A Party of a Different Color? Race, Campaign Communication, and Party Politics

A Party of a Different Color? Race, Campaign Communication, and Party Politics Although studies have examined the contents of party images and the impact of those images on candidate evaluations, we do not have an understanding of the conditions that lead to party image change. In this article, I examine the impact of racialized campaigns on perceptions of individuals' party images. Moreover, I explore the factors that mediate the campaigns' effects. I argue that the success of a strategy's ability to alter party images depends on the strength of the individuals' extant party images. Using the 2000 Republican National Convention as a case study, I find that party images are indeed malleable. Further, I find that race, party identification, and education mediate party image change. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Political Behavior Springer Journals

A Party of a Different Color? Race, Campaign Communication, and Party Politics

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Publisher
Kluwer Academic Publishers-Plenum Publishers
Copyright
Copyright © 2004 by Springer Science+Business Media, Inc.
Subject
Political Science and International Relations; Political Science; Sociology, general
ISSN
0190-9320
eISSN
1573-6687
D.O.I.
10.1023/B:POBE.0000043455.25490.a9
Publisher site
See Article on Publisher Site

Abstract

Although studies have examined the contents of party images and the impact of those images on candidate evaluations, we do not have an understanding of the conditions that lead to party image change. In this article, I examine the impact of racialized campaigns on perceptions of individuals' party images. Moreover, I explore the factors that mediate the campaigns' effects. I argue that the success of a strategy's ability to alter party images depends on the strength of the individuals' extant party images. Using the 2000 Republican National Convention as a case study, I find that party images are indeed malleable. Further, I find that race, party identification, and education mediate party image change.

Journal

Political BehaviorSpringer Journals

Published: Oct 17, 2004

References

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