Fahrenheit 9-11, Need for Closure and the Priming of Affective Ambivalence: An Assessment of Intra-affective Structures by Party Identification

This study extends priming research in political communication by focusing on an alternative political information source (i.e., Michael Moore’s Fahrenheit 9‐11), affect rather than cognitions, and the existence of intra‐affective ambivalence. In addition, two moderator variables are analyzed: political party identification and need for closure. There is a statically significant three‐way interaction between the viewing of F 9‐11, political party identification, and need for closure relative to the dependent variable of affective ambivalence toward George W. Bush. High need for closure Republicans who viewed F 9‐11 exhibited pronounced levels of Bush‐affective ambivalence. In addition, high need for closure Independents who viewed F 9‐11 exhibited far lower ambivalence toward Bush relative to their control group peers. The findings are discussed relative to the roles performed by emerging alternative political media and the expansion of the theory of priming within the context of political communication.