Comparing How Citizens and Scholars Perceive Negativity in Political Advertising

May 29, 2013 - 15:00 - 16:30
Nador u. 11
Event type: 
Event audience: 
Open to the Public
Department of Political Science

Citizen and scholar perceptions of advertising negativity are compared using original survey data from the 2012 US presidential election. As part of the Vanderbilt/You Gov Ad Rating Project, more than 17,000 respondents evaluated the negativity of 29 Obama and Romney ads. A national sample of campaigns and elections scholars evaluated a selection of these ads as well. It is found that citizen perceptions of negativity are profoundly affected by partisanship while scholar perceptions are not. As a result, citizen and scholar perceptions of negativity differ significantly.