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Taking Aim at Attack Advertising
- Understanding the Impact of Negative Campaigning in U.S. Senate Races
Engelsk Paperback
Taking Aim at Attack Advertising
- Understanding the Impact of Negative Campaigning in U.S. Senate Races
Engelsk Paperback

381 kr
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Om denne bog
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 detaljer
Sprog:
Engelsk
Sider:
264
ISBN-13:
9780190947576
Indbinding:
Paperback
Udgave:
ISBN-10:
0190947578
Udg. Dato:
30 maj 2019
Længde:
20mm
Bredde:
231mm
Højde:
155mm
Forlag:
Oxford University Press Inc
Oplagsdato:
30 maj 2019
Forfatter(e):
Kategori sammenhænge