Timeless Strategy Meets New Medium: Going Negative On Congressional Campaign Web Sites, 2002-2006

Title:
Timeless Strategy Meets New Medium: Going Negative On Congressional Campaign Web Sites, 2002-2006
Authors:
Druckman, James N.; Kifer, Martin; Parkin, Michael
Abstract:
In a few short years, the World Wide Web has become a standard part of candidates' campaign tool kits. Virtually all candidates have their own sites, and voters, journalists, and activists visit the sites with increasing frequency. In this article, we study what candidates do on these sites in terms of the information they present by exploring one of the most enduring and widely debated campaign strategies: going negative. Comparing data from over 700 congressional candidate web sites, over three election cycles (2002, 2004, and 2006), with television advertising data, we show that candidates go negative with similar likelihoods across these media. We also find that while similar dynamics drive negativity on the web and in television advertising, there are some notable differences. These differences likely stem, in part, from the truncated sample available with television data (i.e., many candidates do not produce ads). Our results have implications for understanding negative campaigning and for the ways in which scholars can study campaign dynamics.
Citation:
Druckman, James N., Martin J. Kifer, and Michael Parkin. 2010. "Timeless Strategy Meets New Medium: Going Negative On Congressional Campaign Web Sites, 2002-2006." Political Communication 27(1): 88-103.
Publisher:
Taylor & Francis
DATE ISSUED:
2010
Department:
Politics
Type:
article
PUBLISHED VERSION:
10.1080/10584600903502607
PERMANENT LINK:
http://hdl.handle.net/11282/309941

Full metadata record

DC FieldValue Language
dc.contributor.authorDruckman, James N.en_US
dc.contributor.authorKifer, Martinen_US
dc.contributor.authorParkin, Michaelen_US
dc.date.accessioned2013-12-23T16:21:42Z-
dc.date.available2013-12-23T16:21:42Z-
dc.date.issued2010en
dc.identifier.citationDruckman, James N., Martin J. Kifer, and Michael Parkin. 2010. "Timeless Strategy Meets New Medium: Going Negative On Congressional Campaign Web Sites, 2002-2006." Political Communication 27(1): 88-103.en_US
dc.identifier.issn1058-4609en_US
dc.identifier.urihttp://hdl.handle.net/11282/309941-
dc.description.abstractIn a few short years, the World Wide Web has become a standard part of candidates' campaign tool kits. Virtually all candidates have their own sites, and voters, journalists, and activists visit the sites with increasing frequency. In this article, we study what candidates do on these sites in terms of the information they present by exploring one of the most enduring and widely debated campaign strategies: going negative. Comparing data from over 700 congressional candidate web sites, over three election cycles (2002, 2004, and 2006), with television advertising data, we show that candidates go negative with similar likelihoods across these media. We also find that while similar dynamics drive negativity on the web and in television advertising, there are some notable differences. These differences likely stem, in part, from the truncated sample available with television data (i.e., many candidates do not produce ads). Our results have implications for understanding negative campaigning and for the ways in which scholars can study campaign dynamics.en_US
dc.language.isoen_USen_US
dc.publisherTaylor & Francisen_US
dc.identifier.doi10.1080/10584600903502607-
dc.subject.departmentPoliticsen_US
dc.titleTimeless Strategy Meets New Medium: Going Negative On Congressional Campaign Web Sites, 2002-2006en_US
dc.typearticleen_US
dc.identifier.journalPolitical Communicationen_US
dc.subject.keywordCampaignsen_US
dc.subject.keywordInterneten_US
dc.subject.keywordNegative campaigningen_US
dc.subject.keywordCandidate web sitesen_US
dc.subject.keywordNew mediaen_US
dc.identifier.volume27en_US
dc.identifier.issue1en_US
dc.identifier.startpage88en_US
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