Campaigning subtle exclusionism: The effects of right-wing populist positive ads on attitudes toward foreigners in Austria
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Campaigning subtle exclusionism : The effects of right-wing populist positive ads on attitudes toward foreigners in Austria. / Marquart, Franziska; Matthes, Jörg.
I: SCM Studies in Communication and Media, Bind 5, Nr. 2, 2016, s. 223-239.Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
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TY - JOUR
T1 - Campaigning subtle exclusionism
T2 - The effects of right-wing populist positive ads on attitudes toward foreigners in Austria
AU - Marquart, Franziska
AU - Matthes, Jörg
PY - 2016
Y1 - 2016
N2 - While most right-wing populist parties use negative political ads that openly at-tack foreigners and immigrants, some have begun to frame their campaigns more posi-tively. This study examines the 2013 poster campaign on ‘brotherly love’ by the Austrian Freedom Party, which preaches love only for fellow countrymen, excluding foreign citi-zens. A quota-based experiment reveals that this campaign yields interesting effects on at-titudes: Party opponents and ambivalent voters reacted with more negative campaign evaluations and less patriotic feelings. This, in turn, strengthened positive attitudes toward foreigners. Party supporters were unaffected by the poster advertisements.
AB - While most right-wing populist parties use negative political ads that openly at-tack foreigners and immigrants, some have begun to frame their campaigns more posi-tively. This study examines the 2013 poster campaign on ‘brotherly love’ by the Austrian Freedom Party, which preaches love only for fellow countrymen, excluding foreign citi-zens. A quota-based experiment reveals that this campaign yields interesting effects on at-titudes: Party opponents and ambivalent voters reacted with more negative campaign evaluations and less patriotic feelings. This, in turn, strengthened positive attitudes toward foreigners. Party supporters were unaffected by the poster advertisements.
U2 - 10.5771/2192-4007-2016-2-223
DO - 10.5771/2192-4007-2016-2-223
M3 - Journal article
VL - 5
SP - 223
EP - 239
JO - Studies in Communication and Media
JF - Studies in Communication and Media
SN - 2192-4007
IS - 2
ER -
ID: 255170350