The Paradox of Negative Political Advertising: The gap between the finding of academic research of a differential partisan effectiveness of negative political advertising and the perceptions of campaign professionals
Over the past two decades, there has been an increase in research on the effects of negative political advertising. In recent years, for example, academics have focused much of their energy on determining negative advertising's effect on voter participation. However, these studies have often focused more on issues tangential to actual political campaigns than on the practical impact of negative advertisements on strategic campaign decision-making. This study takes a significantly different approach than much of the most recent scholarship on the subject. Initially its objective was to examine differential partisan effectiveness in employing negative political advertising for Republican and Democratic Party candidates. However, as the project progressed a gap developed between existing research results and the findings of this study as compiled through interviews with campaign professionals. The resulting change of focus led to an examination of why political consultants' strategic campaign decision-making is so significantly divergent from what would be expected according to the results of academic research on negative political advertising. This research will be organized into four main sections. Part one of this study will examine the distinctive demographic characteristics of the Republican and Democratic Parties that are responsible for the difference in the partisan effectiveness of negative advertisements. This will then be followed by a literature review outlining the causes of this differential effect according to gender, level of individual trust in government, and educational variances. The findings section of the study will examine interview results and discuss the paradox between the views of campaign consultants and academic research. The conclusion will further explore the implications for Democratic Party strategic campaign decision-making.
Showing items related by title, author, creator and subject.
Sindelar, Eric (1999)Previous studies revealed that advertisements that increase arousal are also more memorable. Furthermore, it has been shown that negatively valenced television advertisements are more memorable than positively valenced ...
The Effects of Televised Political Advertising on the Voting Public in Comparison to Traditional News Sources Nisper, Krista Marie (1978)The mass media is one of the most powerful tools of our democracy. Dissemination of information among the masses is the prime factor of democracy, and the media, in its advanced technological state, is an excellent tool ...
Variations in Error-Related Negativity (ERN) and Medial-Frontal Negativity (MFN) in Patients with Obsessive-Compulsive Disorder Williams, Lisa E. (2002)The current study examined differences in the levels of two event-related potentials (ERPs), error-related negativity (ERN) and medial frontal negativity (MFN), in patients with a primary diagnosis of obsessive-compulsive ...