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Raising the tone? The impact of ?positive? and ?negative? campaigning on voting in the 2007 Scottish Parliament election

Pattie, C and Denver, D and Johns, R and Mitchell, J (2011) 'Raising the tone? The impact of ?positive? and ?negative? campaigning on voting in the 2007 Scottish Parliament election.' Electoral Studies, 30 (2). pp. 333-343. ISSN 0261-3794

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Abstract

Most survey-based research on campaign effects in British elections has focussed on exposure to the campaign. Far less attention has been given to how the campaign is perceived, although American research on the effects of negative campaigning suggests that this is a potentially important area. The article investigates the extent to which vote choices in the 2007 Scottish Parliament election were affected by perceptions of the parties? campaigns as ?positive? or ?negative?. Partisanship and increased exposure to a party?s campaign increased individuals? chances of rating a campaign positively. Other things being equal, however, campaigns which come to be seen in a negative light backfire on the party responsible, reducing the propensity of people to vote for it.

Item Type: Article
Uncontrolled Keywords: Negative campaigning; Voting; Campaign tone
Subjects: J Political Science > JA Political science (General)
J Political Science > JN Political institutions (Europe) > JN1187 Scotland
Divisions: Faculty of Social Sciences
Faculty of Social Sciences > Government, Department of
SWORD Depositor: Elements
Depositing User: Elements
Date Deposited: 18 Sep 2013 10:33
Last Modified: 06 Jan 2022 13:21
URI: http://repository.essex.ac.uk/id/eprint/7584

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