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- Title
Inoculation in Political Campaigns and Gender.
- Authors
Pfau, Michael; Burgoon, Michael
- Abstract
This article examines the efficacy of the inoculation message strategy against subsequent exposure to political attack message in terms of receiver gender. The differences between female and male receivers impact all dimensions of source credibility. Inoculation pre-treatments render male receivers more resistant than female receivers following the subsequent exposure to an attack message, thus men are less vulnerable than women to persuasive attacks. The relative effectiveness of inoculation pre-treatment varies for character and issue attack messages depending upon receiver gender. For female receivers, on-point inoculation pre-treatments are more effective in deflecting character as opposed to issue attacks while generic inoculation pre-treatments are equally effective against both types of attack. In contrast to male receivers, generic inoculation pre-treatments were more effective in deflecting character as opposed to issue attacks, while on-point inoculation pre-treatments were equally effective against both types of attack.
- Subjects
PRACTICAL politics; COMMUNICATION &; psychology; INTERPERSONAL communication; GENDER differences (Psychology); ORAL communication; POLITICAL science
- Publication
Women's Studies in Communication, 1990, Vol 13, Issue 1, p1
- ISSN
0749-1409
- Publication type
Article
- DOI
10.1080/07491409.1990.11089738