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Rhetorical strategies and emotions in political marketing management

Rhetorical strategies and emotions in political marketing management The purpose of this paper is to analyze how political marketing management in terms of communication practices influence the voters’ emotional responses as they observe and listen to the discourse of a political leader.Design/methodology/approachAn experiment was conducted, in which participants watched the last debate of the campaign leading up the Peruvian presidential elections held in June 2016. During the experiment, the Emotient FACET technology codifies the facial micro-expressions of participants.FindingsThe results reveal that a voter’s political tendencies influence the intensity of their positive emotions, when the political leader communicated a challenging message. Rhetorical strategies and non-verbal behaviors accompany this type of message in order to emphasize the discourse and persuade the audience.Practical implicationsThe findings suggest that the gender gap in attitudes toward female politicians exists and could change the relationship found, influencing negative emotions instead of positive emotions. The implications of the findings for achieving political success are discussed.Originality/valueThe study makes a methodological contribution, employing an experimental protocol based on Emotient FACET technology in a political context, thereby enabling more direct and objective measurement of voters’ emotional responses. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Academia Revista Latinoamericana de Administración Emerald Publishing

Rhetorical strategies and emotions in political marketing management

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1012-8255
DOI
10.1108/arla-02-2019-0053
Publisher site
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Abstract

The purpose of this paper is to analyze how political marketing management in terms of communication practices influence the voters’ emotional responses as they observe and listen to the discourse of a political leader.Design/methodology/approachAn experiment was conducted, in which participants watched the last debate of the campaign leading up the Peruvian presidential elections held in June 2016. During the experiment, the Emotient FACET technology codifies the facial micro-expressions of participants.FindingsThe results reveal that a voter’s political tendencies influence the intensity of their positive emotions, when the political leader communicated a challenging message. Rhetorical strategies and non-verbal behaviors accompany this type of message in order to emphasize the discourse and persuade the audience.Practical implicationsThe findings suggest that the gender gap in attitudes toward female politicians exists and could change the relationship found, influencing negative emotions instead of positive emotions. The implications of the findings for achieving political success are discussed.Originality/valueThe study makes a methodological contribution, employing an experimental protocol based on Emotient FACET technology in a political context, thereby enabling more direct and objective measurement of voters’ emotional responses.

Journal

Academia Revista Latinoamericana de Administración – Emerald Publishing

Published: Nov 26, 2019

Keywords: GIKA-LATAM-2019; Political marketing management; Emotions; Facial expression analysis; Political leadership; Marketing communication strategy; GIKA-LATAM-2019; Gestión de Marketing Político; Emociones; Análisis de expresiones faciales; Liderazgo político; Estrategia de comunicación en marketing

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