Does consistency matter? Perception and persuasiveness of value appeals in populist communication

Dominique S. Wirz

doi:10.5771/2192-4007-2018-1-59

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- Titelei/Inhaltsverzeichnis
- 1–6 EDITORIAL 1–6
  - Editorial Juliana Raupp, Anne Bartsch, Klaus Kamps, Christoph Neuberger, Andreas M. Scheu Juliana Raupp, Anne Bartsch, Klaus Kamps, Christoph Neuberger, Andreas M. Scheu
- 7–88 FULL PAPER 7–88
  - 7–30 100 years communication study in Europe: Karl Bücher’s impact on the discipline’s reflexive project Thomas Wiedemann, Michael Meyen, Iván Lacasa-Mas Thomas Wiedemann, Michael Meyen, Iván Lacasa-Mas 7–30
  - 31–58 Between the devil and the deep blue sea: Negotiating ethics and method in communication research practice Daniela Schlütz, Wiebke Möhring Daniela Schlütz, Wiebke Möhring 31–58
  - 59–88 Does consistency matter? Perception and persuasiveness of value appeals in populist communication Dominique S. Wirz Dominique S. Wirz 59–88
- 89–128 EXTENDED PAPER 89–128
  - Zwischen Gratwanderung und „Verpapstung“ eines Landesvaters. Die Presseberichterstattung über die Landtagswahlen in Rheinland-Pfalz und Baden-Württemberg 2016 – im Vergleich zu 2011 Jürgen Wilke, Melanie Leidecker-Sandmann Jürgen Wilke, Melanie Leidecker-Sandmann
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SCM Studies in Communication and Media , page 59 - 88

Does consistency matter? Perception and persuasiveness of value appeals in populist communication

Autoren

Dominique S. Wirz

DOI
- doi.org/10.5771/2192-4007-2018-1-59
- ISSN: 2192-4007
- ISSN online: 2192-4007
Abstract

Although research has shown that political actors benefit from appealing to values that resonate with their audience’s preferences, it remains an open question to what extent this can be exploited. How do individuals react to value appeals that are inconsistent with the communicator’s value reputation? This paper examines this question in the context of right-wing populist parties, who are strongly associated with conservation values. In two experiments, the effects of consistent and inconsistent value appeals on perception (study 1) and persuasion (study 2) are investigated. It is expected that consistent values will be perceived stronger than inconsistent values, but that both kind of appeals can be persuasive when they match with the audience’s value orientation. The results confirm these expectations and show that especially individuals with lower formal education can be persuaded to support right-wing populist claims when these are promoted with inconsistent but matching value appeals.
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