Pride and Compassion: How Emotional Strategies Target Audiences in Political Communication?

Abstract: The paper discusses appeals to pride and compassion as emotional strategies for mobilization in political communication, developing the Emotional Rescue Model of enthusiasm, anger, fear. Exploring general results brain activity, facial expressions, cognitive responses, attitude change, prosocial behavior, it examines how compelling pride-related compassion-related narratives are. Moreover, considers possibilities targeting content specific audiences, verifying correspond with participants’ empathy, preferences, attitudes toward collective remembrance. explores age, gender, election attendance other possible factors correlated outcomes manipulation. In conclusion, suggested that should target supporters cause, but compassionate can address non-supporters undecided recipients.