The Psychology of Music and Electioneering in the 2002 Jamaican Election
Social and Economic Studies 55:1 & 2 (2(106): 133-166
35 Pages Posted: 27 Dec 2013
Date Written: 2006
Music is important to the Jamaican national psyche but we do not know how music influences Jamaicans psychologically. This is a modest start to understand the psychological use of music at the mass meetings at Halfway Tree in the 2002 General Election. Personal interviews of one party sound system selector and two focus groups of JLP and PNP supporters were done. The psychology of music framework is used to interpret how the supporters understood some of the songs. A range of songs were played to appeal to the crowd emotionally and disseminate the party messages. A vote for the PNP meant "logging on" to progress and one for the JLP meant "saving" the country from destruction. The supporters used partisan frames of their leader's personal attributes and policy competence, party unity, racial, national and sexual identities to interpret the representations of the songs. The supporters positively evaluated their leader and party and negatively evaluated the competing party and leader.
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