A theory of racial appeals -- The norm of racial inequality, electoral strategy, and explicit appeals -- The norm of racial equality, electoral strategy, and implicit appeals -- The political psychology of implicit communication -- Crafting, conveying, and challenging implicit racial appeals : campaign strategy and news coverage -- The impact of implicit messages -- Implicit, explicit, and counter-stereotypical messages : the welfare experiment -- Psychological mechanisms : the norms experiment -- Implicit communication beyond race : gender, sexual orientation, and ethnicity -- Political communication and equality.