Toll booths on the information superhighway? policy metaphors in the case of net neutrality

Scholars have argued for centuries that metaphors are persuasive in politics, yet scant experimental research exists to validate these assertions. Two experiments about the issue of federally regulating the Internet were conducted to test whether metaphors confer a unique persuasive advantage relative to conventional messages. The results of these studies confirm that an apt metaphor can be a powerful tool of persuasion. Moreover, the evidence suggests that metaphor-induced persuasion works particularly well for politically unsophisticated citizens by increasing assessments of message quality. Ultimately, this research concerns how individuals make sense of politics and how policymakers can use what we know about human cognition to convey their platforms to the general public.