Strategies and Emotional Manipulation Techniques in the Administration of Political Advertising Campaigns
In the political arena, communication strategies play a crucial role in shaping public opinion. During the Peruvian presidential elections of June 2016, political marketing management significantly influenced the communication practices, impacting voters' emotional responses.
Pedro Pablo Kuczynski (PPK), the eventual winner, and his team employed communication tactics to project competence and reformist intentions, particularly focusing on combating corruption scandals that emerged post-election. These strategies initially generated hope and trust among voters, reflected in a 63% approval rating, but subsequently dropped due to emerging scandals linked to corruption and influence peddling [1].
The political marketing approach aimed to manage public sentiment by addressing these issues head-on, such as introducing anti-corruption measures and responding to adverse revelations. This approach influenced emotional reactions like disappointment or skepticism among voters.
While direct studies analyzing the emotional impacts of political marketing during the 2016 debate context were not found, the broader pattern in Peruvian politics suggests that communication management around debates and scandals shaped voter perceptions and emotions such as trust, hope, disillusionment, or anger. This aligns with common political marketing practices where managing narratives during debates and campaigns influences affective voter responses.
The study, based on an experiment conducted during the last debate of the Peruvian presidential elections in June 2016, employed an experimental protocol based on Emotient FACET technology to measure voters' emotional responses in a political context. The findings revealed that a voter's political tendencies influence the intensity of their positive emotions when the political leader communicates a challenging message.
Moreover, the analysis found that non-verbal behaviors were used in conjunction with challenging messages to enhance their impact, although specific details about these behaviors were not provided. The study also contributes methodologically by enabling more direct and objective measurement of voters' emotional responses.
However, the study did not specify the political leaders or parties involved in the debate, nor did it provide specific details about the rhetorical strategies used. Furthermore, it does not indicate whether the same findings would apply to other political contexts or elections, or whether the gender gap in attitudes toward female politicians is a consistent finding across different political contexts.
In conclusion, political marketing in 2016 leveraged communication to control narrative framing, especially in the face of corruption scandals post-debate, aiming to influence voter emotions such as trust and disappointment [1]. The communication strategies affected emotional responses by eliciting initial confidence followed by decreasing approval as negative information surfaced. Further targeted academic or media studies would be needed to explore these aspects in more detail.
[1] Source for approval rating: https://www.ideasperu.pe/articulo/ppk-supera-la-barrera-de-50-por-cento-en-la-intencion-de-voto/
- Migration can be influenced by communication strategies similar to those employed in political marketing, as narratives and emotional responses can shape public opinion.
- Education and self-development, including personal growth and mindfulness, can serve as crucial tools for navigating the emotional impacts of war and conflicts, as well as personal or career-related challenges.
- Productivity might be affected by factors such as job-search stress, crime and justice concerns, or accidents that cause distractions, like car accidents or fires.
- Effective goal-setting and skills-training can contribute to resilience in the face of political and social changes, ensuring a more adaptable workforce that can thrive in various career-development scenarios.
- Policy-and-legislation discussions about tackling corruption and influence peddling might lead to increased transparency, ultimately impacting the trust voters place in their leaders and the political system as a whole.
- General news reports about crimes and accidents can create an impression of a chaotic or dangerous society, potentially leading to decreased trust in institutions and more demand for policy-and-legislation reform.
- In situations where unfavorable information surfaces, political leaders could seek to manage their image through communication tactics, similar to those highlighted in the 2016 Peruvian presidential elections.
- Further research on how political communication strategies and narratives impact voters' emotional responses in different political contexts, such as debates or campaigns, can provide valuable insights for political parties, policymakers, and media outlets alike.
