The main aim of this research was to investigate if satirical impersonations on television influence viewers’ evaluations of the impersonated politician. The research studied the influence on...Show moreThe main aim of this research was to investigate if satirical impersonations on television influence viewers’ evaluations of the impersonated politician. The research studied the influence on overall evaluations and on the evaluations of ten traits (leadership, knowledgeable, intelligent, cares, inspiring, honest, trustworthy, compassionate, arrogant, and moral). A possible moderating effect of political knowledge was studied as well. An experiment was conducted at a high school in the Netherlands using four experimental groups. Three satirical clips of an impersonation of the Dutch Prime-Minister Mark Rutte were used as stimulus material and a clip of the real Mark Rutte was used as control material. Although there was little significant evidence, the evidence did support the expectation that exposure to a satirical impersonation results in lower overall and trait evaluations of Mark Rutte. Like previous research, this research did find trait dimensions as well: integrity and competence. Exposure to a satirical impersonation significantly influenced the ratings of these dimensions. The research did not find a moderating effect of political knowledge.Show less
