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Drawing on both laboratory experiments and the real world of America's presidential, gubernatorial, and congressional races, the authors show that negative advertising drives down voter turnout - in some cases dramatically - and that political consultants intentionally use ads for this very purpose. In the 1992 presidential election, by the authors' calculation, over 6 million votes were lost to negative campaigns. Negative ads work better for Republicans than for Democrats, and better for men than for women; unfortunately, negative ads also work better in general than positive ones, so attacking has become nearly universal. Republican primary campaigns increasingly set the tone for our national general elections, and they do so with relentless attacks. Everyone, even a war hero like Colin Powell, is fair game, and few reputations can emerge unscathed. The result of such a bitter contest is that independent voters, who are disproportionately well educated and open minded, are repulsed by the entire system and have been converted to non-voting apathetics. We are losing some of our best citizens, and pandering to the extremists who remain.
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Drawing on both laboratory experiments and the real world of America's presidential and congressional races, the authors aim to show in this text that negative advertising drives down voter turnout, and that political consultants intentionally use ads for this purpose.
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- PublisherFree Press
- Publication date1997
- ISBN 10 0684837110
- ISBN 13 9780684837116
- BindingPaperback
- Number of pages256
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Going Negative : How Political Advertisements Shrink and Polarize the Electorate
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Going Negative How Political Advertisements Shrink and Polarize the Electorate
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Going Negative (Paperback)
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Book Description Paperback. Condition: new. Paperback. Political advertising has been called the worst cancer in American society. Ads cost millions, and yet the entire campaign season is now filled with nasty and personal attacks. In this landmark six-year study, two of the nation's leading political scientists show exactly how cancerous the ad spot has become. 16 illustrations. Synopsis coming soon. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9780684837116
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Going Negative by Ansolabehere, Stephen, Iyengar, Shanto [Paperback ]
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