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Political Science Commons

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Elections

Theses/Dissertations

University of Pennsylvania

Social Influence and Political Communication

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Full-Text Articles in Political Science

A Communication Model Of The Impact Of Presidential Candidate Character Traits On Vote Preference, Bruce W. Hardy Dec 2010

A Communication Model Of The Impact Of Presidential Candidate Character Traits On Vote Preference, Bruce W. Hardy

Publicly Accessible Penn Dissertations

This dissertation presents a communication model of the impact of candidate character traits on vote preference and outlines how the communication environment surrounding US presidential elections influences the selection of salient candidate character traits, how these traits are framed by mediated communication, and reports their influence on vote preference which is dependent on voters’ level of news media use. A conceptualization of traits and the theoretical basis for how and why they may play a role in vote preference is presented and suggests traits provide an easily accessible heuristic allowing citizens to make predictions for future behavior of a candidate ...