{"title":"人人都为祖国投票:一项研究,探讨祖国情怀对政治广告说服力的影响","authors":"Fabian Mayer, Holger Schramm","doi":"10.3389/fcomm.2024.1310441","DOIUrl":null,"url":null,"abstract":"Contemporary events are marked by profound social changes and the resulting insecurity among many people. Political appeals on an emotional level and beyond facts are therefore currently popular. The German construct of Heimat conveys feelings of safety and shelter like no other. It is therefore not surprising that the term is instrumentalized in political advertising across the entire party spectrum in Germany. In an empirical study, the influence of Heimat references in visual political advertising on the attitudes of recipients is examined, whereby the feelings of Heimat evoked are modeled as a mediator of this relationship. It is assumed that the strength of this affective influence depends on the moderators information processing (heuristic or substantive) and the personality expression on the factor neuroticism. Party identification complements the model, also moderated by information processing, as an additional factor influencing political attitudes. The results show, however, that the explanatory power for the feeling of Heimat is rather to be found in the identification with the communicating party. Against this background, the persuasive instrumentalization of a feeling of Heimat for the evaluation of political issues can certainly be worthwhile. In this context, it is not decisive whether the content of the advertising material explicitly references the Heimat issue, but how the party itself is perceived by the recipients. No effects were found for personality and information processing.","PeriodicalId":1,"journal":{"name":"Accounts of Chemical Research","volume":"27 9","pages":""},"PeriodicalIF":16.4000,"publicationDate":"2024-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Everybody votes for Heimat: a study to examine the affective influence of feelings of Heimat on the persuasive impact of political advertising\",\"authors\":\"Fabian Mayer, Holger Schramm\",\"doi\":\"10.3389/fcomm.2024.1310441\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Contemporary events are marked by profound social changes and the resulting insecurity among many people. Political appeals on an emotional level and beyond facts are therefore currently popular. The German construct of Heimat conveys feelings of safety and shelter like no other. It is therefore not surprising that the term is instrumentalized in political advertising across the entire party spectrum in Germany. In an empirical study, the influence of Heimat references in visual political advertising on the attitudes of recipients is examined, whereby the feelings of Heimat evoked are modeled as a mediator of this relationship. It is assumed that the strength of this affective influence depends on the moderators information processing (heuristic or substantive) and the personality expression on the factor neuroticism. Party identification complements the model, also moderated by information processing, as an additional factor influencing political attitudes. The results show, however, that the explanatory power for the feeling of Heimat is rather to be found in the identification with the communicating party. Against this background, the persuasive instrumentalization of a feeling of Heimat for the evaluation of political issues can certainly be worthwhile. In this context, it is not decisive whether the content of the advertising material explicitly references the Heimat issue, but how the party itself is perceived by the recipients. No effects were found for personality and information processing.\",\"PeriodicalId\":1,\"journal\":{\"name\":\"Accounts of Chemical Research\",\"volume\":\"27 9\",\"pages\":\"\"},\"PeriodicalIF\":16.4000,\"publicationDate\":\"2024-03-04\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Accounts of Chemical Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.3389/fcomm.2024.1310441\",\"RegionNum\":1,\"RegionCategory\":\"化学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"CHEMISTRY, MULTIDISCIPLINARY\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Accounts of Chemical Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.3389/fcomm.2024.1310441","RegionNum":1,"RegionCategory":"化学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"CHEMISTRY, MULTIDISCIPLINARY","Score":null,"Total":0}
Everybody votes for Heimat: a study to examine the affective influence of feelings of Heimat on the persuasive impact of political advertising
Contemporary events are marked by profound social changes and the resulting insecurity among many people. Political appeals on an emotional level and beyond facts are therefore currently popular. The German construct of Heimat conveys feelings of safety and shelter like no other. It is therefore not surprising that the term is instrumentalized in political advertising across the entire party spectrum in Germany. In an empirical study, the influence of Heimat references in visual political advertising on the attitudes of recipients is examined, whereby the feelings of Heimat evoked are modeled as a mediator of this relationship. It is assumed that the strength of this affective influence depends on the moderators information processing (heuristic or substantive) and the personality expression on the factor neuroticism. Party identification complements the model, also moderated by information processing, as an additional factor influencing political attitudes. The results show, however, that the explanatory power for the feeling of Heimat is rather to be found in the identification with the communicating party. Against this background, the persuasive instrumentalization of a feeling of Heimat for the evaluation of political issues can certainly be worthwhile. In this context, it is not decisive whether the content of the advertising material explicitly references the Heimat issue, but how the party itself is perceived by the recipients. No effects were found for personality and information processing.
期刊介绍:
Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance.
Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.