Taking Aim at Attack Advertising

Reviews / Votes

Taking Aim at Attack Advertising is a richly researched and persuasive account of the impact of negative advertising on voter attitudes and mobilization. Fridkin and Kenney (both, Arizona State) theorize that the effect of negative advertising varies according to voters' tolerance of negativity, and the relevance and civility of the negative message. Tolerance for negativity varies by party, gender, and age. This book is well written, persuasively argued, and a useful addition to scholarship on elections. It is aimed at readers with a strong background in political science scholarship and substantial quantitative fluency. It would be appropriate for advanced undergraduate and graduate classes. * -P. Hanson, Grinnell College, CHOICE * As politics continues its nasty turn, it becomes increasingly important to understand how attack advertising works. Fridkin and Kenney, key players in the unfolding debate about 'negativity' over the last 25 years, have made another important theoretical and empirical statement with this latest book.These pages significantly advance our understanding of attack politics.They not only marshal an array of evidence, they develop a compelling theory, and offer much common sense along the way.It is a timely and impressive contribution. I urge all to read it, especially as we prepare ourselves for the electoral scrum in 2020. * John G. Geer, Professor, Vanderbilt University, and author of In Defense of Negativity * I can hardly imagine a more important topic as we head into the next series of elections in America. The way candidates communicate with voters and what they say can make a difference-for some voters more than others.Fridkin and Kenney's theory of tolerance and tactics brings nuance to the study of electioneering. * Lynn Vavreck, Professor, Stanford University, and author of The Message Matters *