Image and Emotion in Voter Decisions: The Affect Agenda

Image and Emotion in Voter Decisions: The Affect Agenda

by Renita Coleman, Denis Wu

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Overview

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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Product Details

ISBN-13: 9781498514033
Publisher: Lexington Books
Publication date: 08/30/2016
Series: Lexington Studies in Political Communication
Edition description: Reprint
Pages: 282
Product dimensions: 5.90(w) x 8.90(h) x 0.80(d)

About the Author

Renita Coleman is associate professor at the University of Texas-Austin School of Journalism.

H. Denis Wu is associate professor of communication at Boston University.

Table of Contents

1 The Importance of Image and Affect in Politics

2 Historical Traces and Relevant Concepts

3 The Role of Information Processing

4 The Methods Behind the Research: How We Did These Studies

5 The Two Levels of Agenda Setting: Issues and Attributes

6 Visual Cues in the Formation of Affect

7 The Valence of Affect: Accentuate the Negative or Put Your Best Foot Forward?

8 The Makeup of Affect: Emotions and Traits

9 New Media and Demographic Differences in Agenda Setting

10 An International Investigation of Affective Agendas

11 What We Now Know About Affect and Implications for Democracy

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