Candidates rather than context shape campaign sentiment in French Presidential Elections (1965–2017)

The manuscript explores whether and how the strategic context of elections and candidate attributes affect campaign sentiment. Studying five decades of French presidential elections, it provides the first longitudinal test of campaign tone outside the USA. Thereby, the paper examines concerns of an increase in negativity due to changes in electoral competition. It takes leverage from the electoral system, to study whether the strategic environment of elections (first vs. second rounds of elections) or candidate characteristics (ideology and outsider status) determine the use of positive and negative tone. To this end, the paper applies sentiment analysis to personal manifestos (professions de foi) issued by all candidates running in presidential elections (1965–2017) and validates the French Lexicoder Sentiment Dictionary for longitudinal studies of campaign tone. Results reject worries about an increase in negativity in French elections over time. Moreover, while context matters to some extent, candidate attributes are by far more important for explaining campaign sentiment in presidential races. The findings contribute to research on the role of sentiment in electoral competition and tackle broader issues related to the impact of positive and negative political communication for elections and democracies.