aDResearch ESIC Nº 4 Vol 4 · Segundo semestre, julio-diciembre 2011 · Págs. 8 a 27 Do political leaders matter? The case of young people and Thai politics ¿Importan los líderes políticos? El caso de los jóvenes y la política Tailandesa Waraporn Chatratichart University of the Thai Chamber of Commerce
[email protected] adResearch_4_lib.indb 8 02/06/11 12:15 Nº 4 Vol 4 · Segundo semestre, julio-diciembre 2011 · Págs. 8 a 27 ABSTRACT The influence of the image and personality of political actors have long been dis- cussed in political and communication studies. Although an understanding of the impact is inconclusive, it is widely believed that the image or personality of leaders influences voters’ electoral choices and, therefore, a political actor’s personality is im- portant. Several critics, however, contend that the focus on the party leader encoura- ge voters to engage with the image rather than the substance of politics. This paper Do political leaders argues that the perceived image of a party leader can influence young people’s elec- toral choices, although they may use the image in different ways. As argued by the Elaboration Likelihood Model (Petty and Cacioppo 1981, 1986), among those with matter? The case of JEL Classification: M37, M38 lower levels of political knowledge, interest and/or involvement, a leader’s perceived young people Key words: image or personality may serve as a shortcut when making their electoral choices. Image, political For others, a degree of emotional attachment to a leader may stimulate their con- leadeship, Voting sideration of that leader’s policies, leading to central route processing.