Visual Presentation Style 1: A Test of Visual Presentation Styles and Candidate Evaluation During the First 2016 Presidential Debate

Abstract

This study explores whether visual presentation style (i.e., camera shot variation) may influence perceptions of Presidential candidates during televised debates. In a field experiment, 341 randomly assigned college students viewed or listened to one of seven broadcast network or cable/satellite channel conditions during the first televised Presidential debate between Democratic nominee Hillary Clinton and Republican nominee Donald Trump. A feeling thermometer and 19 leadership and personal traits were assessed during the time leading up to the debate and again immediately afterward. No differences were found based on presentation style, likely reflecting lack of variance in visual differences between the networks and broadcast channels. However, participant political ideology was significantly related to postdebate feelings toward each candidate. Judgments of Clinton’s professional and personal traits increased as was also the case albeit less significantly for Trump. Reasons for these changes in perceptions of the candidates following the debate are explored.