Communicating Negative Campaign Messages: The Role of Consultants' Individual Characteristics
Political Science & International Affairs
This paper analyzes differences among political consultants, such as party, gender, age and experience, in order to discover if these characteristics help explain variations among consultants in their evaluation and use of negative campaigning. Multiple regression did not yield significant findings, but a discriminant analysis found that age, experience, and attitude toward the potential backlash of using negative tactics lead to significant differences in the types of media chosen to communicate negative messages.
Swint, K. C. (1999). Communicating negative campaign messages: The role of consultants' individual characteristics. Southeastern Political Review, 27(2), 397-408. doi:10.1111/j.1747-1346.1999.tb00541.x