Président, fais moi rire ! La communication politique entre peur et humour

Sonia Capelli (), William Sabadie () and Olivier Trendel ()
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Sonia Capelli: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique
William Sabadie: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Olivier Trendel: MKT - Marketing - EESC-GEM Grenoble Ecole de Management

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Abstract: This research compares the impact of two attention-getting tactics in the context of the last french presidential election: humor versus fear appeals. Borrowing from the marketing communication literature, we propose a set of hypothesis within political communication and test them using a between-subject experiment. As far as attitudes are concerned, results show a moderating effect of political partisanship. Humor should be favored over fear when the message targets undecided voters or supporters whereas fear should be favored when the message targets opponents. Finally, communication habits – previous use of the attention-getting tactic by the candidate – also moderate message effectiveness such as humor is more effective when it is seldom used by the candidate, whereas fear is more effective when it is used on a regular basis.

Keywords: political communication; political marketing; fear appeals; feelings; humor; communication politique; marketing politique; émotions; humour; menace (search for similar items in EconPapers)
Date: 2009-05-14
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00467982v1
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Published in XXVème congrès international de l'Association Française du Marketing, May 2009, Londres, Royaume-Uni. pp.cd-rom

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