Moment-to-Moment Tracking of Participant Responses to Race-Based Campaign Messages
Posted: 1 Oct 2016
Date Written: March 15-18, 2017
Studies of media effects are often limited by an inability to clearly identify particular elements within a stimulus that are related to subsequent attitudes. Experimental design allows for isolating elements to infer causality, and emerging technologies have advanced the precision of identifying moments that relate to posttest responses. In this study, we use moment-to-moment technology that affords participants the opportunity to indicate their feelings about a stimulus fluidly and in real time. We employ a 2 (race of participant) x 3 (message) design (N = 240) to explore the ways White and Black participants respond to ingroup and outgroup messages in a fictitious campaign advertisement for a Black candidate. Discussion centers on the relationship between treatment conditions and evaluations of the candidate, as well as correlations between perceptional analyzer ratings and key demographic and attitudinal variables.
Keywords: Race, Ethnicity, Political Psychology, Political Communication, Campaigns and Elections, Political Behavior, Moment-to-Moment (MTM), Intergroup messages
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