NEGATIVE ELECTION ADVERTISEMENT

The Effect of the Negative Election Advertisement on Voter Turnout

TABLE OF CONTENTS

INTRODUCTION3

Thesis Statement4

Theoretical Framework4

Study Variables4

Dependent Variable4

Independent Variables5

Hypothesis5

LITERATURE REVIEW6

METHODOLOGY8

Research Design8

Sampling9

Data Collection Process9

Instrument9

Data Analysis Technique9

RESULTS10

DISCUSSION AND CONCLUSION12

REFERENCES14

APPENDICES15

Appendix I15

Appendix II21

INTRODUCTION

The purpose of this paper is to enlighten and explore the effect of negative election advertisement on the voters. In addition, the study also describes the influence of negative advertisement campaign's effect on the voter turnout. The objective of this study is two fools. The first objective of the study is to evaluate the negative election advertisement on the voters. Moreover, the study is also subjected to analyze the effect of negative advertisement campaign on the voter turnout. This study has selected diverse variables that can efficiently illustrate the influence of negative election advertisement and the effect of negative advertisement on voter turnout. The hypotheses of the study are constructed in a manner that a significant relation is defined between the study variables. These hypotheses illustrate whether the negative election advertisement and negative ad campaigns have a significant influence on voter turnout or not.

The use of negative campaigning in political races is practically as old as the nation itself. Considered the first actively contested presidential campaign in U.S. history, the battle between Jefferson and Adams during the 1796 election season was waged not by the two candidates themselves but rather by their impassioned supporters. It can be realized that the influence of negative election advertisements and ad campaigns' influence on voter turnout was not only restricted to the past scenario; but, it can be observed in current situations as well.

In 2000 elections, negative campaign ads were a staple of election-season politics for decades, not all political campaigns have been viewed by voters as excessively negative. As recently as the 2000 presidential election cycle, a CNN/Time poll conducted in September 2000 found that while 30% of respondents said Vice President Al Gore (D) had made too many attacks against his rival, Texas Gov. George W. Bush (R), 60% said he had not. Similarly, 39% of respondents said Bush had made too many attacks against Gore, compared with 53% who said that he had not.

Thesis Statement

The negative election advertisement and campaigns significantly influence the voter turnout and manipulate their choice and preferences.

Theoretical Framework

Study Variables

Dependent Variable

Voter Turnout

Independent Variables

Negative Election Advertisement

Individual's Involvement in Politics

Political Ad Influence

The Influence of Time Spent on TV News

Intensity of Negative Ad Campaign

Impact of Negative Ad Campaign on Voter Turnout

Hypothesis

H1: Individual's involvement in politics has a significant effect on voter turnout.

H2: The political advertisements have a significant effect on voter turnout.

H3: Individual's time spent on TV news has a significant effect on voter turnout.

H4: The intensity of negative advertisement campaign has a significant effect on the voter turnout.

H5: The impact of negative advertisement campaign is negative on voter turnout.

LITERATURE REVIEW

According to diverse sources, the negative election advertisements and ad campaigns have had a significant influence in the past. Moreover, this effect can also be observed in current scenarios. On In 2002, Congress made a major effort to restore integrity to election-season politics ...