▪ Abstract In the United States, televised political advertising is the main way that modern
campaigns communicate with voters. Although political scientists have made great progress …

Social role theory provides a framework to help understand the complexity of gender in the
political sphere. We demonstrate how SRT both helps to explain extant research findings …

This book explores the political implications of the human tendency to prioritize negative
information over positive information. Drawing on literatures in political science, psychology …

The conventional wisdom about negative political campaigning holds that it works, ie, it has
the consequences its practitioners intend. Many observers also fear that negative …

Previous research has demonstrated that voter stereotypes about gender place certain
strategic imperatives on female candidates. This study examines the effects of the interplay …

Voters do not associate female candidates with feminine stereotypes, but voters also do not
associate female candidates with the qualities most valued in political leaders such as …

This book offers a comprehensive guide to political campaign communication using
functional theory as a framework. An authoritative account packed with real life examples …

The conventional wisdom about negative political advertisements holds that no one likes
them, but they work, that is, they have the consequences their sponsors intend. Moreover …

As a form of political communication, political advertising is both celebrated and reviled.
Over the past five decades, since its first appearance in campaigns in the 1950s, political …

Negative campaigning is frequently denounced, but it is not well understood. Who conducts
negative campaigns? Do they work? What is their effect on voter turnout and attitudes …