Date of Award
12-2009
Degree Type
Thesis
Degree Name
Master of Arts (MA)
Department
Psychology
First Advisor
Lisa P. Armistead
Second Advisor
Sarah S. Brosnan
Third Advisor
Sarah L. Cook
Abstract
Persuasive appeals posted to United States presidential candidates’ YouTube videos were coded using a grounded theory mixed-methods design. 37,562 comments about education, energy, Iraq, health care, the economy, and the presidential debates were randomly collected by date and time for three studies using coding analysis: pilot, presidential primaries, and the presidential election. Seven argument types were identified and theoretically refined according to dual process models of persuasion: reason-based, candidate-based, emotion-based, endorsements, enthusiasmheuristic, other-interest and self-interest. Theoretical comparisons and hypothesis testing of argument types were conducted by issue and election event. Consistent with impression involvement, reason-based appeals were more frequent during the primaries, whereas consistent with value and outcome involvement, emotion- and candidate-based appeals were more frequent during the election.
DOI
https://doi.org/10.57709/1234929
Recommended Citation
Zimmerman, Lindsey, "2008 U.S. Presidential Election: Persuasive YouTube Interactions About War, Health Care, and the Economy." Thesis, Georgia State University, 2009.
doi: https://doi.org/10.57709/1234929