In Defense of Negativity: Attack Ads in Presidential Campaigns (Studies in Communication, Media, and Public Opinion)

221 Pages·2006·0.9 MB·English

by  John G. Geer

In Defense of Negativity
studies in communication,media,and public opinion
A series edited by Susan Herbst and Benjamin I.Page
In Defense of Negativity
attack ads in presidential campaigns
John G. Geer
TheUniversity of Chicago Press
Chicago and London
john g.geer is professor of political science at Vanderbilt University.
The University of Chicago Press,Chicago 60637
The University of Chicago Press,Ltd.,London
© 2006 by The University of Chicago
All rights reserved.Published 2006
Printed in the United States of America
15 14 13 12 11 10 09 08 07 06 1 2 3 4 5
ISBN: 0-226-28498-0 (cloth)
ISBN: 0-226-28499-9 (paper)
Library of Congress Cataloging-in-Publication Data
Geer, John Gray.
In defense of negativity : attack ads in presidential campaigns / John.G.Geer.
p.cm.— (Studies in communication,media,and public opinion)
Includes bibliographical references and index.
ISBN 0-226-28498-0 (cloth : alk.paper) — ISBN 0-226-28499-9 (pbk.: alk.paper)
1. Campaign management—United States. 2. Advertising, Political—United States.
3.Political campaigns—United States.4.Presidents—United States—Election—History.
5.Negativism.I.Title.II.Series.
JK2281.G44 2006
324.7'3'0973–dc22
2005015164
(cid:2)The paper used in this publication meets the minimum requirements of the American
National Standard for Information Sciences—Permanence of Paper for Printed Library
Materials,ANSI Z39.48-1992.
To my brother, David F. Geer

Truth ...has to be made by the rough process of a struggle
between combatants fighting under hostile banners.
john stuart mill,On Liberty

Contents
List of Illustrations xi
Acknowledgments xiii
1 The Need for Negativity: An Introduction 1
2 Assessing Negativity 20
3 The Information Environment and Negativity 42
4 Evaluating Character Attacks 64
5 Evaluating the Content of Negative and Positive Issue Appeals 85
6 Dragging the Truth into the Gutter? The News Media,
Negativity and the 1988 Campaign 111
7 Negativity,Democracy,and the Political System 136
Appendix 163
Notes 167
References 185
Index 195