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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:The Integration of Emotional and Cognitive Messages in Election Campaigns: A South African Case Study
Authors:Fourie, Lynnette M.
Froneman, Johannes D.ISNI
Year:2005
Periodical:Critical Arts: A Journal of Media Studies
Volume:19
Issue:1-2
Pages:112-126
Language:English
Geographic term:South Africa
Subjects:election campaigns
communication
elections
1999
Literature, Mass Media and the Press
Politics and Government
External link:https://www.tandfonline.com/doi/abs/10.1080/02560040585310081
Abstract:A substantial amount of political communication research in the Western world has focused on the question of whether images instead of issues are emphasized in election campaigns. This article posits that image and issue messages are interrelated, because issues could contribute to the image of the party. The image-issue debate should be viewed within the broader context of emotional and cognitive messages. The article examines to what extent emotional and cognitive messages were integrated during the 1999 general elections in the North-West Province of South Africa. An extensive qualitative analysis of all relevant material (i.e., party manifestos, newspaper advertisements, radio advertisements, pamphlets, posters and Websites) indicates that South African political parties placed much less emphasis on the 'image' of the party or its leader than happens in a mature democracy such as that of the US. This did not imply that the substance of the message was emphasized adequately, because cognitive and emotional campaign messages were not fully integrated. While the focus was on typical election issues, they were not fully explained and contextualized. Bibliogr., notes, sum. [Journal abstract, edited]
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