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Does political advertising influence voter turnout in America? In the past communication researchers answered this question by focusing solely on the impact of candidate advertising, with their research yielding contradictory results. This paper breaks the current impasse by broadening the research agenda to include third party sponsors who run attack ads. Through a controlled experiment on a nationwide sample of 505 subjects in the 2008 presidential election, we show that a character attack ad sponsored by a third party advertiser demobilizes turnout, while the exact same ad from a more credible source, a presidential candidate, has no effect. These results suggest that the messenger is more important than the message in influencing participation, and source credibility is most likely the determining factor of such impact. Further, the research design is noteable as it is one of the first in the social sciences to use inexpensive technologies such as Facebook and online polling to conduct an experiment.
Focusing on the U.S. 2008 general elections, this study shows the links between inaccurate political ad claims and negativity, sound and visual distortions that influence voter cognition, and voter knowledge and behavior. Knowing less and voting more appears to be the troubling news in an age of post-factual democracies.
Political advertising plays a key role in modern electioneering and has formed part of political campaigns since the earliest federal elections were held in the United States. As modes of mass communication have evolved, so have the venues for campaign advertising—from newspapers to radio and television, and today, the Internet. Not only have the outlets for political advertising expanded over the past twenty years, so have the number of groups using it to convey information and advance their points of view. Because political advertising has become such a pervasive medium for candidates, political parties, and special interest groups, understanding its role in election campaigns becomes all the more important. Crowded Airwaves gathers some of the most significant new work in American political advertising and communication. The contributors provide an objective and balanced analysis of political advertising: its causes, its growth, and its consequences on elections in the United States. The chapters in this volume tackle three of the most interesting and most complicated issues in political advertising today: the characterization of ads and the need to measure their impact; the agenda-setting and priming effects of ads; and the role and implications of issue advertising for the electorate. The contributors focus in particular on the effects and consequences of negative advertising. Crowded Airwaves will appeal to readers who are interested in political campaigns and communication. It will be of special importance to those concerned with the tone and content of electoral campaigns and political discourse.
Pulp Politics helps us understand how political ads work by exploring how people think and feel, how our brains work, and how we tell and listen to stories. The book dissents from much popular and scholarly opinion that contends that political advertising only despoils democracy. It proposes that the fabric of popular culture, not the essentials of informed consent, constitutes the communicative core of contemporary political campaigns. The book subjects campaign spots to compellingly detailed and nuanced analysis.
The Persuasive Power of Campaign Advertising offers a comprehensive overview of political advertisements and their changing role in the Internet age. Travis Ridout and Michael Franz examine how these ads function in various kinds of campaigns and how voters are influenced by them. The authors particularly study where ads are placed, asserting that television advertising will still be relevant despite the growth of advertising on the Internet. The authors also explore the recent phenomenon of outrageous ads that "go viral" on the web-which often leads to their replaying as television news stories, generating additional attention. It also features the first analysis of the impact on voters of media coverage of political advertising and shows that televised political advertising continues to have widespread influence on the choices that voters make at the ballot box.
Through an examination of two online negative political advertisements with manipulated sponsorship (Donald Trump, Hillary Clinton, Rebuilding America Now, Priorities USA Action) and three separate controls (Republican Advertisement without Sponsor, Democrat Advertisement without Sponsor, and No Advertisement/No Sponsor), this study considers the effects that the 2010 Supreme Court Case, Citizens United v. Federal Election Commission has had on the perception of online negative political advertisement sponsorship. Results of this study on the 2016 U.S. Presidential Election reinforce earlier findings regarding millennials in the 2012 U.S. Presidential Election (Cameron & Tinkham, 2015) in which the trustworthiness dimension of sponsor credibility acts as a mediator in the relationship between perceived sponsor and relative vote preference. Findings from the current study on the 2016 U.S. Presidential Election show that Hillary Clinton's trustworthiness dimension of source credibility acts as a full mediator in the relationship between perceived sponsor and relative vote preference. In addition, this study also investigated the role of sponsor authenticity (positive authenticity and negative authenticity). Results indicate that Hillary Clinton's positive dimension of authenticity also acts as a full mediator in the relationship between perceived sponsorship and relative vote preference.
The authors use both laboratory experiments and case studies to show how negative advertising drives down voter turnout.
Manipulation of the American Voter provides the reader with the means necessary to analyze political commercials, by presenting the motives behind advertising strategies and tactics used in contemporary politics.