Social and Behavioral Sciences Commons^™

The Effect Of Language On Voter Opinion: Results From A Survey Experiment In Thailand, Jacob I. Ricks

Research Collection School of Social Sciences

Politicians have long engaged in marketing themselves by employing distinct speaking styles to signal social standing, competence, or a shared background with their audience. What effect does this use of different language appeals have on voter opinion? Utilizing a survey experiment in Thailand, I test a set of hypotheses about the effect of language on respondent opinions. Relying on three distinct treatments, a formal language register, an informal language register, and an ethnic language, I demonstrate the multiple effects of language on political appeal. The use of a formal register has mixed effects, signaling both high education as well as …