Journals Higher Education
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Published: 30 May 2019

256 Pages | 24


ISBN: 9780190947576

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Taking Aim at Attack Advertising

Understanding the Impact of Negative Campaigning in U.S. Senate Races

Kim Fridkin and Patrick Kenney

  • Offers a new theoretical framework for understanding how negative campaigning influences the views and actions of voters
  • Utilizes surveys, experiments, facial expression emotion software, content analyses, and focus groups
  • Demonstrates how negative advertising shapes citizens' views of candidates as well as voters likelihood of going to the polls on Election Day