Cues that matter: How political ads prime racial attitudes during campaigns

Nicholas A. Valentino, Vincent L. Hutchings, Ismail K. White

Research output: Contribution to journalArticlepeer-review

437 Scopus citations

Abstract

Recent evidence suggests that elites can capitalize on preexisting linkages between issues and social groups to alter the criteria citizens use to make political decisions. In particular, studies have shown that subtle racial cues in campaign communications may activate racial attitudes, thereby altering the foundations of mass political decision making. However, the precise psychological mechanism by which such attitudes are activated has not been empirically demonstrated, and the range of implicit cues powerful enough to produce this effect is still unknown. In an experiment, we tested whether subtle racial cues embedded in political advertisements prime racial attitudes as predictors of candidate preference by making them more accessible in memory. Results show that a wide range of implicit race cues can prime racial attitudes and that cognitive accessibility mediates the effect. Furthermore, counter-stereotypic cues-especially those implying blacks are deserving of government resources-dampen racial priming, suggesting that the meaning drawn from the visual/narrative pairing in an advertisement, and not simply the presence of black images, triggers the effect.

Original languageEnglish (US)
Pages (from-to)75-90
Number of pages16
JournalAmerican Political Science Review
Volume96
Issue number1
DOIs
StatePublished - Mar 2002
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Sociology and Political Science
  • Political Science and International Relations

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