Cues that Matter: How Political Ads Prime Racial Attitudes During Campaigns

Nicholas A. Valentino, Vincent L. Hutchings and Ismail K. White

American Political Science Review, 2002, vol. 96, issue 1, 75-90

Abstract: Recent evidence suggests that elites can capitalize on preexisting linkages between issues and social groups to alter the criteria citizens use to make political decisions. In particular, studies have shown that subtle racial cues in campaign communications may activate racial attitudes, thereby altering the foundations of mass political decision making. However, the precise psychological mechanism by which such attitudes are activated has not been empirically demonstrated, and the range of implicit cues powerful enough to produce this effect is still unknown. In an experiment, we tested whether subtle racial cues embedded in political advertisements prime racial attitudes as predictors of candidate preference by making them more accessible in memory. Results show that a wide range of implicit race cues can prime racial attitudes and that cognitive accessibility mediates the effect. Furthermore, counter-stereotypic cues—especially those implying blacks are deserving of government resources—dampen racial priming, suggesting that the meaning drawn from the visual/narrative pairing in an advertisement, and not simply the presence of black images, triggers the effect.

Date: 2002
References: Add references at CitEc
Citations: View citations in EconPapers (26)

Downloads: (external link)
https://www.cambridge.org/core/product/identifier/ ... type/journal_article link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cup:apsrev:v:96:y:2002:i:01:p:75-90_00

Access Statistics for this article

More articles in American Political Science Review from Cambridge University Press Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK.
Bibliographic data for series maintained by Kirk Stebbing ().