Alyssa C. Morey

Adding Nuance to the Study of Political Humor Effects: Experimental Research on Juvenalian Satire Versus Horatian Satire:

This study extends political humor effects research by focusing on two distinct types of satire, juvenalian and horatian. Theoretical arguments grounded in the elaboration likelihood model culminated in the positing of a series of interactions between message (juvenalian, horatian, traditional opinion-editorial) and recipient ability (high, low) relative to three outcome variables: perceived humor, counterarguing, and attitudes concerning Hillary Clinton’s universal health care plan. An experiment was conducted during the 2008 Democratic primary election. The Message × Ability interactions revealed a need to step beyond the study of satire as monolithic; different types of satire produce divergent effects depending on the ability of the audience member. Future lines of research and the need for additional theory building are discussed.

The “Who” Matters: Types of Interpersonal Relationships and Avoidance of Political Disagreement

Research consistently finds that we discuss politics most often with our strong ties (i.e., our close, intimate others). As our strong ties tend to be more politically similar to us than not, the conclusion is that everyday political discussions are overwhelmingly characterized by real or perceived political agreement. However, this scenario may paint only a partial portrait of everyday political discussion. Neglected is the distinction between politically similar discussion partners, on the one hand, and similarity of views expressed during conversation, on the other. Although our strong ties may be more politically similar to us than not, they may, paradoxically, be just the people with whom we are likely to express disagreement. Indeed, this study illustrates that although discussion with strong ties increases the probability of agreement, it simultaneously increases the likelihood of discussing disagreement.

Motivated Selective Attention During Political Ad Processing: The Dynamic Interplay Between Emotional Ad Content and Candidate Evaluation

This study examines the dynamic, real-time interplay between the emotional content of political television ads and individuals’ political attitudes during ad processing based upon the Dynamic Motivational Activation (DMA) theoretical framework. Time-series cross-sectional models were developed to test the effects of three motivational inputs of emotional ads (arousing content, positivity, and negativity) and viewers’ evaluation of the featured candidates on four psychophysiological responses (heart rate, skin conductance level, corrugator electromyography, and zygomatic electromyography). As predicted by the DMA, physiological responses during ad viewing were affected by their own first- and second-order dynamic system feedback effects. These results not only support the predicted dynamic nature of the physiological system but also help disentangle message effects from the moderating and accumulating effects of the physiological system itself. Also as predicted, message motivational inputs interacted with viewers’ political attitudes to determine psychophysiological responses to the ads. Supporters of opposing political candidates showed cardiac-somatic response patterns indicative of disparate attention to the advertised information. Attentional selectivity can be a critical component in determining how information processing influences campaign message reception and effects.

Political Network Size and Its Antecedents and Consequences

Recent evidence supports the important political role that political network size and distribution plays at both the individual and system levels. However, we argue that the evidence is likely stronger than the current literature suggests due to network size measurement limitations in the extant literature. The most common approach to measuring political network size in sample surveys—the “name generator” approach—normally constrains network size measurement to three to six individuals. Because of this constraint, research often undercounts individual network size and also leads to a misrepresentation of the distribution of the underlying variable. Using multiple data sets and alternative measurement approaches, we reveal that political network hubs—individuals with inordinately large network sizes not captured by name generators—exist and can be identified with a simple summary network measure. We also demonstrate that the summary network size measure reveals the expected differences in communicative, personality, and political variables across network size better than name generator measures. This suggests that not only has prior research failed to identify network hubs, but it has likely underestimated the influence of political network size at the individual level.

Memory for Positive and Negative Political TV Ads: The Role of Partisanship and Gamma Power

Despite generating widespread contempt, political TV ads play an important informational role in the lives of citizens. This study examines effects of Ad Type (Positive, Negative, and Comparison) on recognition memory for candidate issue positions. Potential moderators (Ad Sponsor Partisanship X Viewer Partisanship, Ad Type X Viewer Ideology, Ad Type X Viewer Partisanship) of political ad memory are explored, and electroencephalography (EEG) recordings are used to examine whether semantic processing (indexed as brain activity in the gamma band frequency range) mediates main or moderated effects of Ad Type on Memory. Results reveal a significant interaction between Ad Type and Partisanship, with Republicans remembering more from positive relative to negative ads (significant), and Democrats remembering more from negative ads (marginally significant). A direct effect of Gamma on Memory highlights the considerable potential that EEG (in general) and the gamma frequency band (in particular) may hold for the study of message processing.