The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology.
Right-wing populist parties increasingly use political poster advertisements depicting negative and threatening images of foreigners, especially framing Muslims as a threat to Western European countries and culture (e.g. Betz, 2013; Marquart, 2013). For instance, parties such as the SVP in Switzerland, the FPÖ in Austria, the Fremskrittspartiet in Norway, or the NPD in Germany apply political poster ads that openly attack minorities and immigrants. These poster ads often depict simple, strongly emotional content, such as praying or screaming Muslims, or women in Burkas.
KeywordsFixation Duration Political Poster Implicit Association Test Implicit Attitude Attention Allocation
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