Does Attack Advertising Demobilize the Electorate?.

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Abstract

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.

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Most cited references 7

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Messages Received: The Political Impact of Media Exposure.

Larry Bartels (1993)

Analyses of the persuasive effects of media exposure outside the laboratory have generally produced negative results. I attribute such nonfindings in part to carelessness regarding the inferential consequences of measurement error and in part to limitations of research design. In an analysis of opinion change during the 1980 presidential campaign, adjusting for measurement error produces several strong media exposure effects, especially for network television news. Adjusting for measurement error also makes preexisting opinions look much more stable, suggesting that the new information absorbed via media exposure must be about three times as distinctive as has generally been supposed in order to account for observed patterns of opinion change.

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The Rise of Candidate-Centered Politics

Martin Wattenberg (1991)

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Getting Out the Vote: Participation in Gubernatorial Elections

Gregory Caldeira, Samuel C. Patterson (1983)

Scholarship on electoral turnout has long emphasized two main themes: explanations of nonvoting in terms of individual characteristics and in terms of contextual variables. These investigations have deeply enriched our understanding of electoral participation, but their limitations have also sensitized us to the remaining problems of explanation. Perusal of the work on American politics exposes a rather striking tendency in studies of participation to ignore, or soft pedal, the effects of active political mobilization. In this article we formulate two models of electoral turnout—socioeconomic and political mobilization—and apply them to aggregate data on voting in gubernatorial elections of 1978 and 1980. The socioeconomic model of turnout includes such influences as income, age, and educational attainment. To assess the effects of political mobilization, we have considered campaign spending, partisan competition, electoral margin, and the presence or absence of a simultaneous race for the United States Senate. Both of the models perform quite well individually, producing significant and meaningful coefficients and adequate fits. Yet in the final analysis we demonstrate that quite apart from major sources of variation in gubernatorial turnout—such as region and presidential versus nonpresidential years—the mobilizing influences of campaign activism and competitiveness have a strong impact on electoral participation; electoral law, i.e., closing date of registration, retains a small but significant effect on voting for governor; and socioeconomic characteristics, included in a fully specified model, have little to contribute independently to an explanation of electoral turnout. These findings are very much in the same vein as related cross-national investigations, which emphasize the crucial role of electoral law and political parties and downplay individual characteristics as determinants of electoral participation. On the basis of the research reported here, we argue that scholars need to pay more attention to political mobilization as an explanation of electoral turnout.

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Author and article information

Journal

Journal ID (publisher-id): applab

Title: American Political Science Review

Abbreviated Title: Am Polit Sci Rev

Publisher: JSTOR

ISSN (Print): 0003-0554

ISSN (Electronic): 1537-5943

Publication date Created: December 1994

Publication date (Print): September 2013

Volume: 88

Issue: 04

Pages: 829-838

Article

DOI: 10.2307/2082710

SO-VID: 693c1a19-95c7-4163-a096-b826701ebc40

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