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

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.
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Submitted on : Monday, March 29, 2010 - 5:03:22 PM
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  • HAL Id : halshs-00467982, version 1


Sonia Capelli, William Sabadie, Olivier Trendel. Président, fais moi rire ! La communication politique entre peur et humour.. XXVème congrès international de l'Association Française du Marketing, May 2009, Londres, Royaume-Uni. ⟨halshs-00467982⟩



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