Values, Frames, and Persuasion in Presidential Nomination Campaigns

Values, Frames, and Persuasion in Presidential Nomination Campaigns This paper examines the persuasability of rhetorical value framing within a presidential nominating campaign, in an effort to understand how values and value-laden language may provide useful signals in electoral contexts where partisan cues are absent. Relying on a survey-experiment conducted during the 2000 Republican nomination campaign, I evaluate the relative persuasiveness of arguments framed in either individualistic or egalitarian terms. Drawing upon an “active-receiver” model of framing effects, I posit that Republican primary voters respond more readily to candidates when they use individualistic frames than when they use egalitarian frames, because individualism is a more “chronically accessible” value construct for Republicans. Furthermore, I hypothesize that this dynamic is particularly pronounced among more educated respondents, who have been trained to recognize abstract value cues and automatically apply them to applied political contexts. The experimental findings support these hypotheses. Political Behavior Springer Journals

Values, Frames, and Persuasion in Presidential Nomination Campaigns

Loading next page...
Kluwer Academic Publishers-Plenum Publishers
Copyright © 2005 by Springer Science+Business Media, Inc.
Political Science and International Relations; Political Science; Sociology, general
Publisher site
See Article on Publisher Site


You’re reading a free preview. Subscribe to read the entire article.

DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

Monthly Plan

  • Read unlimited articles
  • Personalized recommendations
  • No expiration
  • Print 20 pages per month
  • 20% off on PDF purchases
  • Organize your research
  • Get updates on your journals and topic searches


Start Free Trial

14-day Free Trial

Best Deal — 39% off

Annual Plan

  • All the features of the Professional Plan, but for 39% off!
  • Billed annually
  • No expiration
  • For the normal price of 10 articles elsewhere, you get one full year of unlimited access to articles.



billed annually
Start Free Trial

14-day Free Trial