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Touching the base: heart-warming ads from the 2016 U.S. election moved viewers to partisan tears
Cognition and Emotion 33 (2):197-212 (2018)
Abstract
ABSTRACTSome political ads used in the 2016 U.S. election evoked feelings colloquially known as being moved to tears. We conceptualise this phenomenon as a positive social emotion that appraises and motivates communal relations, is accompanied by physical sensations, and often labelled metaphorically. We surveyed U.S. voters in the fortnight before the 2016 U.S. election. Selected ads evoked the emotion completely and reliably, but in a partisan fashion: Clinton voters were moved to tears by three selected Clinton ads, and Trump voters were moved to tears by two Trump ads. Viewers were much less moved by ads of the candidate they did not support. Being moved to tears predicted intention to vote for the candidate depicted. We conclude that some contemporary political advertising is able to move its audience to tears, and thereby motivates support.Reprint years
2019
DOI
10.1080/02699931.2018.1441128
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Citations of this work
Being moved by meaningfulness: appraisals of surpassing internal standards elicit being moved by relationships and achievements.Helen Landmann, Florian Cova & Ursula Hess - 2019 - Cognition and Emotion 33 (7):1387-1409.
Too Cute for Words: Cuteness Evokes the Heartwarming Emotion of Kama Muta.Kamilla Knutsen Steinnes, Johanna Katarina Blomster, Beate Seibt, Janis H. Zickfeld & Alan Page Fiske - 2019 - Frontiers in Psychology 10.
Emotional Campaigning in Politics: Being Moved and Anger in Political Ads Motivate to Support Candidate and Party.David J. Grüning & Thomas W. Schubert - 2022 - Frontiers in Psychology 12.
Moved by Social Justice: The Role of Kama Muta in Collective Action Toward Racial Equality.Diana M. Lizarazo Pereira, Thomas W. Schubert & Jenny Roth - 2022 - Frontiers in Psychology 13.
References found in this work
The Expression of the Emotions in Man and Animals.Charles Darwin - 2018 - Mineola, New York: Courier Dover Publications.
The four elementary forms of sociality: Framework for a unified theory of social relations.Alan P. Fiske - 1992 - Psychological Review 99 (4):689-723.
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