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Image and Emotion in Voter Decisions - The Affect Agenda (Hardcover)
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Image and Emotion in Voter Decisions - The Affect Agenda (Hardcover)
Series: Lexington Studies in Political Communication
Expected to ship within 12 - 19 working days
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Drawing on a decade of their own research from the 2000 to 2012
U.S. presidential elections, Renita Coleman and Denis Wu explore
the image presentation of political candidates and its influence at
both aggregate and individual levels. When facing complex political
decisions, voters often rely on gut feelings and first impressions
but then endeavor to come up with a "rational" reason to justify
their actions. Image and Emotion in Voter Decisions: The Affect
Agenda examines how and why voters make the decisions they do by
examining the influence of the media's coverage of politicians'
images. Topics include the role of visual and verbal cues in
communicating affective information, the influence of demographics
on affective agenda setting, whether positive or negative tone is
more powerful, and the role of emotion in second-level agenda
setting. Image and Emotion in Voter Decisions will challenge
readers to think critically about political information processing
and a new way of systematically thinking about agenda setting in
elections.
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