Does the Type of Parody Content Affect the Attitude Toward the Politician? A Moderated-Mediation Analysis (notice n° 464582)
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| fixed length control field | 02243cam a2200289 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121051401.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | El Hana, Nadr |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Does the Type of Parody Content Affect the Attitude Toward the Politician? A Moderated-Mediation Analysis |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2022.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 71 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • ObjectiveSubversive political parodies elicit laughter to discredit a politician and are increasingly popular on social media, thus threatening the attitude toward the politician. However, not all political parodies are equally detrimental. In this context, our research examines two factors that influence the evaluation of the parody and the types of audiences that might be receptive to it. • MethodologyBuilding on two controlled experiments, we test two key variables that characterize the reactions toward political parodies and their toxicity: the parody content and the predisposition toward the parodied politician. • ResultsExtending research on political marketing, we demonstrate that a political attack based on an issue compared with a personal attack is more detrimental to his/her attitude through the mediating roles of perceived ethicality and parody attitude. • Managerial and societal implicationsWe identify the most harmful parodies to a politician’s attitude management and provide a set of guidelines and recommendations to both politicians and parodists. • OriginalityWe show that personal attacks trigger counterproductive effects, with a more positive evaluation of the parodied politician among his/her detractors because of the perceived unethicality of such a practice. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | personal attack |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | social media |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | political parody |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | attitude toward the politician |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | issue attack |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | personal attack |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | social media |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | political parody |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | attitude toward the politician |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | issue attack |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Sabri, Ouidade |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | o 106 | 2 | 2022-07-19 | p. 161-180 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2022-2-page-161?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-decisions-marketing-2022-2-page-161?lang=en&redirect-ssocas=7080</a> |
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