1. WHOSE ISSUE IS IT ANYWAY... AND DOES IT REALLY MATTER? Issue Ownership and Negative Campaigning
- Author
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Craig, Stephen C. and Cossette, Paulina S.
- Subjects
Political communication -- Analysis ,Political advertising -- Political aspects -- Analysis ,Negative campaigns -- Analysis ,International relations - Abstract
Although academic research has yielded mixed results, candidates and consultants are rational people whose experience persuades them that 'going negative' can be an effective campaign strategy under the right circumstances. And they are almost certainly right, even if their evidence is more anecdotal than systematic. This article considers whether the impact of negative ads is moderated by perceptions of issue ownership, a factor that is known to affect the candidate preferences of some voters. Focusing on the attitudes of those who identify with the party of the targeted candidate, we examine the changes in support and favorability induced by four policy-based attacks against a hypothetical congressional incumbent seeking reelection. Results from an Internet survey experiment suggest that attacks are somewhat more effective among target co-partisans who do not believe that their party is more competent to handle the issue in question, especially when that issue is salient to the individual. Keywords: Political Communications, Negative Campaigning, Issue Ownership, Media and Politics, Election Campaigns, Candidate Preferences, Voting Behavior, Political Ads, Candidate Competence, Partisan Voting, Party Politics, The United States. A pesar de que la investigacion academica haya dado resultados mixtos, los candidatos y los consultores son personas racionales cuya experiencia los convence que la 'publicidad negativa' puede ser una estrategia de campana efectiva bajo las circunstancias adecuadas. Y en general tienen mucha razon, inclusive si su evidencia es mas anecdotica que sistematica. Este articulo considera si el impacto de la publicidad negativa es moderado por percepciones de atribucion de los temas, un factor que tiene la reputacion de afectar las preferencias de candidato de algunos electores. Enfocandose en las actitudes de los que se identifican con el partido del candidato al que se dirige la publicidad, examinamos los cambios en apoyo y favorabilidad que inducen cuatro ataques basados en la politica contra un candidato titular hipotetico que busca la reeleccion. Los resultados de una encuesta experimental por internet sugieren que los ataques son un poco mas efectivos en las personas del mismo partido que no piensan que su partido es mas competente para resolver el problema en cuestion, especialmente cuando ese problema es importante para el individuo. Palabras clave: Comunicaciones politicas, campanas negativas, atribucion de los temas, medios y politica, campanas electorales, preferencias de candidato, comportamiento electoral, publicidad politica, competencia de los candidatos, titulares en el congreso, Estados Unidos. [Please note: Some non-Latin characters were omitted from this article] [Please note: Some non-Latin characters were omitted from this article], Most Americans of a certain age will recall the infamous 1988 campaign video of Michael Dukakis, Democratic presidential nominee, riding around in a tank and wearing a silly looking helmet [...]
- Published
- 2017