Campaign Advertising: Partisan Convergence or Divergence?

Spiliotes, Constantine J.; Vavreck, Lynn
February 2002
Journal of Politics;Feb2002, Vol. 64 Issue 1, p249
Academic Journal
Prior research demonstrates that many citizens are unable to perceive differences between the two major political parties. In order to investigate whether candidate behavior in campaigns contributes to this perception, we test implications about partisan constraints on campaign rhetoric drawn from the literature on parties and policy convergence. Our results suggest that candidates of different parties do not highlight the same issues or positions in their campaign advertising. We find that campaign rhetoric is strongly motivated by party even when controlling for constituency characteristics and other factors. Thus, there is convergence among candidates of the same party across districts and states and divergence between opposing candidates within districts and states. Our results are based on a detailed content analysis of more than 1,000 campaign advertisements aired by 290 candidates in 153 elections in 37 states during the 1998 midterm elections.


Related Articles

  • FED ELECTION BOON. Ligerakis, Maria // B&T Weekly;4/2/2004, Vol. 54 Issue 2466, p1 

    Reports on the Australian government's advertising budget for the next federal elections. Amount allocated by the government for political advertising; Efforts of high-profile agencies to secure more government business; Campaign Palace's superannuation campaign in 2003.

  • Black ops wash whiter. Johnson, Philip // Public Finance;4/8/2005, p4 

    Shares an author's insights about black operations which he considers as an institutionalized, rather than incidental, part of modern electioneering in Great Britain. Consideration of the Labor's move to infiltrate a Conservative Way Forward meeting and taping Howard Flight's remarks about Tory...

  • Politics certainly ain't what it used to be. Wheaton, Ken // Advertising Age;11/6/2006, Vol. 77 Issue 45, p80 

    The author reflects on the 2006 midterm elections and the negative political advertising that was involved with them. In the article, the author does not criticize the negative advertising but instead says that they are the most enjoyable to watch, and that negative advertising is not a new...

  • NEGATIVE POLISPOTS: MEDIATED ARGUMENTS IN THE POLITICAL ARENA. Baukus, Robert A.; Payne, J. Gregory; Reisler, Marc S. // Conference Proceedings -- National Communication Association/Ame;1985 Argument & Social Practice, p236 

    The article focuses on the phenomenon of negative political advertising from different perspectives. A brief history of negative campaign and an investigation into questions of style and strategy were discussed. The issues being discussed focused on some of the considerations that have been...

  • INTERMEDIA AGENDA SETTING IN THE 1996 PRESIDENTIAL ELECTION. Boyle, Thomas P. // Journalism & Mass Communication Quarterly;Spring2001, Vol. 78 Issue 1, p26 

    Studies agenda setting on network news, prestige press and advertising during the 1996 United States presidential election. Definition of agenda setting and its main areas; Analysis of news stories about political advertisements; Influence of advertising in agenda-setting; Descriptive and...

  • Welcome help.  // Advertising Age;2/10/1992, Vol. 63 Issue 6, p18 

    This article comments on the need to review political advertising in the U.S. Political candidates are more dependent on advertising-not only to get their message across but also to get themselves into the news coverage. With the increasing use of political advertising, media reviews are called...

  • Remembering Attack Ads: An Experimental Investigation of Radio. Geer, John G.; Geer, James H. // Political Behavior;Mar2003, Vol. 25 Issue 1, p69 

    This article seeks to advance our understanding of the influence of attack advertising on the public in two ways. First, we examine whether the content of individuals' memory differs when exposed to positive or attack ads. Critics of attack advertising fear that “negativity” has...

  • The Rational Attacker in Russia? Negative Campaigning in Russian Presidential Elections. Sigelman, Lee; Shiraev, Eric // Journal of Politics;Feb2002, Vol. 64 Issue 1, p45 

    Formal models of negative campaigning offer several predictions about the volume, sources, and targets of candidates' attacks on one another. We test these predictions and predictions drawn from other perspectives by analyzing public statements by candidates in the 1996 and 2000 Russian...

  • Sell a Candidate. McKinnon, Mark // Texas Monthly;Jul2003, Vol. 31 Issue 7, p64 

    Presents tips on advertising political candidates in the U.S.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics