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Effect of politician's voice on electors -Focused on ward head election

정치인의 발성이 유권자에 미치는 영향 -구청장 선거를 중심으로

  • 박덕춘 (동서대학교 영상매스컴학부)
  • Received : 2013.08.14
  • Accepted : 2013.10.20
  • Published : 2013.10.28

Abstract

This experimental research explores the effect of politician's voice on electors. For this experimental research, 4 groups of subjects composed of university students were exposed to different types of TV address video clips which were manipulated by tone and speed of voice, This research found that subjects exposed to low tone video clip of politician's address showed higher degree of affect and support. And those exposed to slower video clip of politician's address showed higher degree of affect but it is not connected to higher degree of support.

Keywords

TV address;voice;affect;trust;support