Citizens’ Tolerance of Negative Campaign Messages
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In chapter 3, different data sets across several years employ survey measures to assess people’s tolerance toward negative messages. The analysis shows that women and older people are less likely to tolerate uncivil and irrelevant negative advertisements. In contrast, people who are more engaged in politics and who place themselves on the right side of the ideological scale are more likely to tolerate these same types of messages. However, analyses indicate people’s tolerance toward negative campaigning is not static but changes over the length of the campaign. In particular, people’s tolerance of negativity decreases when they are exposed to a greater dose of negative political advertisements during campaigns for the U.S. Senate.
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2013 ◽
Vol 45
(1-2)
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pp. 77-108
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1978 ◽
Vol 8
(1)
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pp. 145-168
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