Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Entire DC Network
2008 U.S. Presidential Election: Persuasive Youtube Interactions About War, Health Care, And The Economy, Lindsey Zimmerman
2008 U.S. Presidential Election: Persuasive Youtube Interactions About War, Health Care, And The Economy, Lindsey Zimmerman
Psychology Theses
Persuasive appeals posted to United States presidential candidates’ YouTube videos were coded using a grounded theory mixed-methods design. 37,562 comments about education, energy, Iraq, health care, the economy, and the presidential debates were randomly collected by date and time for three studies using coding analysis: pilot, presidential primaries, and the presidential election. Seven argument types were identified and theoretically refined according to dual process models of persuasion: reason-based, candidate-based, emotion-based, endorsements, enthusiasmheuristic, other-interest and self-interest. Theoretical comparisons and hypothesis testing of argument types were conducted by issue and election event. Consistent with impression involvement, reason-based appeals were more frequent during …