International Encyclopedia of Communication Online

Extract

Negative campaigning is a widespread technique, using the method of comparison and attack. It does not focus on one's own strengths, but rather on the alleged weaknesses of one's political opponent. The attacks can be directed at the platform of the political opponent or at his or her personality. Whenever the attacks aim at personal integrity, address aspects of someone's private life, and “go below the belt,” it is also called “playing dirty” or “mudslinging.” Negative campaigning is a common practice in US election campaigns (→  Election Campaign Communication ). It is most frequently applied in close races: the tighter the contest, the meaner the campaign ( Ansolabehere & Iyengar 1995 ). But in other western democracies the tactic has been used as well ( Kaid & Holtz-Bacha 1995 ). Negative campaigning is generally more accepted in countries with a competitive culture and less so in countries with a consensus-based political culture. Negative campaigning rests on the conclusion that voters perceive negative messages less selectively than positive messages (→  Media Effects ; Political Persuasion ). It is therefore easier to demobilize the supporters of one's political opponent with the help of negative messages than to convince them of one's own merits through positive messages. Negative messages are more likely to be perceived and remembered than positive messages (→ ... log in or subscribe to read full text