Amerikaanse toestanden?: over effecten van negatieve politieke advertenties
Abstract
Typically American ? On the effects of negative political advertising - In this article we consider the effects of negative political advertising. According to the current state of research in communication science (a.o. Garramone, 1984), negative political ads seem to have minor effects on public opinion and the dominant effect even seems to be a backlash or boomerang. However, the presidential election campaign in the US in 1988 provides some evidence for the thesis that the effect of negative campaigning may be strengthened as soon as the subject of the campaign becomes a public issue through the mass media. As an interpretation of this effect we hypothesize that, because of the need for information of the politically involved part of the electorate, filters are partly switched off and therefore the effect of negative political advertising is considerably enlarged.
How to Cite:
Van Der Veer, K. & Herrebout, F., (1989) “Amerikaanse toestanden?: over effecten van negatieve politieke advertenties”, Tijdschrift voor Sociale Wetenschappen 34(3), 236–248. doi: https://doi.org/10.21825/tvsw.95018
Downloads:
Download PDF
View PDF