alexa Measuring Media Exposure and the Effects of Negative Campaign Ads
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Paul Freedman, Ken Goldstein

Abstract Share this page

Recent controversy over negative television campaign commercials has focused on their effects on voters. Proponents of the demobilization hypothesis claim that negative ads undermine political efficacy and depress voter turnout. Others have suggested a stimulation hypothesis, arguing that such advertising may have an invigorating effect on the electorate. Empirical tests of competing claims demand improved measures of real voters' exposure to real ads in the context of real campaigns. We develop a new approach to estimating exposure outside the lab that combines respondent viewing behavior and the strategic decisions of campaigns. Using this combined measure, we find no evidence that exposure to negative advertising depresses turnout. Instead exposure to negative ads appears to increase the likelihood of voting. We find this effect when we estimate exposure with our new measure, as well as when we use a very different perceptual measure of ad tone.

This article was published in American Journal of Political Science and referenced in Journal of Mass Communication & Journalism

Relevant Expert PPTs

Relevant Speaker PPTs

Relevant Topics

Peer Reviewed Journals
 
Make the best use of Scientific Research and information from our 700 + peer reviewed, Open Access Journals
International Conferences 2017-18
 
Meet Inspiring Speakers and Experts at our 3000+ Global Annual Meetings

Contact Us

Agri, Food, Aqua and Veterinary Science Journals

Dr. Krish

[email protected]

1-702-714-7001 Extn: 9040

Clinical and Biochemistry Journals

Datta A

[email protected]

1-702-714-7001Extn: 9037

Business & Management Journals

Ronald

[email protected]

1-702-714-7001Extn: 9042

Chemical Engineering and Chemistry Journals

Gabriel Shaw

[email protected]

1-702-714-7001 Extn: 9040

Earth & Environmental Sciences

Katie Wilson

[email protected]

1-702-714-7001Extn: 9042

Engineering Journals

James Franklin

[email protected]

1-702-714-7001Extn: 9042

General Science and Health care Journals

Andrea Jason

[email protected]

1-702-714-7001Extn: 9043

Genetics and Molecular Biology Journals

Anna Melissa

[email protected]

1-702-714-7001 Extn: 9006

Immunology & Microbiology Journals

David Gorantl

[email protected]

1-702-714-7001Extn: 9014

Informatics Journals

Stephanie Skinner

[email protected]

1-702-714-7001Extn: 9039

Material Sciences Journals

Rachle Green

[email protected]

1-702-714-7001Extn: 9039

Mathematics and Physics Journals

Jim Willison

[email protected]

1-702-714-7001 Extn: 9042

Medical Journals

Nimmi Anna

[email protected]

1-702-714-7001 Extn: 9038

Neuroscience & Psychology Journals

Nathan T

[email protected]

1-702-714-7001Extn: 9041

Pharmaceutical Sciences Journals

John Behannon

[email protected]

1-702-714-7001Extn: 9007

Social & Political Science Journals

Steve Harry

[email protected]

1-702-714-7001 Extn: 9042

 
© 2008-2017 OMICS International - Open Access Publisher. Best viewed in Mozilla Firefox | Google Chrome | Above IE 7.0 version
adwords