Facial discrimination of political candidates and voting behavior

Abstract

After a review of psychosociological research concerning the sources of prejudices and discriminations, this article brings into discussion the cognitive approach of perceiving the other as being „otherwise” than the members of the in-group. We will discuss the situations, structural and personal factors as being some determining ones for discriminant behavior. Within the lines of cognitive paradigm, we ask how the individual does discriminate, by perceptive processes, between candidates which are considered attractive, which go together with the expectations of the electorate concerning the physical aspects and candidates who are „less desirable”.

Keywords

• discrimination
• prejudice
• face
• political candidates
• cognition