Variability in Citizens' Reactions to Different Types of Negative Campaigns
Variability in Citizens' Reactions to Different Types of Negative Campaigns
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DOI：
10.1111/j.1540-5907.2010.00494.x
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发表时间：
2011-04-01
影响因子：
4.2
通讯作者：
Kenney, Patrick J.
中科院分区：
文献类型：
--
作者：
Fridkin, Kim L.;Kenney, Patrick J.
负面广告是否会降低选民对目标候选人的评价？我们的理论是，通过检查负面竞选信息的内容和语气的差异以及选民对负面政治言论的敏感性的差异，可以获得很多好处。我们使用2006年合作国会选举研究的数据来调查美国参议院竞选活动中负面竞选活动的影响。我们在28场美国参议院竞选中的21场中抽取了1,045名受访者，其中包括多数党现任者和挑战者。除了调查数据外，我们还收集了有关竞选期间播出的政治广告以及国家报纸对这些竞选活动的新闻报道的背景数据。有证据表明，负面信息的影响是多方面的，在某些情况下是巨大的。我们发现，不文明和相关的负面信息是最强大的，特别是对那些对负面政治言论容忍度较低的人。
Do negative advertisements lower voters' evaluations of the targeted candidate? We theorize that there is much to be gained by examining the variance in the content and tone of negative campaign messages and the variance in voters' sensitivity to negative political rhetoric. We employ data from the 2006 Cooperative Congressional Election Study to investigate the impact of negative campaigning in U.S. Senate campaigns. We sampled 1,045 respondents in 21 of the 28 U.S. Senate races featuring a majority party incumbent and challenger. In addition to the survey data, we collected contextual data regarding the political advertisements aired during the campaigns and the news coverage of these campaigns in state newspapers. The evidence suggests that the impact of negative information is multifaceted, and under some circumstances, substantial. We find that uncivil and relevant negative messages are the most powerful, especially for people with less tolerance for negative political rhetoric.