Synopsis
"Attack Politics: Negativity in Presidential Campaigns Since 1960" by Emmett H. Buell and Lee Sigelman offers a comprehensive analysis of the evolution of negative campaigning in U.S. presidential elections. The book delves into the strategies and impacts of negative advertising, which has become a staple in the arsenal of political campaigns. The authors examine the shift from the relatively genteel campaigns of the past to the increasingly combative and hostile nature of modern elections. By analyzing over 12,000 televised campaign advertisements from 1960 to 2004, Buell and Sigelman provide empirical evidence to explore how candidates have used attack ads to sway public opinion, discredit opponents, and influence the outcome of elections.
The book discusses the different forms of attack politics, from outright personal attacks to more subtle, issue-based criticisms. It scrutinizes how these tactics are employed by both incumbents and challengers, revealing patterns in who tends to go negative and when. The authors also challenge the common perception that negative campaigning is inherently harmful to democracy, arguing that while it can be divisive, it also plays a critical role in informing voters and holding candidates accountable.
Through its historical overview, "Attack Politics" offers insights into how the media landscape, campaign finance, and changing voter attitudes have contributed to the rise of negative campaigning. The book highlights key moments in presidential campaign history where attack politics played a decisive role, such as the infamous "Willie Horton" ad in 1988 and the Swift Boat Veterans for Truth campaign in 2004. Buell and Sigelman also explore the psychological impact of negative ads on voters, including the potential for backlash and the conditions under which negative campaigning is most effective.
In conclusion, "Attack Politics" provides a nuanced and data-driven exploration of negativity in presidential campaigns, revealing its complexities and its implications for American democracy. The book is an essential read for anyone interested in understanding the dynamics of modern political campaigns and the role of negativity in shaping electoral outcomes.