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Political leadership, a quasi-experimental study of Peruvian voters’ emotional reaction and visual attention to political humor

Author

Listed:
  • Luis Camilo Ortigueira-Sánchez

    (Universidad del Pacífico)

  • Ana Lucía Cárdenas-Egúsquiza

    (Aarhus University)

Abstract

Political humor is a wise communicative strategy for politicians to use. However, previous research has not linked politicians’ use of political humor with voter’s emotional reaction and visual attention. Two experiments were conducted using facial expression analysis and eye-tracking technology to record the emotional reaction and visual attention of participants while watching one of the two presidential debates broadcast during the second round of the 2016 presidential election campaign in Peru. Results showed that voters’ educational level, candidates’ facial expressions while expressing the political humor, the type of camera shot displayed and the debate’s audience laughs influence voter’s positive emotional reaction and visual attention to instances of political humor.

Suggested Citation

  • Luis Camilo Ortigueira-Sánchez & Ana Lucía Cárdenas-Egúsquiza, 2022. "Political leadership, a quasi-experimental study of Peruvian voters’ emotional reaction and visual attention to political humor," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 101-126, March.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:1:d:10.1007_s12208-021-00293-4
    DOI: 10.1007/s12208-021-00293-4
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    References listed on IDEAS

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    1. Casey A Klofstad & Rindy C Anderson & Stephen Nowicki, 2015. "Perceptions of Competence, Strength, and Age Influence Voters to Select Leaders with Lower-Pitched Voices," PLOS ONE, Public Library of Science, vol. 10(8), pages 1-14, August.
    2. Matthew A. Baum, 2005. "Talking the Vote: Why Presidential Candidates Hit the Talk Show Circuit," American Journal of Political Science, John Wiley & Sons, vol. 49(2), pages 213-234, April.
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