Date:
May 29, 2013 - 15:00 - 16:30
Building:
Nador u. 11
Room:
004
Event type:
Lecture
Event audience:
Open to the Public
Presenter(s):
Keena Lipsitz (Queens College, CUNY)
Organizer(s):
ELECDEM Marie Curie Training Network
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.
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