A New Face to the Race Card? Campaigns, Racial Cues, and Candidate Credibility

Tasha S. Philpot and Kenneth M. Miller

Social Science Quarterly, 2020, vol. 101, issue 1, 73-90

Abstract: 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.

Date: 2020
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