Political leadership, a quasi-experimental study of Peruvian voters’ emotional reaction and visual attention to political humor

Luis Camilo Ortigueira-Sánchez*, Ana Lucía Cárdenas-Egúsquiza

*Corresponding author for this work

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

Abstract

Political humor is a wise communicative strategy for politicians to use. However, previous research has not linked politicians’ use of political humor with voter’s emotional reaction and visual attention. Two experiments were conducted using facial expression analysis and eye-tracking technology to record the emotional reaction and visual attention of participants while watching one of the two presidential debates broadcast during the second round of the 2016 presidential election campaign in Peru. Results showed that voters’ educational level, candidates’ facial expressions while expressing the political humor, the type of camera shot displayed and the debate’s audience laughs influence voter’s positive emotional reaction and visual attention to instances of political humor.

Original languageEnglish
JournalInternational Review on Public and Nonprofit Marketing
Volume19
Issue1
Pages (from-to)101-126
Number of pages26
ISSN1865-1984
DOIs
Publication statusPublished - 2022

Keywords

  • Eye-tracking
  • Nonverbal behavior
  • Peru
  • Political humor
  • Presidential campaign
  • Presidential candidates
  • Voter emotions

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