Political Behavior

, Volume 37, Issue 1, pp 3–26 | Cite as

Dog-Whistle Politics: Multivocal Communication and Religious Appeals

Original Paper

Abstract

This paper explores how multivocal appeals, meaning appeals that have distinct meanings to different audiences, work with respect to religious language. Religious language is common in politics, but there is great variation in its effectiveness. I argue that multivocal appeals can resonate as religious with select audiences but have no religious content for other listeners. I test the effectiveness of multivocal and obvious religious appeals experimentally with two national samples: an ingroup that understands the religious connotations in a multivocal appeal and a religiously diverse outgroup that does not. Religious appeals are persuasive for the ingroup, but an obvious religious appeal can be politically costly by triggering negative reactions among outgroup members, while the religious meaning in a multivocal appeal eludes them. Obvious religious appeals are costly in the diverse audience because of different preferences over the appropriate role for religion in political speech.

Keywords

Religion and politics Campaigns Persuasion 

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Copyright information

© Springer Science+Business Media New York 2014

Authors and Affiliations

  1. 1.University of Texas, AustinAustinUSA

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