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Slovak Journal of Political Sciences

The Journal of University of Saint Cyril and Metodius in Trnava

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Psychological Aspects of the U.S. Election Campaign

Agnieszka Turska-Kawa
  • Corresponding author
  • Institute of Political Sciences and Journalism, University of Silesia, Poland
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Published Online: 2014-03-11 | DOI: https://doi.org/10.2478/sjps-2013-0010

Abstract

Great diversity - racial and cultural as well as in terms of quality of life - in the United States forces versatility of electoral activities, pushing them to a certain level of generality, as specific, defined solutions may turn out too narrow for a broad electorate. In specific campaigns, psychological mechanisms become particularly important, especially those which in many ways provide a sense of closeness to the preferred candidate and build a relationship that leads to support and casting a vote in the elections. The present study focuses on three important - from a psychological point of view - issues, which are perfectly represented in the American elections - the narrative of the political image; communities created on the Internet thanks to management of specific electoral groups by politicians, and the presence of humor and satire in the campaign.

Abstraktné

Veľká rôznorodosť - rasová a kultúrna, ako aj pokiaľ ide o kvalitu života - v Spojených štátoch si vynucuje všestranné volebné aktivity, pričom ich tlačí na istú všeobecnú úroveň, pretože špecifické, vymedzené riešenia sa môžu ukázať ako príliš úzke pre širokú voličskú obec. V špecifických kampaniach nadobúdajú psychologické mechanizmy zvláštny význam, najmä tie, ktoré nejedným spôsobom vyvolávajú pocit blízkosti s uprednostňovaným kandidátom a budujú vzťah, ktorý vedie k podpore a vhodeniu hlasu vo voľbách. Táto štúdia sa zameriava na tri dôležité - zo psychologického hľadiska - problémy, ktoré sú dokonale zastúpené v amerických voľbách - príbeh politického imidžu; komunity, ktoré vznikli na internete vďaka riadeniu špecifických voličských skupín politikmi, a prítomnosť humoru a satiry v kampani.

Keywords: American election campaign; electoral behavior; narrative; narration; political image; humor; the internet in the US election campaign

Kľúčové slová: americká volebná kampaň; volebné správanie; príbeh; rozprávanie; politický imidž; humor; internet v americkej predvolebnej kampani

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About the article

Agnieszka Turska-Kawa

Agnieszka Turska-Kawa – Ph. D, lecturer at the Political Science and Journalism Institute of the Silesian University. Her academic interests focus mainly on political psychology, psychological aspects of mass communication, and political marketing. She is President of the Scientific Initiatives Association and a board member of the regional branch of the Polish Political Science Association. She is the winner of the competition „Best 2010 Ph.D. thesis” organized by the Polish Communication Association.


Published Online: 2014-03-11

Published in Print: 2013-09-01



Citation Information: Slovak Journal of Political Sciences, ISSN (Online) 1335-9096 , DOI: https://doi.org/10.2478/sjps-2013-0010. Export Citation

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