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Cognitive Psychology and control of the media

For over twenty scientific studies have demonstrated the 'influence in the choice of aesthetic perception

election.

Back in 1987, professor of political science Shawn W.

Rosenberg, University of Irvine, California, led an interesting psychology experiment cognifica, dall'esplicativo title

The Image and the Vote Manipulating Voters' Preferences

, published in the spring of 1987 volume dith Public Opinion Quarterly. is Often Expressed Concern regarding the ability of campaign consultants to shape candidates' images and, the

reby, influence electoral outcomes. Despite this concern, little attempt has been made to investigate whether candidates' images can be shaped in a way that affects the vote. Here, we examine the role of nonverbal aspects of candidate presentation on image making and voters' preferences. In a series of three related studies conducted at the time of the 1984 national election, the impact of different photographs of the same candidate is assessed. The results suggest that a candidate's image can be shaped in such a way as to manipulate voters' preferences.

Come si evince dall'abstract della ricerca, lo studio ha tentato di quantify the effect of nonverbal communication - in this case, the photographs - in terms of displacement of votes.

For the first experiment were VENT hypothetical candidates, in which the photos were taken as similar as possible: type and color photos, clothing of candidate positions. To emphasize the results of the experiment, we selected the two most voted and voted on by two minus an audience of eighty students.

For the four remaining candidates were then taken more photos, this time in seven different poses.

The photos were then attached to a questionnaire with questions of political appreciation, in order to evaluate and filter for each character, the confidence inspired by his different photographs.

From this experiment showed that different pictures of the same character can offer very different impressions: on a scale from 0 to 7, the difference between the reactions of the best photos and those evoked by the picture was worse than five points.

The second experiment was grafted directly to the first: they were taken for each candidate in the best picture and the poor are were attached to the electoral programs and are designed for couples (at best - worst B; best B - At worst, best C - D worst, best D - C worst) to simulate the actual vote.

Everything was subjected to an audience of one hundred and four college students and, later, a hundred citizens of non-students.

The results are shown in the table below. Candidates (A - B - C - D) were listed with capital letters in case they have been used for the best picture, with lowercase when using the worst picture. The text (up) indicates that the sample consisted of university students, and (NSU) symbolizes the experiment conducted on non-students.

Election A - b (on) A - b (NSU) a - B (up) a - B (n.s.u.) C - d (s.u.) C - d (n.s.u.) c - D (s.u.) c - D (NSU)

Votes	Votes
31	21
28	22
18	34
18	32
25	27
23	27
16	36
16	34

The scope of this finding is highly significant: despite the presence of Election, the difference level picture has moved on average about 19% of the vote, with a maximum of 25% and a minimum of 14%, often resulting in the final outcome of the vote

.

image, perception, is therefore a key element in elections.

it was in 1987 with photographs, it is a thousand times more in 2010 with the ubiquity and reach of television with the advent of the Internet.

This is especially in Italy: public control and private that the center-right Berlusconi has on several television networks, various newspapers and magazines, combined with an almost unlimited availability of expenditure, are key factors in shaping and guiding the mood those hundreds of thousands of people who are at the end of the balance of each electoral contest.

Chi, left, is among the hard-core, those who want elections now, what the government with technical Fini would see as the extreme mess, maybe it should weigh more carefully their position, why go to the polls with this mix of electoral laws and unbalanced media coverage - the understanding that the political responsibilities of the power of television Knight, since 1985, are obvious - is likely to be for left without a Caporetto Vittorio Veneto horizon.

Source:

AgoraVox

Link:
http://www.agoravox.it/Psicologia-cognitiva-e-controllo.html