Negativity in American election campaigns
Type de matériel :
TexteLangue : français Détails de publication : 2021.
Sujet(s) : Ressources en ligne : Abrégé : Political campaigns in the United States are thought to be particularly negative, especially at the presidential level. This research examines negativity in the 2016 US presidential campaign, with a focus on paid television advertising and paid online advertising. In general, I find very high levels of negativity, but the amount of negativity varies considerably depending on campaign phase (general election vs. primaries), timing (proximity to Election Day), type of sponsor (candidate vs. group), and medium (television vs. online). Further research should strive to make more cross-national comparisons.
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Political campaigns in the United States are thought to be particularly negative, especially at the presidential level. This research examines negativity in the 2016 US presidential campaign, with a focus on paid television advertising and paid online advertising. In general, I find very high levels of negativity, but the amount of negativity varies considerably depending on campaign phase (general election vs. primaries), timing (proximity to Election Day), type of sponsor (candidate vs. group), and medium (television vs. online). Further research should strive to make more cross-national comparisons.
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