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

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

Managing Religion: The Management of Christian Religious and Faith-Based Organizations : Volume 2: External Relationships (9781137439260)

This two-volume work explores the management of religious and faith-based organizations. Each chapter offers a discussion of the earliest Christian organizations based on New Testament evidence; a study of managing faith-based organizations; and an exploration of secular management theory in relation to the management of faith-based organizations. Product details Format Hardback | 288 pages Dimensions 140 x 216 x 25.4mm | 4,679g ...
Post a Comment
Read more

The Remarkable Rise of Transgender Rights (9780472074013)

While medical identification and treatment of gender dysphoria have existed for decades, the development of transgender as a "collective political identity" is a recent construct. Over the past 25 years, the transgender movement has gained statutory nondiscrimination protections at the state and local levels, hate crimes protections in a number of states, inclusion in a federal law against hate crimes, legal victories in the courts, and increasingly favorable policies in bureaucracies at all levels. It has achieved these victories despite the relatively small number of trans people and despite the widespread discrimination, poverty, and violence experienced by many in the transgender community. This is a remarkable achievement in a political system where public policy often favors those with important resources that the transgender community lacks: access, money, and voters. The Remarkable Rise of Transgender Rights explains the growth of the transgender rights movement despi...
Post a Comment
Read more