Analysis: Here's what the research has to say about how a candidate's appearance on a poster or leaflet may influence a voter
You can't walk down any street or road in Ireland at present without seeing election posters at every turn. You may have also received leaflets from various candidates in your letterbox, outlining their achievements and the agenda they plan to pursue if (re)elected.
These visual posters and leaflets are not just mere paper or canvas, but powerful tools in modern political campaigns. They serve as a bridge, connecting candidates with their constituents and instrumental in conveying their message and vision. Since the candidate's pictures are featured in these posters and leaflets, one might wonder whether appearance plays a role in elections. In other words, do more attractive or appealing candidates receive more votes?
From RTE News, what are the rules for election posters?
Many studies conducted over the years have suggested two primary explanations for the creation of an appearance effect. First, candidates' looks are assumed to have a direct impact on voting decisions. This is due to our strong tendency to make social attributions based on faces.
In an early experimental study, participants were shown unfamiliar faces for durations of 100, 500 or 1,000 milliseconds and asked to provide their impressions on various characteristics, including trustworthiness and aggressiveness. They found that a 100-millisecond exposure was enough for participants to frame specific impressions of the faces. This study highlights that when we see a person, even a glance, we instantly form an impression of their character.
These automatic and spontaneous judgments align with dual-system theories in psychology, particularly System 1 or fast thinking. This type of information processing is intuitive and requires little to no effort, lacking a sense of voluntary control. In contrast, System 2 is responsible for allocating attention to more effortful mental activities that require focus and are often linked with subjective experiences of agency and concentration. Because System 1 operates automatically and quickly, impressions made from candidates' faces can act as mental shortcuts, enabling voters to bypass the more effortful processes of System 2.
From RTÉ News, do we need election campaign posters?
The second explanation focuses on face-based inferences, where observers and voters often prioritise their visual impressions over more accurate objective information. Halo effects are a well-known source of bias that can influence the judgment of an individual’s attributes. They occur when we focus on one positive trait, such as someone’s appearance, to evaluate that person as a whole. This perceptual bias happens when vital information about the person we are considering is lacking, or we are not motivated to seek it out. In these instances, we rely on our overall impression of the person to fill in the gaps in our understanding.
In a comprehensive study that analysed the outcomes of a local election in Italy, researchers sought to investigate whether the perceived attractiveness, competence, or trustworthiness of candidates influenced their electoral success. Their findings revealed that candidates who were considered more attractive garnered more votes and were likely to win their elections. Conversely, the results regarding perceived competence and trustworthiness were mixed, and some were insignificant.
Research tells us that more attractive candidates tend to receive more votes, and faced-based inferences can negatively influence political decision-making. This underscores the weight of our responsibility to make informed decisions during democratic elections. While it is natural to admire an attractive candidate (there's no harm in that!), it is still essential to approach the selection of our government officials with a sense of responsibility, logic and careful consideration.
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From RTÉ Radio 1's Today with Claire Byrne, is it time to do away with election posters?
Therefore, examining our candidates’ track records is imperative, as this provides useful information about their competence and accountability. A strong track record can demonstrate a candidate’s effective leadership within their constituencies, showcasing their readiness to handle responsibilities and crises, make difficult decisions, and exhibit their problem-solving abilities. Further, trust is crucial in politics because elected officials make decisions that affect our lives. Understanding their track record helps us hold them accountable. For instance, if they make promises related to specific issues, we can examine their past performance to determine whether they will likely keep them.
We should also pay close attention to our candidates’ platforms and advocacies, as they serve as a roadmap for their legislative agenda. This awareness gives us valuable insights into their beliefs, future prospects, the specific policies they intend to implement, and the potential implications of those policies if they are elected to office. Moreover, the platform outlines the candidates’ stance on vital societal issues. This allows us voters to compare and contrast their viewpoints and determine which candidates align best with our own values and beliefs.
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From RTÉ Six One News, directors of election for Fine Gael, Fianna Fail and Sinn Fein discuss Election 24
The platform specifies not only what the candidates want to accomplish but also how they plan to achieve their goals. Political campaign posters and leaflets frequently feature bold promises and statements designed to attract voters. However, if these promises lack feasibility, they will most likely remain unfulfilled. Thus, knowing their platforms aids us in evaluating whether their goals are realistic and achievable or merely empty rhetoric.
Attractiveness is often an instinctual trait that elicits positive responses. From a political campaign perspective, attractiveness does not necessarily correlate with quality leadership or the ability to formulate sound legislation. Hence, relying on first impressions can detract us from a more thorough assessment of our candidates. A functioning democracy is one in which government officials represent the voices of the people. When we vote for our political leaders, we select individuals who will advocate for us and make decisions that will profoundly affect our lives.
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The views expressed here are those of the author and do not represent or reflect the views of RTÉ
