Please join us for the following talk by Chryl Laird, Assistant Professor of Government, Bowdoin College.
"Missing the Mark? An Exploration of Targeted Campaign Advertising’s Effect on Black Political Engagement"
The use of targeted campaign advertising has increased with the hopes of mobilizing black Americans. Past scholarship tends to focus on the effectiveness of targeted appeals for Latinxs, women, and religious groups. In this paper, we examine how and in what ways racially targeted advertisements shape perceptions of candidates and the subsequent political mobilization of blacks? Further, how do blacks emotionally react to these advertisements? We posit that the inclusion of stereotypical appeals in targeted advertisements will heighten negative emotions for blacks and result in decreased evaluations for electoral candidates. To test this theory, we create original radio advertisements in a novel survey experiment with approximately 1,410 black respondents that varies the music and race of the candidate in the targeted appeal to assess its effect on affective and political evaluations. We find that negative emotional reactions moderate the effect of the targeted appeal on candidate evaluations and mobilization.}
This talk is part of the American Politics Speaker Series, organized by Prof. Jon Rogowski and sponsored by the Harvard Department of Government and the Center for American Political Studies (CAPS). This event is free and open to the public.