Creating Word-of-Mouth Support for a Political Rally
This study extends on previous research where it was found that media bias could be detected when applying the elements of social proof to photographic coverage of a political rally. The purpose of this study was to understand if the selection and presentation of biased media photographs could compel individuals to act as an agent of the rally and speak positively of the movement to other people. Results showed strong statistical support that individuals were willing to speak positively of the rally to family members, people they know and strangers. Practical implications for public relations practitioners are discussed.