How (Fictional) Politicians Persuade and Manipulate Their Viewers? The Case of House of Cards

Abstract

In times of increasing individualism when many traditional socialization institutions lose their primary role and influence, television series characters have become new role models that people can identify with. Modern television production is inclined to portray protagonists as antiheroes because viewers are more engaged and intrigued by them compared to the traditional protagonists. Series often break the so-called "fourth wall" in a way of transcending boundaries between virtual and real life, talking directly to the viewers, thus creating parasocial interaction. According to the transportation theory of persuasion, the greater the emotional bond with the characters, the higher the possibility for the viewers to "transport" within the narrative. This phenomenon can be particularly noticed in the political drama House of Cards, where the Machiavellian politician Frank Underwood persuades both characters in the story and the viewers in order to achieve some of his personal goals. The aim of this paper is to highlight the methods of persuasion and manipulation used by the protagonist in order to recognize how he wants to persuade us and recognize what his underlying goals are.