By Lynda Lee Kaid, John C. Tedesco, Dianne G. Bystrom, Mitchell S. McKinney
The Millennium Election highlights essentially the most very important crusade conversation from the 2000 elections, applicants' political messages, the media's crusade assurance, the impression of the web, and the political socialization of younger electorate. The authors exhibit that we nonetheless have a lot to benefit approximately conventional candidate-voter interactions in addition to new types of political communication--and those kinds needs to interact to have interaction a brand new new release of citizens.
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Additional info for The Millennium Election: Communication in the 2000 Campaign (Communication, Media, and Politics)
Although political advertisements have been criticized for their negative content and veracity, they remain key to political campaigns, acting as a central source of issue and candidate information for the electorate (Ansolabehere, Behr, & Iyengar, 1993; Devlin, 1995; Jamieson, 1992; Kaid & Johnston, 1991; Kern, 1989). Three significant and related conditions characterize the role of political advertising during the 2000 federal elections. First, the “high-stakes’’ (Magleby, 2002, p. 4) nature of the 2000 elections-which determined control of both the House and Senate and the presidency-attracted record contributions of soft moneys (Corrado, 2002; Stone, 2000).
Further, the research on negative advertising concludes that to their merit, negative ads can help voters distinguish candidate policy positions and performance more easily than other types of political information and increase voter involvement by generating strong feelings toward the candidate (Garramone, 1984; Jamieson, 1992). The downside of negative advertising is that it can evoke negative affect toward both the ad and the ad sponsor (Garramone, 1984; Pfau & Kenski, 1991) and adversely affect the political process by disgusting voters and driving them away from the polls (Ansolabehere & Iyengar, 1995).
Chamber of Commerce, the AFL-CIO, the National Rifle Association, Pro-choice Decision, the Sierra Club, the National Abortion Rights Action League, the Pharmaceutical Research and Manufacturers of America, and the National Shooting Sports Federation are the groups that spent the most on issue advocacy advertisements (Annenberg Center, 2001). The major topics or themes addressed in the issue advertisements by both parties and groups included health care, candidates, education, Social Security, and the environment (Annenberg Center, 2001; Brennan Center, 2001).