Question

Check your understanding of the components of attitudes and the elements of persuasion by analyzing hypothetical political strategies. Imagine you're working on a political campaign and you're invited to join the candidate's inner circle in strategy sessions, as staff members prepare the candidate for upcoming campaign stops. During the meetings, you hear various strategies discussed. For each strategy below, indicate which component of voters' attitudes (cognitive, affective, or behavioral) is being targeted for change, and indicate which element in persuasion (source, message, or receiver factors) is being manipulated. The answers are in Appendix A. "You haven't been smiling enough lately, especially when the TV cameras are rolling. Remember, you can have the best ideas in the world, but if you don't seem likable, you're not gonna get elected. By the way, I think I've lined up some photo opportunities that should help us create an image of sincerity and compassion."

Short answer

Short Answer: The given political campaign strategy targets the affective component, which relates to emotions, feelings, and attitudes, as it focuses on the candidate's likability and image of sincerity and compassion. The element of persuasion being manipulated is the source factor, as the strategy aims to create a desired image of the candidate through smiling, appearing likable, and organizing photo opportunities.

Step-by-step solution

Strategy analysis

The given strategy is: "You haven't been smiling enough lately, especially when the TV cameras are rolling. Remember, you can have the best ideas in the world, but if you don't seem likable, you're not gonna get elected. By the way, I think I've lined up some photo opportunities that should help us create an image of sincerity and compassion." 1. Component of voters' attitudes targeted for change:

Affective Component

The affective component refers to emotions, feelings, and attitudes that relate to an object or situation. The strategy focuses on the candidate's likability and image of sincerity and compassion. The goal is to affect the way voters feel about the candidate. 2. Element of persuasion being manipulated:

Source Factor

The source factors pertain to the person who is delivering the message. In this case, by emphasizing the importance of smiling and appearing likable, the strategy is manipulating the image of the candidate. By organizing photo opportunities to show sincerity and compassion, the source (i.e., the candidate) is being manipulated to create a particular image in the minds of the voters.

Key concepts

Affective Component

Understanding the emotional drivers of voter behavior is crucial in the realm of politics. This is where the affective component comes into play. It's about the emotional connection and feelings voters have toward a candidate or a political issue. For instance, if a political campaign aims to present their candidate as more likable and compassionate, they are engaging directly with the affective component of voter attitudes.

It's not just the policy that sways voters but also how they feel about the person or party proposing it. Emotions like trust, admiration, and hope can significantly influence voter decisions. Campaigns, therefore, often use heartwarming stories, relatable imagery, and positive body language from the candidate to strengthen that emotional bond with the electorate. In summary, the affective component is about creating an emotional narrative that aligns with the voters' values and aspirations.

Source Factors in Persuasion

When campaigns communicate with the public, they're relying on the principle of source factors in persuasion. This refers to the characteristics of the person delivering the message, such as credibility, attractiveness, trustworthiness, and authority. Voters are often more influenced by who is delivering the message than the message itself.

For example, a political candidate’s appearance, mannerisms, and perceived sincerity all contribute to their persuasiveness. Campaigns invest in creating a favorable image of the candidate, such as setting up photo opportunities that humanize them or coaching them to maintain eye contact and smile during speeches. The focus here is not just on what is said by the candidate but also on the candidate's overall presentation, which can be decisive in swaying voter attitude.

Political Campaign Strategies

Successful political campaign strategies are multifaceted plans designed to win over voters. These strategies encompass a variety of tactics, such as messaging, fundraising, outreach efforts, and more.

For instance, campaigns may seek to reinforce or alter voter perceptions through targeted advertisements, public appearances, and debates. Strategic messaging is crafted to resonate with particular demographics, while canvassing and phone-banking operations aim to mobilize support on a grassroots level. Moreover, the use of social media platforms enables campaigns to reach a larger audience with greater efficiency. Overall, the aim is to shape the political narrative in a way that benefits the candidate and aligns with voter interests and concerns.

Voter Attitude Change

Changes in voter attitude are often the goal of a political campaign's efforts. Influencing voters to shift their views or reinforce their current beliefs requires understanding the psychology of persuasion. Tactics might include providing new information, countering misinformation, aligning with voter identity, or appealing to emotional factors.

When a campaign introduces new policies or refutes negative claims, it aims to impact the cognitive component of voter attitude - their knowledge and beliefs about a candidate or issue. However, emphasizing the candidate’s relatability and integrity targets the affective component - voters’ emotions. Finally, encouraging people to show up to the polls ties into the behavioral component - their actions. Recognizing and leveraging these aspects can lead to shifts in the electoral landscape and ultimately, the outcome of an election.