The Dimensions of Negative Messages
Candidates and campaign strategists believe that negative campaigning works—negative messages depress citizen's evaluations of targeted candidates. However, scholars have been unable to validate consistently the claims of practitioners. To better understand how negative campaigning influences t...
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| Veröffentlicht in: | American politics research 2008-09, Vol.36 (5), p.694-723 |
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| container_title | American politics research |
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| creator | Fridkin, Kim L. Kenney, Patrick J. |
| description | Candidates and campaign strategists believe that negative campaigning works—negative messages depress citizen's evaluations of targeted candidates. However, scholars have been unable to validate consistently the claims of practitioners. To better understand how negative campaigning influences the electorate, it is necessary to consider the relevance and civility of negative messages. In particular, do citizens make distinctions concerning the relevance and civility of campaign messages? If so, do citizens' views about the relevance and civility of negative messages influence how they evaluate candidates? We rely on an experimental research design embedded in a public opinion survey to examine people's reactions to negative commercials. Based on a national survey of nearly 700 respondents, we find citizens differentiate between negative advertisements in meaningful and consistent ways. Furthermore, the civility and relevance of the negative commercials significantly influences people's evaluations of the targeted candidates in several ways, including trait, affect, and issue evaluations. |
| doi_str_mv | 10.1177/1532673X08316448 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 1532-673X |
| ispartof | American politics research, 2008-09, Vol.36 (5), p.694-723 |
| issn | 1532-673X 1552-3373 |
| language | eng |
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| source | Worldwide Political Science Abstracts; SAGE Complete A-Z List; Alma/SFX Local Collection |
| subjects | Advertisements Advertising Campaigns Candidates Citizens Civility Elections Electoral campaigning Intellectuals Negative advertising Negative campaigning Political Campaigns Political communication Public Opinion Public opinion surveys Relevance Research design Respondents Social marketing Strategies Survey data U.S.A Voters |
| title | The Dimensions of Negative Messages |
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