American Government and Politics

American Government and Politics

Political stereotyping: Processing Beto O’Rourke and Ted Cruz rallies through fixed frame and 360-degree presentations

Uyanga Bazaa Texas Tech University
,
Erik Bucy Texas Tech University
Abstract
Compared to standard video presentations, 360-degree depictions have been found to heighten emotional and perceptual responses in viewers while minimizing concerns about media framing (Archer & Finger, 2018; Bucy, 2019). Results in this paper indicates that 1) 360-degree presentations viewed with a headset generated more discussion and a broader range of emotional and perceptual responses than fixed-frame videos, and 2) partisan identification and ideology seemed to play a stronger role in interpreting and guiding participant interpretations in the 360-degree conditions. Although, previous studies on 360-degree presentation discovered some positive violations of viewer expectations, such as higher acceptance for those who march for women’s rights (Bucy, 2019) and an increased sense of responsibility in closing the gender gap (Aitamurto et al., 2018), that was not the case in this study. Theoretically, this paper makes contribution to the literature on political stereotyping and expectancy violation model.
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