Measuring Media Exposure and the Effects of Negative Campaign Ads
Recent controversy over negative television campaign commercials has focused on their effects on voters. Proponents of the demobilization hypothesis claim that negative ads undermine political efficacy and depress voter turnout. Others have suggested a stimulation hypothesis, arguing that such adver...
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| Veröffentlicht in: | American journal of political science 1999-10, Vol.43 (4), p.1189-1208 |
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| container_title | American journal of political science |
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| creator | Freedman, Paul Goldstein, Ken |
| description | Recent controversy over negative television campaign commercials has focused on their effects on voters. Proponents of the demobilization hypothesis claim that negative ads undermine political efficacy and depress voter turnout. Others have suggested a stimulation hypothesis, arguing that such advertising may have an invigorating effect on the electorate. Empirical tests of competing claims demand improved measures of real voters' exposure to real ads in the context of real campaigns. We develop a new approach to estimating exposure outside the lab that combines respondent viewing behavior and the strategic decisions of campaigns. Using this combined measure, we find no evidence that exposure to negative advertising depresses turnout. Instead exposure to negative ads appears to increase the likelihood of voting. We find this effect when we estimate exposure with our new measure, as well as when we use a very different perceptual measure of ad tone. |
| doi_str_mv | 10.2307/2991823 |
| format | Article |
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| ispartof | American journal of political science, 1999-10, Vol.43 (4), p.1189-1208 |
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| source | PAIS Index; Worldwide Political Science Abstracts; Periodicals Index Online; JSTOR Archive Collection A-Z Listing |
| subjects | Advertising Advertising campaigns Advertising, Political Campaigns Campaigns, Political Commercials Electoral campaigning Electoral results Government and politics Hypotheses Mass Media Media Negative campaigning Political advertising Political campaigns Political candidates Political partisanship Political science Political uses Television Television commercials Television viewing U.S.A United States Voter behavior Voter turnout Voting Voting behaviour Voting turnout |
| title | Measuring Media Exposure and the Effects of Negative Campaign Ads |
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