summary 5 - Summary- Baumgartner Baumgartner argues that...

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Summary- Baumgartner Baumgartner argues that Stephen Colbert’s blatant criticisms of Democrats and liberals will sway passive viewers towards the Republican perspective and the mixed messages Colbert sends will decrease viewers’ assessments of their political competence. Stephen Colbert is a political humorist and he implicitly mocks right-wing talk show hosts, however, he does it in a way that explicitly mocks Democrats. According to the Elaboration Likelihood Model, persuasive communications are “processed, or elaborated, on two different levels: a central and a peripheral route.” Many researchers suggest that humor is processed through the peripheral route and this in turn means that viewers only take in explicit meaning. Baumgartner hypothesizes that this drives viewers to support right-wing candidates, even though Colbert is implicitly making fun of their policies and ideas. Baumgartner designed an experiment to test these hypotheses. Undergraduates in political science courses were
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summary 5 - Summary- Baumgartner Baumgartner argues that...

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