Debats televises et evaluatons des candidates: la representation visuelle des politicians canadiens agit-elle dans la formation des preferences des electeurs quebecois?
In: Canadian journal of political science: CJPS = Revue canadienne de science politique : RCSP, Band 38, Heft 4, S. 867-895
ISSN: 0008-4239
Does a politician's appearance, visual representation, during a televised debate influence voters' evaluations of her performance? Does the listening context of the debate impact a voter's capacity to identify a clear winner? Are political sophistication & partisanship strong barriers to the potential effects of politicians' images on voters' evaluations of their performance? Adding a Canadian perspective to the ongoing theoretical debate on the actual impact of leaders' visual representation in televised debates on voter preferences, launched in 1960 by preliminary assesments of the first Kennedy-Nixon debate, this article presents data collected during an experiment conducted with a sample of Quebec voters during the broadcast of the French language leaders' debate of the 2000 Canadian federal election. The study shows that the leaders' visual representation during the debate & the listening context of the event bring voters to evaluate politicians participating in the broadcast differently & play on voters' capacity to easily identify a clear winner of the televised confrontation. Furthermore, our analysis indicates that partisanship is a strong barrier to the effect of visual representation in voters' evaluations of the leaders but that political sophistication, contrary to theoretical expectations, is not. Like verbal arguments brought forward by the politicians in a televised debate, their visual representation also carries information cues that help define voters' evaluations of the leaders participating in the broadcast. Tables, References. Adapted from the source document.