Pride and Compassion: How Emotional Strategies Target Audiences in Political Communication?




pride, compassion, empathy, political preferences, collective remembrance


The paper discusses appeals to pride and compassion as emotional strategies for mobilization in political communication, developing the Emotional Rescue Model of enthusiasm, anger, and fear. Exploring general results of brain activity, facial expressions, cognitive responses, attitude change, and prosocial behavior, it examines how compelling pride-related and compassion-related narratives are. Moreover, it considers the possibilities of targeting emotional content to specific audiences, verifying how results correspond with participants’ empathy, political preferences, and attitudes toward collective remembrance. The paper explores age, gender, and election attendance as other possible factors correlated with the outcomes of manipulation. In conclusion, it suggested that appeals to pride should target supporters of the cause, but compassionate narratives can address non-supporters and undecided recipients.

Author Biography

Patryk Wawrzyński, University of Szczecin & Nicolaus Copernicus University in Toruń

Dr. Patryk Wawrzyński, adjunct at the Institute of Political Science and Security, University of Szczecin, a former researcher at Center for Modern Interdisciplinary Technologies, Nicolaus Copernicus University, founder and behavioral data analyst in Alpaka Innovations.


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How to Cite

Wawrzyński, P. (2023). Pride and Compassion: How Emotional Strategies Target Audiences in Political Communication?. Central European Journal of Communication, 15(3(32), 416-433.



Scientific Papers