Taking Aim at Attack Advertising Audiobook By Kim Fridkin, Patrick Kenney cover art

Taking Aim at Attack Advertising

Understanding the Impact of Negative Campaigning in US Senate Races

Preview

Try for $0.00
Prime logo Prime members: New to Audible?
Get 2 free audiobooks during trial.
Pick 1 audiobook a month from our unmatched collection.
Listen all you want to thousands of included audiobooks, Originals, and podcasts.
Access exclusive sales and deals.
Premium Plus auto-renews for $14.95/mo after 30 days. Cancel anytime.

Taking Aim at Attack Advertising

By: Kim Fridkin, Patrick Kenney
Narrated by: Teri Schnaubelt
Try for $0.00

$14.95/month after 30 days. Cancel anytime.

Buy for $17.19

Buy for $17.19

Confirm purchase
Pay using card ending in
By confirming your purchase, you agree to Audible's Conditions of Use and Amazon's Privacy Notice. Taxes where applicable.
Cancel

About this listen

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 US 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.

©2019 Oxford University Press (P)2019 HighBridge, a division of Recorded Books
activate_Holiday_promo_in_buybox_DT_T2

What listeners say about Taking Aim at Attack Advertising

Average customer ratings

Reviews - Please select the tabs below to change the source of reviews.