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- Title
Influencing Voter Behavior? A Balance Theory Perspective on Framing Happiness in the 2012 US Presidential Election.
- Authors
Steyn, T. F. J.; Billiot, Theresa; Wohlers, Tony; Steyn, Elanie; Hasnat, Imran
- Abstract
Voter dissatisfaction with a poor US economy during President Obama's first term in office poses the question of how he was re-elected to a second term. If Republican strategists framed the 2012 election as a referendum on the economy, then a clear disconnect between dissatisfaction and voting behavior is indicative. This article employs balance theory and the theory of framing to explore how the 2012 Obama campaign favorably persuaded voters. We argue that the Obama campaign framed economically related dimensions of happiness (e.g., income equality and employment) to increase voters' individual happiness despite the unfavorable economic climate.
- Subjects
VOTERS; UNITED States presidential election, 2012; UNITED States elections
- Publication
International Journal of Interdisciplinary Civic & Political Studies, 2016, Vol 11, Issue 1, p1
- ISSN
2327-0071
- Publication type
Article
- DOI
10.18848/2327-0071/cgp/v11i01/1-20