The Dynamic Interplay of Hope vs Fear Appeals in a Referendum Context
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DOI: 10.1080/15377857.2021.1892900
Abstract: This article makes a contribution by articulating, for the first time, how hope and fear appeals were constructed as a rhetorical media device in a political advertising campaign context, specifica... read more here.
Keywords: interplay hope; dynamic interplay; appeals referendum; hope fear ... See more keywords