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Books > Humanities > Philosophy > Topics in philosophy > Social & political philosophy
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Taking Aim at Attack Advertising - Understanding the Impact of Negative Campaigning in U.S. Senate Races (Hardcover)
Loot Price: R2,861
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Taking Aim at Attack Advertising - Understanding the Impact of Negative Campaigning in U.S. Senate Races (Hardcover)
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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.
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