The Impact of Emotional Appeals in Political Communication on Voter Information Processing and Party Identification: A Study of Ghana's Election

• In Event: Media and Political Communication in Africa

Brief Overview

This experimental study examines how emotional appeals in political campaigns influence voter information processing and party identification in Ghana, testing the cross-cultural applicability of the Elaboration Likelihood Model in African context.

Authors

• Rhema Rhema Boabeng, University of Wyoming

• Li Li, University of Wyoming

• Hye Soo Nah, University of Wyoming

• Tracey Owens Patton, University of Wyoming