Political Consultants And Negative Campaigning

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One of the most closely-watched and controversial aspects of modern political campaigning is the use of negative, attack tactics. This book examines the role played by negative campaigning through a national survey of professional political consultants. Campaign consultants have become vitally important to political candidates in recent years as strategists, fundraisers, and media specialists. The research in this book focuses on how consultants define negative campaigning, including the differences between issue attacks and character attacks, how and when criticism of the opponent should be implemented, and which media should be used to deliver attack messages. A statistical analysis of the survey data reveals insights into behavioral and professional differences among consultants with regard to party affiliation, gender, age, and level of experience.

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Editorial Reviews

James A. Woods
...an extensive survey of political consultants...in-depth interviews...and case studies makes for interesting reading...a welcome addition to the literature on political campaigning and consultants.
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Product Details

  • ISBN-13: 9780761810094
  • Publisher: The Rowman & Littlefield Publishing Group Inc
  • Publication date: 1/15/1998
  • Edition description: New Edition
  • Pages: 188
  • Product dimensions: 8.50 (w) x 5.50 (h) x 0.43 (d)

Meet the Author

Kerwin C. Swint is Assistant Professor of Political Science at Kennesaw State University in Georgia.

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Table of Contents

List of Tables
List of Figures
Ch. 1 Introduction 1
Ch. 2 The Negative Campaign 7
Ch. 3 Successful Attack Strategies 25
Ch. 4 Spiro Agnew for Vice president?: The Use of Humor in Negative Ads 37
Ch. 5 Negativity is in the Eye of the Beholder 49
Ch. 6 When Do Campaigns Go Negative? 63
Ch. 7 Communicating Attack Messages 79
Ch. 8 Party and Gender Differences Among Consultants 97
Ch. 9 There's No Substitute for Experience: How Consultants Traits Such as Age And Experience Affect Media Selection 109
Ch. 10 Telephones and Push Polls: Reach Out and Smack Someone 121
Ch. 11 Case Studies
1 The Ballad of Margie Lopp 129
2 A Senator, a Colonel, and a Marshall 135
3 A Jersey Street Fight 145
Ch. 12 Toward the Millenium 151
Appendix 157
Bibliography 167
Index 173
Author 175
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