Taking Aim at Attack Advertising

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

Häftad, Engelska, 2019

Av Kim Fridkin, Patrick Kenney, Arizona State University) Fridkin, Kim (Professor of Political Science, Professor of Political Science, Arizona State University) Kenney, Patrick (Dean and Foundation Professor of Political Sciene, Dean and Foundation Professor of Political Sciene

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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.

Produktinformation

Utgivningsdatum2019-05-30
Mått231 x 155 x 20 mm
Vikt363 g
FormatHäftad
SpråkEngelska
Antal sidor264
FörlagOUP USA
ISBN9780190947576

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Kim L. Fridkin is a Foundation Professor of Politics and Global Studies at Arizona State University, where she has taught since 1989. She is an expert in the areas of women and politics, campaigns and elections, and U.S. voting behavior. She is the author of The Political Consequences of Being a Woman and has co-authored The Changing Face of Representation: The Gender of U.S. Senators and Constituent Communications, No Holds Barred: Negative Campaigning in the U.S. Senate, and The Spectacle of U.S. Senate Campaigns with Patrick J. Kenney.Patrick J. Kenney is Dean of the College of Liberal Arts and Sciences and a Foundation Professor of Politics and Global Studies at Arizona State University, where he has taught since 1986. He is an expert on campaigns, elections, and U.S. voting behavior.

Preface 1. Untangling the Impact of Negative Campaigning on Citizens2. Data Measurements and Methodology 3. Citizens' Tolerance of Negative Campaign Messages4. An Examination of the Amount, Substance, and Tone of Negative Commercials in Senate Elections5. Reactions to the Civility and Relevance of Negative Advertisements 6. Examining Citizens' Impressions of Negativity During U.S. Senate Campaigns 7. How Negative Campaigning Influences Citizens' Evaluations of Candidates and Likelihood of Voting 8. The Consequences of Negative Campaigning AppendicesReferences

Taking Aim at Attack Advertising is a richly researched and persuasive account of the impact of negative advertising on voter attitudes and mobilization. Fridkin and Kenney (both, Arizona State) theorize that the effect of negative advertising varies according to voters' tolerance of negativity, and the relevance and civility of the negative message. Tolerance for negativity varies by party, gender, and age. This book is well written, persuasively argued, and a useful addition to scholarship on elections. It is aimed at readers with a strong background in political science scholarship and substantial quantitative fluency. It would be appropriate for advanced undergraduate and graduate classes.