Negative Campaigning in the Social Media Age: Attack Advertising on Facebook
作者: Zachary J. AuterJeffrey A. Fine
作者单位: 1University of Pittsburgh
2Clemson University
刊名: Political Behavior, 2016, Vol.38 (4), pp.999-1020
来源数据库: Springer Nature Journal
DOI: 10.1007/s11109-016-9346-8
关键词: ElectionsCampaignsNegativitySocial Media
英文摘要: Abstract(#br)Recent studies examine politicians’ decisions to use social media, as well as the content of the messages that these political actors disseminate on social media platforms. We contribute to this literature by examining how race competitiveness and a candidate’s position in the race relative to her opponent affect their decisions to issue attacks. Through content analysis of nearly 15,000 Facebook posts for tone (positive or negative), we find that while competitive races encourage both candidates to issue more negative posts, candidates in less competitive races embrace attack messages with more or less frequency depending on whether they trail or lead their opponent. We find that social media negativity is much more likely to be a desperation strategy employed by underdog...
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影响因子:1.474 (2012)