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Group Cues and Ideological Constraint (summary of reading)

Group Cues and Ideological Constraint (summary of reading)...

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Group Cues and Ideological Constraint In Brief A) Two expectations a) Common political appeals help to structure candidate preferences around political ideology, and this is done through activating and reinforcing group concerns, especially racial ones. b) Sampling and interviewing context variations will moderate the overall persuasive impact of political appeals but not change the overall direction and pattern of priming. B) Findings a) Visual racial cues embedded in standard political advertisements boost the constraint of race-relevant issue opinions. b) Media effects are consistent across two distinct research settings. C) Conclusion a) For many citizens, ideology itself is structured by racial group concerns. b) Racialized political appeals can powerfully shape the ways citizens make sense of political issues. c) Ideology is primed most powerfully when racial cues are prominent in these appeals. d) Since they are demonstrated by their consistency across distinct research settings, these effects are robust. The Role of Advertising in the Modern Campaign A) Campaign message be disseminate through a variety of media and in a number of formats: direct mail, broadcasting, television advertising, etc. B) Depending on the stage of the campaign and the characteristics of the candidates in a given race, advertising serves different functions. a) Focus on personal quality of candidates and boost name recognition. b) Contrast the differences between candidates.
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