Document Type : Research Paper

Author

Assistant Professor of Psychology of Media, Faculty of Communication and Media, University of Seda va Sima, e-mail: hakimara@yahoo.com

Abstract

In a psychological perspective, voting as a political behavior can be considered as expressing social attitude in political settings. These political attitudes are revealed by arguments rooting from the level of involvements which, in turn, are raised from and directed by the participants’ needs and ideals. Two functions of attitudes have been proposed; utilitarian function and value-expressive function, which, accordingly, produce two kinds of involvements: outcome relevant involvement and value relevant involvement. In a qualitative research, 345 participants who had participated in at least one period of presidential election, were interviewed about their participation reasons, motivations, and the expectations from elected president. Over 3000 statements as arguments were gathered and analyzed for variables in question. 609 arguments were extracted and fitted in to a two by two table, according to types and levels of involvements. Results showed a pattern of argumentative orientation can be distinguished. The orientations are called as, Expertise, Committed, Need Seeking, and the Character-driven. These orientations seek civil demands, cultural-ideological demands, economy-living demands, and psychological demands, accordingly.

Keywords

سیف، سوسن (1368). تئوری رشد خانواده، تهران، انتشارات دانشگاه الزهرا.
شکریان، ایرج. (1387). نگاهی به تاریخچه مجلس در ایران. ماهنامه شاهد جوان، شماره 345. اردیبهشت ماه.
Baumrind, D. (1967). Child care practices anteceding three patterns of preschool behavior. Genetic Psychology.
Brennan, L & Mavondo F (2000). Involvement: an unfinished story? Proceedings of the ANZMAC Conference, Gold Cost.
Eagly & Chaiken, (1995). Attitude strength, attitude structure and resistance to change.In R. Petty and J. Kosnik (Eds.), Attitude Strength. (pp. 413–432). Mahwah, NJ: Erlbaum.
Eagly, A. H. and Chaiken, S. (1993) The psychology of attitudes Harcourt Brace Jovanovich , New York.
Elkind, David. (1967). Egocentrism in adolescence. Child Development, 38, 1025-1034
Festinger, L. (1957). A Theory of Cognitive Dissonance. Palo Alto, CA: Stanford University Press.
Johnson, B.T. & Eagly, A.H. (1989). Effects of involvement on persuasion: A meta-analysis. Psychological Bulletin, 106(2), 290-314.
Katz, D. (1960). The functional approach to the study of attitudes. Public Opinion Quarterly, 24, 163-204.
Katz, Daniel. (1960). ‘The functional approach to the study of attitudes’, Public Opinion Quarterly 24 (Summer): 163–204; Richard J. Lutz, ‘Changing brand attitudes through modification of cognitive structure’, Journal of Consumer Research 1 March)1975): 49–59.
Katz, Elihu, Jay. Blumler and Michael Gurevitch.  The Use of Mass Communication.  Beverly Hills, California:  Sage, 1974. 
Kohlberg L. Charles Levine, Alexandra Hewer. (1983). Moral stages : a current formulation and a response to critics. Basel ; New York : Karger.
Kohlberg, L. The Psychology of Moral Development, vol. 2, Essays on Moral Development, New York: Harper and Row, 1984.
Kohlberg, Lawrence. (1973). The Claim to Moral Adequacy of a Highest Stage of Moral Judgment. Journal of Philosophy (The Journal of Philosophy, Vol. 70, No. 18) 70 (18): 630–646.
Krugman, Herbert E. (1965), "The Impact of Television Advertising: Learning Without Involvement," Public Opinion Quarterly, 29 (Fall), 349-356.
Marcia, J. E. (1976) Identity six years after: A follow-up study. Journal of Youth and Adolescence, 5, 145-160
Perloff, R. M. (2003) The dynamics of persuasion: Communication and attitudes in the 21stcentury 2nd, Lawrence Erlbaum Associates, Inc , Mahwah, NJ
Petty, R. E. & Cacioppo, J. T. (1981). Attitudes and persuasion: Classic and contemporary approaches. Dubuque, Iowa: Brown.
Petty, R. E. & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. New York: Springer-Verlag.
Petty, R.E., and J. T. CAcioppo. (1983). "Central and Peripheral Routes to Persuasion: Application to Advertising." In Advertising and Consumer Psychology, L. Percy and A. G. Woodside, eds. Lexington, MA: Lexington Books.
Petty, Wheeler and Tormala. Persuasion and Attitude Change, (T. Mellon & M. J. Lerner (Eds) (2003). Handbook of Psychology and Sosial Psychology (pp. 353- 382) Hoboken, NJ: John Wiley & Sons. 
Sherif, M. and Cantril, H. (1947). The psychology of ego-involvements: Social attitudes and identifications Wiley, New York.
Sherif, C. W.  Sherif, M. and Nebergall, R. E. (1965). Attitude and attitude change: The social judgment-involvement approach Saunders, Philadelphia.
Zaichkowsky, Judith Lynne. (1985). "Measuring the Involvement Construct," Journal of Consumer Research, 12 (December), 341-352.