Taking Aim at Attack Advertising

Understanding the Impact of Negative Campaigning in U.S. Senate Races

Nonfiction, Social & Cultural Studies, Political Science, International, Foreign Legal Systems, Government, Elections, Religion & Spirituality, Philosophy, Political
Cover of the book Taking Aim at Attack Advertising by Kim Fridkin, Patrick Kenney, Oxford University Press
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Author: Kim Fridkin, Patrick Kenney ISBN: 9780190947590
Publisher: Oxford University Press Publication: April 3, 2019
Imprint: Oxford University Press Language: English
Author: Kim Fridkin, Patrick Kenney
ISBN: 9780190947590
Publisher: Oxford University Press
Publication: April 3, 2019
Imprint: Oxford University Press
Language: English

Negative campaigning is a central component of politics in the United States. Yet, until now, demonstrating the impact of combative advertising on voters has been elusive. How can we reconcile the findings of a plethora of studies with the methods of politicians? This book cuts through to the central issue: how negative advertising influences voters' attitudes and actions. Focusing on U.S. senatorial campaigns, Kim Fridkin and Patrick Kenney draw from surveys, experiments, facial expression analysis, content analyses, and focus groups. They develop the "tolerance and tactics theory of negativity" that marries citizens' tolerance for negativity with campaign messages varying in their civility and relevance and demonstrate how citizens' beliefs and behaviors are affected. Using this original framework, they find harsh and relevant messages influence voters' decisions, especially for people with less tolerance for negativity. And, irrelevant and uncivil advertisements demobilize voters, with low tolerance individuals affected most sharply.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Negative campaigning is a central component of politics in the United States. Yet, until now, demonstrating the impact of combative advertising on voters has been elusive. How can we reconcile the findings of a plethora of studies with the methods of politicians? This book cuts through to the central issue: how negative advertising influences voters' attitudes and actions. Focusing on U.S. senatorial campaigns, Kim Fridkin and Patrick Kenney draw from surveys, experiments, facial expression analysis, content analyses, and focus groups. They develop the "tolerance and tactics theory of negativity" that marries citizens' tolerance for negativity with campaign messages varying in their civility and relevance and demonstrate how citizens' beliefs and behaviors are affected. Using this original framework, they find harsh and relevant messages influence voters' decisions, especially for people with less tolerance for negativity. And, irrelevant and uncivil advertisements demobilize voters, with low tolerance individuals affected most sharply.

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