Taking Aim at Attack Advertising
Understanding the Impact of Negative Campaigning in U.S. Senate Races
Paperback Engels 2019 9780190947576Samenvatting
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, Kim Fridkin 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 find that harsh messages seen as relevant to the opponent's ability to govern are indeed likely to be noticed and acted upon.
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- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan