The new spin: Effects of information control behaviours on source trustworthiness and persuasion

摘要: Given the high level of skepticism from public toward politicians, this research explores communication styles that separate figures who are trusted and supported those not. Contrary to conventional practice, it is argued use ‘spin’ in political a large factor contributing public’s negative perception politicians. Political spin defined as style encompassing specific behaviours designed appeal media, control information, contain meaning audiences derive message. This operationalised used compared participants’ responses messages with low levels spin. The present comprised three studies. In Study One, interviews were conducted professionals define concept ‘information behaviours’ associated An ‘authenticity’ scale was then developed measure audience high-spin messages. Two, 50 participants randomly assigned view series or Participants rated confederate politician well actual government officials, corporate representatives using Authenticity Scale. Three throughout 5-weeks campaigning prior general election. A representative sample 60 voters each week repeated measures design rate candidates two politicians It found able clearly discern degree by when communicating Messages containing elicited more attitudes significantly lower support for than Specifically, perceptions source trustworthiness credibility higher low-spin communication. findings discussed terms expectancy disconfirmation theory. suggest adopting new will assist communicate persuasively better engage an increasingly skeptical public.