Visual Framing of Temporal Messages: Space-Time Congruency in Political Campaign Design.
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2025-07-02
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en
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This research paper depicts the investigation of perceived persuasiveness of political campaign posters. Space-time mappings displayed as short phrases including the word future placed either on the right side (congruent) or the left side (incongruent) of the posters were applied in a between-subjects design. They aimed at measuring to what extent they influence perceived persuasiveness of the posters and to what degree consumers would change their behaviour towards building a better future. The experiment sought to contribute to the real-life application of space-time mappings in in the field of communication, specifically in political campaigns. Posters in four cinditions were presented (priming – yes/no, screen side – right/left) in an online survey. Each condition presented three topics on the posters, climate change, societal issues and general political campaign. It was assumed that persuasiveness was higher with congruent space-time mappings than incongruent space-time mappings and that there would be an even bigger difference between congruent and incongruent mappings with priming. However, the results were not able to confirm the established hypotheses.
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Faculteit der Letteren