Skip to main content

Taking Aim at Attack Advertising : Understanding the Impact of Negative Campaigning in U.S. Senate Races (9780190947576)



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.


Product details

  • Paperback | 256 pages
  • 156 x 235 x 18mm | 354g
  • New York, United States
  • English
  • 24
  • 0190947578
  • 9780190947576


Download Taking Aim at Attack Advertising : Understanding the Impact of Negative Campaigning in U.S. Senate Races (9780190947576).pdf, available at moraysteinerschool.org for free.

DOWNLOAD

Comments

Post a Comment

Popular posts from this blog

Summary and Analysis of the Immortal Life of Henrietta Lacks : Based on the Book by Rebecca Skloot (9781504046732)

So much to read, so little time? Get an in-depth summary of The Immortal Life of Henrietta Lacks, the #1 bestseller about science, race, and medical ethics. For decades, scientists have been using "HeLa" cells in biological research, from developing the polio vaccine and studying the nature of cancer to observing how human biology behaves in outer space. This famous cell line began as a sample taken from a poor African American mother of five named Henrietta Lacks. A cancer patient, Henrietta Lacks went through medical testing but never gave consent for the use of her cells. She died of cervical cancer in 1951, without ever knowing that the samples were intended for extensive medical research. This summary of the #1 New York Times bestseller by Rebecca Skloot tells Henrietta's story and reveals what happened when her family found out that her cells were being bought and sold in labs around the world. With historical context, character profiles, a timeline of key events, a
Post a Comment
Read more

Life of Benjamin Harris Brewster : With Discourses and Addresses (1891) (9780548935767)

This book is a facsimile reprint and may contain imperfections such as marks, notations, marginalia and flawed pages. Product details Format Hardback | 384 pages Dimensions 152.4 x 231.14 x 30.48mm | 748.42g Publication date 02 Jun 2008 Publisher
Post a Comment
Read more

face2face Upper Intermediate Class Audio CDs (3) (9781107422032)

face2face Second edition is the flexible, easy-to-teach, 6-level course (A1 to C1) for busy teachers who want to get their adult and young adult learners to communicate with confidence. face2face is the flexible, easy-to-teach General English course that helps adults and young adults to speak and listen with confidence. face2face is informed by Cambridge English Corpus and its vocabulary syllabus has been mapped to the English Vocabulary Profile, meaning students learn the language they really need at each CEFR level. The course improves students' listening skills by drawing their attention to the elements of spoken English that are difficult to understand. The Class Audio CDs include complete recordings for the listening activities in the Student's Book. Product details Format CD-Audio
Post a Comment
Read more