The Effects of Darkness and Lightness Cues in the Visual Depiction of Political Actors Involved in Scandals: An Experimental Study

Abstract

Reports about political scandals have increased lately. Yet the general impact of news visuals and the specific role of lightness and darkness cues in images of scandalized politicians remain unclear. With the help of an experiment, the present pilot study examined the influence of candidate images and the effects of particular image backgrounds (light versus dark). While the foreground of the image depicting a politician involved in a scandal remained unchanged, the background was systematically altered. The results revealed that a light background had a positive effect on recipients’ attitudes toward the politician. In contrast, participants exposed to a dark image background demanded a more severe punishment for the politician.