Taking Aim at Attack Advertising
Understanding the Impact of Negative Campaigning in US Senate Races
Falha ao colocar no Carrinho.
Falha ao adicionar à Lista de Desejos.
Falha ao remover da Lista de Desejos
Falha ao adicionar à Biblioteca
Falha ao seguir podcast
Falha ao parar de seguir podcast
Experimente por R$ 0,00
R$ 19,90 /mês
Taking Aim at Attack Advertising
Compre agora por R$ 44,99
Nenhum método de pagamento padrão foi selecionado.
Pedimos desculpas. Não podemos vender este produto com o método de pagamento selecionado
-
Narrado por:
-
Teri Schnaubelt
Sobre este áudio
Negative campaigning is a central component of politics in the United States. Yet, until now, demonstrating the impact of combative advertising on voters has been elusive. How can we reconcile the findings of a plethora of studies with the methods of politicians? This book cuts through to the central issue: how negative advertising influences voters' attitudes and actions. Focusing on US senatorial campaigns, Kim Fridkin and Patrick Kenney draw from surveys, experiments, facial expression analysis, content analyses, and focus groups. They develop the "tolerance and tactics theory of negativity" that marries citizens' tolerance for negativity with campaign messages varying in their civility and relevance and demonstrate how citizens' beliefs and behaviors are affected. Using this original framework, they find harsh and relevant messages influence voters' decisions, especially for people with less tolerance for negativity. And, irrelevant and uncivil advertisements demobilize voters, with low tolerance individuals affected most sharply.
©2019 Oxford University Press (P)2019 HighBridge, a division of Recorded Books