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Have you ever seen a politician fiercely attacking his opponent? Sure you have. Election campaigns without attacks on the rival candidate's performance, policy propositions and traits simply do not exist. Negative campaigning makes up a substantial part of election campaigns around the world. Though heavily covered in election news, the practice is strongly disliked by political pundits, journalists and voters. Some are even concerned that negative campaigning damages democracy itself. Negative campaigning has inspired numerous scholars in recent decades. But much of the existing research examines the phenomenon only in the United States, and scholars disagree on how the practice should be defined and measured, which has resulted in open-ended conclusions about its causes and effects. This unique volume presents for the first time work examining negative campaigning in the US, Europe and beyond. It presents systematic literature overviews and new work that touches upon three fundamental questions: What is negative campaigning and can we measure it? What causes negative campaigning? And what are its effects?
Contents
Contents
Abbreviations ix
List of Figures and Tables xiii
Contributors xix
Preface and Acknowledgements xxv
Chapter One – The War of Words: The Art of Negative Campaigning 1
Alessandro Nai and Annemarie S. Walter
PART ONE: DEFINING AND MEASURING NEGATIVE CAMPAIGNING
Chapter Two – Functional Theory: Negative Campaigning in
Political Television Spots 35
William Benoit
Chapter Three – What is Negative about Negative Advertisements? 47
Barbara Allen and Daniel Stevens
Chapter Four – Comparing Measures of Campaign Negativity: Expert
Judgements, Manifestos, Debates, and Advertisements 63
François Gélineau and André Blais
Chapter Five – Attack, Support, and Coalitions in a Multiparty System:
Understanding Negative Campaigning in a Country with a Coalition
Government 75
Wouter de Nooy and Jan Kleinnijenhuis
PART TWO: THE CAUSES OF NEGATIVE CAMPAIGNING
Chapter Six – Explaining the Use of Attack Behaviour in the Electoral
Battlefield: A Literature Overview 97
Annemarie S. Walter and Alessandro Nai
Chapter Seven – Negative Campaigning in Proportional Representation
(Yet Non-Coalition) Systems: Evidence from Switzerland 115
Damien Bol and Marian Bohl
Chapter Eight – Do Female Candidates Feel Compelled to Meet Sex-Role
Expectations or Are They as Tough as Men? A Content Analysis on the
Gender-Specific Use of Attacks in German Televised Debates 129
Jürgen Maier
Chapter Nine – Going Negative in Direct-Democratic Campaigns 147
Laurent Bernhard
Chapter Ten – When Do Parties Attack their Competitors? Negative
Campaigning in Austria, 2002–08 165
Martin Dolezal, Laurenz Ennser-Jedenastik and Wolfgang C. Müller
Chapter Eleven – The Strategy of Electoral Spots in Brazilian Presidential
Campaign: The Decision on When and Where to Broadcast an Attack 183
Felipe Borba
Chapter Twelve – Understanding Negativity Within and Among Different
Levels of Governments: Evidence from Turkey 201
Emre Toros
Chapter Thirteen – An OCEAN of Negativity: An Experimental
Assessment on Personality Traits and the Chances to `Go Dirty'
in Debates on Political Issues 217
Alessandro Nai, Valentina Holecz, Mario Marchesini,
Adrien Petitpas and Ben Sanogo-Willers
PART THREE: THE EFFECTS OF NEGATIVE CAMPAIGNING
Chapter Fourteen – How Negative Campaigning Impinges on the Political
Game: A Literature Overview 235
Alessandro Nai and Annemarie S. Walter
Chapter Fifteen – The Effects of Advertising Tone on Information
Processing and Vote Choice 249
Richard R. Lau and David P. Redlawsk
Chapter Sixteen – How the News Media Amplify Negative Messages 267
Travis N. Ridout and Annemarie S. Walter
Chapter Seventeen – When Do Attacks Work? Moderated Effects on Voters'
Candidate Evaluation in a Televised Debate 287
Wouter de Nooy and Jürgen Maier
Chapter Eighteen – Feeding the Negative? Referendum Votes in Ireland 307
Theresa Reidy and Jane Suiter
Chapter Nineteen – Where to Go From Here in the Study of Negative
Campaigning: The Comparative Challenge Ahead 327
Annemarie S. Walter and Alessandro Nai
Bibliography 335
Index 385
