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A New Face to the Race Card? Campaigns, Racial Cues, and Candidate Credibility
Author(s) -
Philpot Tasha S.,
Miller Kenneth M.
Publication year - 2020
Publication title -
social science quarterly
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.482
H-Index - 90
eISSN - 1540-6237
pISSN - 0038-4941
DOI - 10.1111/ssqu.12723
Subject(s) - credibility , social psychology , prejudice (legal term) , perception , psychology , context (archaeology) , face (sociological concept) , race (biology) , politics , political science , gender studies , sociology , geography , law , social science , archaeology , neuroscience
Objective This research examines the effects of using positive racial imagery in the context of an electoral campaign. Method This study utilizes an experiment that was embedded in a survey conducted as part of the 2014 Cooperative Congressional Election Study. Results Unlike negative stereotypical images that activate racial prejudice, positive racial images can be used to improve perceptions of a candidate's perceived level of inclusivity and overall candidate evaluations. The ability to do so, however, is contingent on the racial attitudes of the subjects. Conclusion This study provides new insight into how racial appeals can be made in campaigns as well as the relative rigidity and fluidity of political stereotypes.