/2192-4007-2018-1-59
Project Information:
  • : FunderSNF
  • : Grant ID
  • : Project Title

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