Taking Aim at Attack Advertising is popular PDF and ePub book, written by Kim Fridkin in 2019-04-03, it is a fantastic choice for those who relish reading online the Political Science genre. Let's immerse ourselves in this engaging Political Science book by exploring the summary and details provided below. Remember, Taking Aim at Attack Advertising can be Read Online from any device for your convenience.
Taking Aim at Attack Advertising Book PDF Summary
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 U.S. 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.
Detail Book of Taking Aim at Attack Advertising PDF
- Author : Kim Fridkin
- Release : 03 April 2019
- Publisher : Oxford University Press
- ISBN : 9780190947583
- Genre : Political Science
- Total Page : null pages
- Language : English
- PDF File Size : 8,8 Mb
If you're still pondering over how to secure a PDF or EPUB version of the book Taking Aim at Attack Advertising by Kim Fridkin, don't worry! All you have to do is click the 'Get Book' buttons below to kick off your Download or Read Online journey. Just a friendly reminder: we don't upload or host the files ourselves.