Vzhled jako kognitivní zkratka v politickém uvažování: Experimentální studie vlivu stereotypů na hodnocení politiků v prostředí se silnou přítomností politických témat

Roč.11,č.1
Bílá místa

Abstrakt
Tento experimentální výzkum navazuje na studie zaměřené na vliv vzhledu kandidáta na volební rozhodování voličů a adaptuje dané téma na české podmínky. Vzhled je důležitým zdrojem stereotypů, jež mohou voliči využít jako informace potřebné k výběru politického kandidáta. Na rozdíl od většiny dostupné literatury není důraz v této studii kladen pouze na vizuální stránku kandidátů, ale především na jejich pozice v politických tématech. Zkoumán je efekt stereotypů spojených s etnicitou, věkem a tělesnou hmotností kandidáta v prostředí bohatém na informace o politických postojích kandidáta. Ukazuje se, že klíčový vliv na volební rozhodnutí mají politická témata, nikoliv vzhled kandidáta. V kontextu volby s přítomností politických témat jako důležitého prvku informovanosti voličů tedy prostor pro působení stereotypů odvozených ze vzhledu politiků výrazně klesá.

Klíčová slova:
vzhled; stereotypy; politické uvažování; experimentální politologie; volitelnost kandidátů
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