Negative Campaigning in the Social Media Age: Attack Advertising on Facebook

Negative Campaigning in the Social Media Age: Attack Advertising on Facebook 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 candidates in less competitive races. We also run separate models examining the factors that drive policy and personal attacks. While underdog candidates are more likely to engage in issue attacks, candidates in competitive races are significantly more likely to use Facebook to make personal attacks. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Political Behavior Springer Journals

Negative Campaigning in the Social Media Age: Attack Advertising on Facebook

Loading next page...
 
/lp/springer_journal/negative-campaigning-in-the-social-media-age-attack-advertising-on-l8TSpq0nyC
Publisher
Springer Journals
Copyright
Copyright © 2016 by Springer Science+Business Media New York
Subject
Political Science and International Relations; Political Science; Sociology, general
ISSN
0190-9320
eISSN
1573-6687
D.O.I.
10.1007/s11109-016-9346-8
Publisher site
See Article on Publisher Site

Abstract

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 candidates in less competitive races. We also run separate models examining the factors that drive policy and personal attacks. While underdog candidates are more likely to engage in issue attacks, candidates in competitive races are significantly more likely to use Facebook to make personal attacks.

Journal

Political BehaviorSpringer Journals

Published: May 19, 2016

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create lists to
organize your research

Export lists, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off