Taking Aim at Attack Advertising : Understanding the Impact of Negative Campaigning in U.S. Senate Races

Kim Fridkin

ISBN 10: 0190947578 / ISBN 13: 9780190947576

Editore: Oxford University Press Mai 2019, 2019

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Neuware - Negative campaigning is a central component of political campaigns in the United States. Yet, until now, most evidence has suggested that negative campaigning has little effect on voters. How can we reconcile the findings of a plethora of empirical studies with the methods of political elites This book cuts through to the central issue: how such advertising influences voters' attitudes and their actions during campaigns. Focusing on U.S. senatorial campaigns, KimFridkin and Patrick Kenney draw from surveys, experiments, facial expression emotion tests, content analyses, and focus groups. They develop the 'tolerance and tactics theory of negativity' and demonstrate the divergent effects of tone and content on voter outcomes. Using their new framework, they findthat harsh messages seen as relevant to the opponent's ability to govern are indeed likely to be noticed and acted upon.

Codice articolo 9780190947576

Dati bibliografici

• Titolo: Taking Aim at Attack Advertising : Understanding the Impact of Negative Campaigning in U.S. Senate Races
• Editore: Oxford University Press Mai 2019
• Data di pubblicazione: 2019
• Lingua: Inglese
• ISBN 10: 0190947578
• ISBN 13: 9780190947576
• Rilegatura: Taschenbuch
• Condizione: Neu
• Dimensioni: 231 L x 155 A x 20 P (millimetri) 231 millimetri di larghezza per 155 millimetri di altezza per 20 millimetri di profondità
• Peso: 363 grammi

Descrizione articolo

Riassunto

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.

Informazioni sull?autore

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.