University of Twente Student Theses
The Power of Fear : Examining the Persuasive Power of Fear-based Rhetoric on Social Media Audiences
Kamphuis, R.J.M. (2024) The Power of Fear : Examining the Persuasive Power of Fear-based Rhetoric on Social Media Audiences.
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| Abstract: | This study explores whether exposure to fear-based versus non-fear-based political rhetoric differs in its immediate persuasive power on online audiences with varying political affiliations. The research is theoretically relevant as it challenges the conventional assumption that fear-based rhetoric universally enhances persuasiveness. The primary research question investigates how exposure to fear-based versus non-fear-based political rhetoric differ in their persuasive power on online audiences with contrasting political affiliations is investigated. Using a sample of 57 respondents, the study employed a 2x2 factorial design with a between-subjects component. Participants were exposed to either fear-based or non-fear-based messages regarding immigration and climate change. The findings reveal that fear-based rhetoric does not universally increase persuasiveness and is significantly influenced by the audience's political affiliation. Right-wing individuals were less persuaded by fear-based immigration rhetoric, while left-wing individuals found fear-based climate change rhetoric particularly persuasive. These results indicate that the effectiveness of political messages depends on how well they align with the audience's political values and priorities. The study underlines the importance of audience segmentation in political communication strategies and calls for a nuanced approach in creating effective political messages. Practical implications include the need for political communicators to adapt their messages to resonate with specific political groups to enhance persuasiveness effectively. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Science BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/104722 |
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