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Mitigating Mormonism: Overcoming Religious Identity Challenges with Targeted Appeals

Published online by Cambridge University Press:  21 June 2013

Brian Robert Calfano ,
Amanda Friesen  and
Paul A. Djupe
Brian Robert Calfano
Affiliation:
Missouri State University
Amanda Friesen
Affiliation:
Indiana University Purdue University Indianapolis
Paul A. Djupe
Affiliation:
Denison University
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Abstract

A persistent challenge for minority candidates is mitigating negative effects attributed to their unpopular group identity. This was precisely the case for Mitt Romney, a Mormon, as he sought and captured the 2012 Republican presidential nomination. We draw on existing public opinion data about the tepid reaction to Romney's Mormonism from within Republican ranks. Then, we review our own experimental data to examine a potential mitigation strategy, “God Talk,” and its emotional costs to the GOP. We find that Romney and similar candidates may avoid direct penalty by party rank-and-file for their minority attributes when using God Talk, but the associated affective response supporters direct at their party may carry yet-unknown putative costs for both party and candidate.

Type
Features
Information
PS: Political Science & Politics , Volume 46 , Issue 3 , July 2013 , pp. 562 - 568
Copyright
Copyright © American Political Science Association 2013 

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