Effects of Intergroup Language on Eye-Tracking and Moment-to-Moment Responses in Race-Based Political Messages

37 Pages Posted: 17 Oct 2015 Last revised: 15 Mar 2016

See all articles by Yael Granot

Yael Granot

New York University (NYU)

Stephen Maynard Caliendo

North Central College

Charlton D. McIlwain

New York University (NYU)

Emily Balcetis

New York University (NYU)

Date Written: October 15, 2015

Abstract

This paper presents results from two separate experiments designed to explore the influence of intergroup messages on evaluations of an African American male political candidate. Participants were assigned to one of three experimental groups: one that invoked in-group language, one that invoked out-group language, and a control group. Audio messages were accompanied by a static image, consistent across conditions, that displayed the candidate and an interracial crowd. In one study, participants were instructed to move response dials (calibrated to 101-point scales) fluidly throughout the advertisement to correspond to their feelings about the content while in the other, visual fixations were recorded (for both location and duration). This paper offers a descriptive overview of the results of both studies, and a preview of future analyses and possibilities for additional exploration. These studies explore whether political communications that emphasize inclusive or exclusive group membership influence the way people watch and evaluate their politicians.

Keywords: Race; Ethnicity; Political Psychology; Political Communication; Campaigns and Elections; Political Behavior; Visual Attention; Eye Tracking; Moment-to-Moment (MTM); Intergroup messages

Suggested Citation

Granot, Yael and Caliendo, Stephen M. and McIlwain, Charlton D. and Balcetis, Emily, Effects of Intergroup Language on Eye-Tracking and Moment-to-Moment Responses in Race-Based Political Messages (October 15, 2015). 2016 National Conference of Black Political Scientists (NCOBPS) Annual Meeting, Available at SSRN: https://ssrn.com/abstract=2674635 or http://dx.doi.org/10.2139/ssrn.2674635

Yael Granot

New York University (NYU) ( email )

Bobst Library, E-resource Acquisitions
20 Cooper Square 3rd Floor
New York, NY 10003-711
United States

Stephen M. Caliendo (Contact Author)

North Central College ( email )

30 N. Brainard Street
Naperville, IL 60540
United States
6306375344 (Phone)

Charlton D. McIlwain

New York University (NYU) ( email )

Bobst Library, E-resource Acquisitions
20 Cooper Square 3rd Floor
New York, NY 10003-711
United States

Emily Balcetis

New York University (NYU) ( email )

Bobst Library, E-resource Acquisitions
20 Cooper Square 3rd Floor
New York, NY 10003-711
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
57
Abstract Views
545
rank
421,876
PlumX Metrics