Exposure to Negative Campaign Advertising

Paper Summary:

This essay examines negative campaign advertising in the political system. It provides a brief history and description of negative campaigning and uncover reasons behind the rise of negative advertising in the political arena. It also includes a review of suggested negative effects of exposure to negative advertising, as well as a literature review examining the effects of exposure to negative advertising on voter turnout. Finally, the essay provides a discussion of research findings and offer suggestions for future research and effects prevention.

Table of Contents:
Abstract
Negative Campaign Advertising: Description and History
The Rise of Negative Campaign Advertising
Effects of Negative Campaign Advertising: Past Research
Pertinent Literature Review
Demobilization Effects
Moderating Factors
Demobilization Theory Disputed
Discussion: Casting Doubt on Demobilization Findings
Conclusion
Controversy, Regulation, and Prevention
Final Thoughts

From the Paper:

"Another suggested cause of the recent increase in negative campaigning is the growth in independent expenditures by political action committees (PACs) and supplemental lax spending laws. In the 1970's campaign finance regulations declared that while limitations on individual contributions to campaigns is legal, constitutional free speech prohibits placing limitations on the ways in which contributions are spent. As a result, independent contributors are free to use their contribution monies as they like."

Sample of Sources Used:

• Ansolabehere, S. & Iyengar, S. (1995). Going negative: How political advertisements shrink and polarize the electorate. New York: Free Press.
• Ansolabehere, S. & Iyengar, S. (1996). Do TV attack ads subvert the political process? Insight, 22 - 25.
• Ansolabehere, S. D., Iyengar, S., & Simon, A. (1999). Replicating experiments using aggregate and survey data: The case of negative advertising and turnout. The American Political Science Review, 93(4), 901 - 909.
• Ansolabehere, S., Iyengar, S., Simon, A., & Valentino, N. (1994). Does attack advertising demobilize the electorate? America Political Science Review, 88(4), 829 - 838.
• Chang, W., Park J., & Sim, W. S. (1998). Effectiveness of negative political advertising. WJMCR. Retrieved October 10, 2006 from http://www.scripps.ohiou.edu/wjmcr/vol02/2-1a.HTM

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