BBC Radio 4 LW

SLICE: Politics and Personality

Documentaries

Factual

Jolyon Jenkins investigates personality and how it can be measured.

SLICE: Politics and Personality: C is for Campaigning

C is for Campaigning

BBC Radio 4 - SLICE: Politics and Personality, C is for Campaigning

Can you change people's political opinions if you target their individual personality?

Research shows that you can sell people things more effectively if you target them according to their personality. But is the same true for political opinions?

If your Facebook behaviour reveals whether you're an extrovert or introvert, neurotic or stable, agreeable or unpleasant, can these results be used to get you to change your behaviour? Researchers at Cambridge found that you could sell more cosmetic products to extroverts and introverts if you gave them messages targeted to the particular personality. Cambridge Analytica claimed that in America they could get a pro-gun rights message through most effectively to neurotic people by targeting them with a fear-based message, whereas conscientious people would be better influenced by a message that focused on tradition and stability. What does seem to be true is that during both the Brexit and 2016 US election campaigns, the personality factor that seemed make the difference was neuroticism. In times of uncertainty and populist politics, could neuroticism be the secret ingredient to campaigning?

Presenter/Producer: Jolyon Jenkins.

BBC Radio 4

BBC Radio 4 is a radio channel that started transmitting on the 30th September 1967. It replaced BBC Home Service.

Radio 4

Intelligent speech, the most insightful journalism, the wittiest comedy, the most fascinating features and the most compelling drama and readings anywhere in UK radio.

Accessibility links

Programme Index

SLICE: Politics and Personality

C is for Campaigning

Genres

Brand

BBC Radio 4 LW

About BBC Radio 4