Abstract Rapport management is argued to be a critical antecedent of voter support in election campaigns, as it can motivate cooperation. However, little research has been conducted exploring how rapport is managed in such practice. In the present study, the campaign leaflets of four political parties in Sheffield Central constituency for the 2017 UK general election were analysed in relation to rapport-management strategies. Three domains of discourse were identified and classified in terms of one or more of the six principles of persuasion: Reciprocity, Consistency and Commitment, Social Proof, Authority, Liking, and Scarcity. The findings showed that Reciprocity and Liking were the commonly employed principles in the rapport-management strategies. These two principles were established in the leaflets by justifying and explaining credentials. Authority played a major role in influencing the functioning of the other principles in the rapport-management strategies. Specifically, the more authority a party had, the stronger the commitment made to act as rapport-management strategies. In contrast, the less authority a party had, the greater social proof and scarcity were involved in the strategies.

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运用政治说服力管理融洽关系：谢菲尔德中央选区竞选传单的定性分析

摘要 融洽管理被认为是选举活动中选民支持的重要前提，因为它可以激发合作。然而，很少有研究探索在这种实践中如何管理融洽关系。在本研究中，对 2017 年英国大选谢菲尔德中央选区的四个政党的竞选传单进行了与融洽管理策略相关的分析。根据说服的六项原则中的一项或多项，确定并分类了三个话语领域：互惠、一致性和承诺、社会证明、权威、喜欢和稀缺性。研究结果表明，互惠和喜欢是融洽管理策略中常用的原则。这两个原则是通过证明和解释凭证在传单中确立的。权威在影响融洽管理战略中其他原则的运作方面发挥了重要作用。具体而言，一方拥有的权力越多，作为融洽管理战略的承诺就越强。相比之下，政党的权威越少，战略中涉及的社会证明和稀缺性就越大。