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Audience Response to Mediated Authenticity Appeals

  • Magnus H. Iversen
Chapter
Part of the Rhetoric, Politics and Society book series (RPS)

Abstract

Iversen presents the findings of a focus group reception study, shedding light upon how people make sense of and evaluate authenticity appeals in political advertising. These appeals attempt to present a politician as “one of the people”, but also as a true individual, happily sharing their personality and inner emotions. The study concludes that the films function as a resource for citizens’ thinking about what a good political leader should be like. Iversen identifies a distinct ideal for politicians present in Norwegian political culture, namely, the ideal of “authentic leadership”. The authentic leader is not only truly himself but also communicates the right balance of closeness and distance. He is as we are but also above us.

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Magnus H. Iversen
    • 1
  1. 1.Department of Information Science and Media StudiesUniversity of BergenBergenNorway

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