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The Positive Case for Negative Campaigning
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Bibliographic Detail
Publisher Univ of Chicago Pr
Publication date February 3, 2015
Pages 257
Binding Paperback
Book category Adult Non-Fiction
ISBN-13 9780226202167
ISBN-10 022620216X
Dimensions 0.75 by 6.25 by 9.25 in.
Weight 0.80 lbs.
Original list price $25.00
Other format details university press
Summaries and Reviews
Amazon.com description: Product Description:
Turn on the television or sign in to social media during election season and chances are you’ll see plenty of negative campaigning. For decades, conventional wisdom has held that Americans hate negativity in political advertising, and some have even argued that its pervasiveness in recent seasons has helped to drive down voter turnout. Arguing against this commonly held view, Kyle Mattes and David P. Redlawsk show not only that some negativity is accepted by voters as part of the political process, but that negative advertising is necessary to convey valuable information that would not otherwise be revealed.

The most comprehensive treatment of negative campaigning to date, The Positive Case for Negative Campaigning uses models, surveys, and experiments to show that much of the seeming dislike of negative campaigning can be explained by the way survey questions have been worded. By failing to distinguish between baseless and credible attacks, surveys fail to capture differences in voters’ receptivity. Voters’ responses, the authors argue, vary greatly and can be better explained by the content and believability of the ads than by whether the ads are negative. Mattes and Redlawsk continue on to establish how voters make use of negative information and why it is necessary. Many voters are politically naïve and unlikely to make inferences about candidates’ positions or traits, so the ability of candidates to go on the attack and focus explicitly on information that would not otherwise be available is crucial to voter education.


Editions
Hardcover
Book cover for 9780226202020
 
With Kyle Mattes | from Univ of Chicago Pr (February 4, 2015)
9780226202020 | details & prices | 257 pages | 5.00 × 7.00 × 1.00 in. | 1.00 lbs | List price $75.00
About: Turn on the television or sign in to social media during election season and chances are you’ll see plenty of negative campaigning.
Paperback
Book cover for 9780226202167
 
The price comparison is for this edition
With Kyle Mattes | from Univ of Chicago Pr (February 3, 2015)
9780226202167 | details & prices | 257 pages | 6.25 × 9.25 × 0.75 in. | 0.80 lbs | List price $25.00
About: Turn on the television or sign in to social media during election season and chances are you’ll see plenty of negative campaigning.

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