Positive emotions such as joy or happiness, pride, and amusement elicit a more positive assessment of politicians, whereas showing negative emotions such as anger or outrage often diminishes the public’s support. As found in several experimental studies from the United States, the emotions displayed by leading politicians in their televised public appearances have an impact on the political attitudes and behaviors of the public.
Emotional appeals have always been an important instrument in the mobilization of political support in modern societies.
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