Negative Attack Ads Decrease Voter Term Paper

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Part II. Meta-Analysis: Critiquing What You Have Done

Data thus far on negative campaigning has been mixed, with some research suggesting that it can be profoundly mobilizing to the party faithful of a generally dispirited American electorate (Jackson & Carsey 2006; Martin 2004), while other anecdotal studies suggest it can alienate the public. Polling individuals from a cross-section of elections allows for a wider array of demographic data, and reduces the possibility of independent variables affecting the results. For example, the area selected for the case study might have a generally low level of civic engagement, which could create low voter turnout that was correlated to a negative campaign by both candidates, but not caused by the candidate's advertisements. Examining different districts, with different kinds of hotly contested or lukewarm races, is more representational. However, a case study allows for greater specificity in conducting the research. The interviewers are able to take more time to discuss the respondent's perceptions, to track those perceptions as they evolve over time, and to paint a comprehensive picture of the campaign, as well as the specifics of the types of negative advertising used in the campaign.

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A strongly negative advertisement might affect the voters, and make a profound, seismic change upon their level of engagement.

There are different types of negative tactics used by candidates and these may have different influences upon turnout, and the turnout of particular groups ("Do Negative Campaigns Work," This Nation, 2005). Also, because there are so many variables, such as current events, support for an incumbent, and demographic changes within a community, that affect a campaign, it may be difficult to control for a wide-cross section of variables, and a case study or focus group of a single community, which aims to be instructive rather than fully representative, might actually contain more valuable sociological data.

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