DOES ATTACK ADVERTISING DEMOBILIZE THE ELECTORATE

被引:314
作者
ANSOLABEHERE, S [1 ]
IYENGAR, S [1 ]
SIMON, A [1 ]
VALENTINO, N [1 ]
机构
[1] UNIV CALIF LOS ANGELES, LOS ANGELES, CA 90024 USA
关键词
D O I
10.2307/2082710
中图分类号
D0 [政治学、政治理论];
学科分类号
0302 ; 030201 ;
摘要
We address the effects of negative campaign advertising on turnout. Using a unique experimental design in which advertising tone is manipulated within the identical audiovisual context, we find that exposure to negative advertisements dropped intentions to vote by 5%. We then replicate this result through an aggregate-level analysis of turnout and campaign tone in the 1992 Senate elections. Finally, we show that the demobilizing effects of negative campaigns are accompanied by a weakened sense of political efficacy. Voters who watch negative advertisements become more cynical about the responsiveness of public officials and the electoral process.
引用
收藏
页码:829 / 838
页数:10
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