Kyle Mattes and David Redlawsk, “The Positive Case for Negative Campaigning” (U of Chicago Press 2014)

Kyle Mattes and David Redlawsk are the authors of The Positive Case for Negative Campaigning (University of Chicago Press, 2014). Mattes is assistant professor of political science at Florida International University; Redlawsk is professor of political science at the Eagleton Institute’s Center for Public Interest Polling at Rutgers University.

Each campaign season, a near public consensus is reached that everybody hates negative campaign ads. But do we all agree with what actually constitutes a negative ad and does that matter? Mattes and Redlawsk investigate the paradox of nearly universal hatred of negative ads yet persistent use by candidates. How can these two be? In the book, Mattes and Redlawsk designed a series of experiments to figure out what is it about negativity that voters truly dislike. In doing so, they separate ads that merely refer to a campaign opponent from those that criticize family and personal characteristics. What they discover will help anyone interested in politics better understand the way campaign communications actually works.

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