Incumbency and its perceived advantage: A comparison of 1982 and 1990 congressional advertising strategies

Autor:	Ruth Ann Weaver-Lariscy, Spencer F. Tinkham
Rok vydání:	1995
Předmět:	Race (biology) Sociology and Political Science Communication Perception media_common.quotation_subject Negative advertising Research questions Advertising Adversary Psychology Function (engineering) media_common
Zdroj:	Political Communication. 12:291-304
ISSN:	1091-7675 1058-4609
DOI:	10.1080/10584609.1995.9963075
Popis:	This article examines the relationship between choice of message strategy— especially the decision to “go negative” in advertisements—as a function of incumbency and the perception of incumbency advantages that are held by both challengers and incumbents. Research questions developed from congressional campaigns studied in 1982 are examined using data from the 1990 election cycle. Findings from the 1982 and 1990 studies indicate that there are strong similarities between the two election cycles. Specifically, emphasis in campaign advertising messages on issues or the candidate's personal qualities is independent of incumbency status. However, the choice to “go negative” and emphasize an opponent's characteristics is strongly predicted by both incumbency status and the perception of how much the incumbent in the race benefits from his or her tenure in office.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::447b65be6a760eb418e123cde0347349 https://doi.org/10.1080/10584609.1995.9963075 Zobrazit plný text záznamu