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AN 08-10-94 SCR-578-A,B Radio Transmitter (maint.) (Mil TM)

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Extra info for AN 08-10-94 SCR-578-A,B Radio Transmitter (maint.) (Mil TM)

Sample text

Rather, we contend merely that such exposure to persuasive messages may prime which, if any, value considerations come to the “top of the head” when making political choices. This point will be elaborated on formally in the next section. We further contend that the activation of particular values instead of others has significant consequences regarding individual opinions toward specific issues, and that the competition between different values for prominence within the American ethos partially explains the considerable policy ambivalence found among the American public (Zaller 1992; Alvarez 1998).

Rhetoric involves attempting to persuade an audience by providing the B Toward a Value Heresthetic Model of Political Persuasion 31 audience with new information—even if that information is designed to appeal primarily to emotion rather than reason. , “Now, we make our toothpaste with an additional drop of retsin” or “Have a Coke and a smile”) and, it is hoped (from the propagandist’s perspective), updates his or her opinion or level of motivation based on that new information. Heresthetic, on the other hand, is more about strategic choices.

Tocqueville [1848] 1945; McClosky and Zaller 1984; Kinder 1998). Perhaps foremost among this commonly held set of values stands individualism (Feldman 1988), the belief that each person should be selfreliant and free to pursue his or her interests, accepting full responsibility for the consequences of those pursuits. Coined in the aftermath of the French Revolution, individualism was associated with incivility and social chaos by Europeans (Burke [1790] 1910). However, in the United States, individualism has always been revered as a moral virtue (McClosky and Zaller 1984).

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