An Experimental Study of the Effectiveness of Negative Campaign Messaging: Will Outcome Framing Work for Partisans in Polarised Politics?

IF 1.5 Q2 COMMUNICATION

Journal of Creative Communications Pub Date : 2022-11-01 DOI:10.1177/09732586221128747

Kenneth E. Kim, L. McKinnon

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引用次数: 0

Abstract

The current study focuses on the use of outcome framing as a strategic negative message tactic and its impact on partisans. Specifically, this study theorises that the impact of partisan cues such as party affiliation is moderated by differently framed claims in negative political advertising. Participants viewed a negative ad, varying in outcome framing (negative ramifications of electing the targeted candidate versus positive consequences of defeating the target) and partisan matching (in-party versus out-party). Participants were recruited via Amazon’s Mechanical Turk. Experiment 1 (N = 96), where a Republican candidate was the target of a negative ad, revealed that the persuasiveness of a loss-framed negative ad significantly increased in the out-party versus in-party condition. Experiment 2 (N = 123), where a Democratic candidate was the target of a negative ad, found that a loss framed-negative ad was significantly more influential than a gain-framed negative ad in both in-party and out-party conditions. Implications exist for design and practice of negative campaign messaging.

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负面竞选信息有效性的实验研究:结果框架对两极分化政治中的党派人士有效吗?

目前的研究重点是使用结果框架作为一种战略消极信息策略及其对党派的影响。具体来说，这项研究的理论是，党派线索(如党派关系)的影响被负面政治广告中不同框架的主张所缓和。参与者观看了一则负面广告，结果框架(选择目标候选人的负面后果与击败目标候选人的积极后果)和党派匹配(党内与党外)各不相同。参与者是通过亚马逊的土耳其机器人招募的。实验1 (N = 96)，其中共和党候选人是负面广告的目标，结果显示，在党外条件下，失去框架的负面广告的说服力显著增加。实验2 (N = 123)，其中民主党候选人是负面广告的目标，发现在党内和党外条件下，损失框架的负面广告比收益框架的负面广告更有影响力。负面竞选信息的设计和实践存在影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Creative Communications COMMUNICATION-

CiteScore

2.70

自引率

26.70%

发文量

期刊介绍： The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.