The (minimal) persuasive advantage of political video over text
<jats:title>Significance</jats:title> <jats:p>Video is an increasingly common source of political information. Although conventional wisdom suggests that video is much more persuasive than other communication modalities such as text, this assumption has seldom been teste...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
Proceedings of the National Academy of Sciences
2022
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| Online Access: | https://hdl.handle.net/1721.1/144232 |
| _version_ | 1826207012398039040 |
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| author | Wittenberg, Chloe Tappin, Ben M Berinsky, Adam J Rand, David G |
| author2 | Massachusetts Institute of Technology. Department of Political Science |
| author_facet | Massachusetts Institute of Technology. Department of Political Science Wittenberg, Chloe Tappin, Ben M Berinsky, Adam J Rand, David G |
| author_sort | Wittenberg, Chloe |
| collection | MIT |
| description | <jats:title>Significance</jats:title>
<jats:p>Video is an increasingly common source of political information. Although conventional wisdom suggests that video is much more persuasive than other communication modalities such as text, this assumption has seldom been tested in the political domain. Across two large-scale randomized experiments, we find clear evidence that “seeing is believing”: individuals are more likely to believe an event took place when shown information in video versus textual form. When it comes to persuasion, however, the advantage of video over text is markedly less pronounced, with only small effects on attitudes and behavioral intentions. Together, these results challenge popular narratives about the unparalleled persuasiveness of political video versus text.</jats:p> |
| first_indexed | 2024-09-23T13:42:24Z |
| format | Article |
| id | mit-1721.1/144232 |
| institution | Massachusetts Institute of Technology |
| language | English |
| last_indexed | 2024-09-23T13:42:24Z |
| publishDate | 2022 |
| publisher | Proceedings of the National Academy of Sciences |
| record_format | dspace |
| spelling | mit-1721.1/1442322023-02-10T21:31:35Z The (minimal) persuasive advantage of political video over text Wittenberg, Chloe Tappin, Ben M Berinsky, Adam J Rand, David G Massachusetts Institute of Technology. Department of Political Science Sloan School of Management Massachusetts Institute of Technology. Department of Brain and Cognitive Sciences <jats:title>Significance</jats:title> <jats:p>Video is an increasingly common source of political information. Although conventional wisdom suggests that video is much more persuasive than other communication modalities such as text, this assumption has seldom been tested in the political domain. Across two large-scale randomized experiments, we find clear evidence that “seeing is believing”: individuals are more likely to believe an event took place when shown information in video versus textual form. When it comes to persuasion, however, the advantage of video over text is markedly less pronounced, with only small effects on attitudes and behavioral intentions. Together, these results challenge popular narratives about the unparalleled persuasiveness of political video versus text.</jats:p> 2022-08-04T17:49:16Z 2022-08-04T17:49:16Z 2021 2022-08-04T17:46:08Z Article http://purl.org/eprint/type/JournalArticle https://hdl.handle.net/1721.1/144232 Wittenberg, Chloe, Tappin, Ben M, Berinsky, Adam J and Rand, David G. 2021. "The (minimal) persuasive advantage of political video over text." Proceedings of the National Academy of Sciences of the United States of America, 118 (47). en 10.1073/PNAS.2114388118 Proceedings of the National Academy of Sciences of the United States of America Article is made available in accordance with the publisher's policy and may be subject to US copyright law. Please refer to the publisher's site for terms of use. application/pdf Proceedings of the National Academy of Sciences PNAS |
| spellingShingle | Wittenberg, Chloe Tappin, Ben M Berinsky, Adam J Rand, David G The (minimal) persuasive advantage of political video over text |
| title | The (minimal) persuasive advantage of political video over text |
| title_full | The (minimal) persuasive advantage of political video over text |
| title_fullStr | The (minimal) persuasive advantage of political video over text |
| title_full_unstemmed | The (minimal) persuasive advantage of political video over text |
| title_short | The (minimal) persuasive advantage of political video over text |
| title_sort | minimal persuasive advantage of political video over text |
| url | https://hdl.handle.net/1721.1/144232 |
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