Journal Articles

Comparing Negative and Positive Campaign Messages: Evidence From Two Field Experiments

---

Considerable research indicates that personal contact from political campaigns can mobilize people to vote, but little attention has been given to whether the tone of the message matters. Studies of message tone have mostly been confined to mass media campaigns and ignored the growing role grassroots techniques play in contemporary political campaigns. Two randomized field experiments were conducted to determine the importance of message tone in grassroots contact. We find evidence that personally delivered messages can be effective at influencing voting preferences, but neither experiment uncovered a systematic difference between the effects of negative and positive messages on voter turnout or political attitudes.

---

Availability

No copy data

Detail Information

Series Title

American Politics Research

Call Number

-

Publisher

: sage publisher., 2010

Collation

-

Language

English

ISBN/ISSN

1532673x

Classification

-

Content Type

-

Media Type

-

Carrier Type

-

Edition

Vol. 38 no. 1, January 2010. pp. 54-83

Subject(s)

Political Campaigns
Field experiments
Campaign Communications
Grassroots mobilization

Specific Detail Info

-

Statement of Responsibility

-

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment