
Listen, We Need to Talk
Description
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a tenth to a majority of the population. Why have people's minds changed so dramatically on this issue, and why so quickly?
Listen, We Need to Talk tests a theory that when prominent people representing particular interest groups voice support for a culturally contentious issue, they sway the opinions of others who identify with the same group, even if the interest group and the issue at hand have no obvious connection. In fact this book shows that the more the message counters prevailing beliefs or attitudes of a particular identity group, the more persuasive it is. While previous studies of political
attitude change have looked at the effects of message priming (who delivers a message) on issues directly related to particular identity groups, this study is unique in that it looks at how identity priming affects attitudes and behaviors toward an issue that is not central or directly related to the targeted
group. The authors prove their theory through a series of random experiments testing the positive effects of identity-based messaging regarding same-sex marriage among fans of professional sports, religious groups, and ethnoracial (Black and Latino) groups.
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Persons
Melissa R. Michelson is Professor of Political Science at Menlo College.
Content
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