In this article, Jones examines the connection between the way political candidates use emotional appeal and the way the audience and potential voters respond. The three emotions studied are anxiety, anger, and hopefulness. Studies were conducted for online and offline campaigns. They also incorporated the political knowledge the participants may have based on the sources of information they may have encountered on a regular basis. Results showed that there wasn't a large difference between online and offline audiences when it came to political candidates using anger to appeal to the audiences. But there was a slight gap between the levels of support when it came to anxiety and hope. It seems the more long term type emotional appeals where more intriguing to both online and offline audiences, though online users showed more interest in getting involved in the campaign. The studies also showed that people who are better informed about the politics are more likely to use emotions as a guide, while less informed individuals tend to be less trusting of the emotional appeals and stop to think logically and do their research. Though emotional appeal doesn't influence all audiences in the same way, it does appeal to a wider audience.
