Political marketing through Elaboration likelihood model

Political marketing through Elaboration likelihood model

 By Dr. Sohail Ansari

Conceived and worded by DR Sohail Ansari (originality of concepts and originality of words).

He believes that there can never be a zero scope for improvement and appreciates criticism if it is not for the sake of criticism

·       Unique cognitive responses to the message determine the direction and magnitude of attitude change. Message is rejected if unfavorable thoughts are generated and accepted if favorable thoughts are the result of the elaboration process. As central route processes involve careful scrutiny of a persuasive communication to determine the merits of the arguments; vituperative commentary against one’s cherished beliefs can only generate unfavorable thoughts, tampering with the theme of beliefs is provocative as well because of the emotional attachment of people and it can make message appears only the provocative tissue of lies. In these situations political marketing consultant tones down language; subjects accept the bland presentation as it is anyhow logical but beliefs grow gradually vitiated; too incapable of carrying verve, élan and emotiveness; consequently the intended apathy congruent with the message’s position  emerge.

Central route is utilized when head-on criticism is impossible; for example, political marketing consultant creates the artificial distinction between militant and benign Islam; and tempers his criticism of Islam as the complete code of life with praise for Sufi Islam that places emphasis on only one aspect of life. Political marketing consultant uses or coins euphemistic terms such as sex workers for prostitutes so to persuade Muslim society to grant them a degree of acceptance. Unfavorable thoughts are not generated for these unfavorable thoughts because despite the careful scrutiny of persuasive communication message does not appear to be hostile and merits sympathetic attention.

Political marketing consultant in applying the ELM uses the central route to persuasion for individuals those have motivational factors such as personal relevance of the message topic, accountability, and a person’s need for cognition, and ability factors such as the relevant knowledge needed for critical evaluation; therefore, political marketing consultant focuses on the active, educated and vibrant segment of a civil society whose members are generally the opinion leaders of a society and become instrumental in enticing desired results at mass level and as reformation of attitudes is the result of high elaboration so these reformed attitudes are less susceptible to decay or counter persuasion.