Young British Partisan Attitudes to Negative Election Campaign Advertising: A Tri-Party Perspective

Dermody, Janine and Hanmer-Lloyd, Stuart and Koenig-Lewis, Nicole and Zhao, Anita Lifen (2016) Young British Partisan Attitudes to Negative Election Campaign Advertising: A Tri-Party Perspective. Journal of Political Marketing, 15 (4). pp. 333-361. ISSN 1537-7857

Full text not available from this repository.

Abstract

This article presents an empirical investigation of young partisan first-time voter attitudes toward the use of negative attack advertising in a British general election. Partisanship, particularly in relation to negative advertising and third-party effects, is significantly under-researched, yet it advances understanding of youth electoral interaction. Our study confirms that young British partisans are not passive recipients of information, but are actively involved in information processing, interpretation, and counter arguing. Our findings also highlight a third-party effect among young partisans in their evaluation of the attack advertising. Overall our young partisans broadly reject image-attack election ads, which raises a “health warning” on its use in future election campaigning. The findings of this study are of significant interest to election campaign strategists in their planning for future elections and to political researchers striving to advance understanding within the field of political marketing.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: British elections, motivated reasoning, negative attack advertising, partisanship, tri-party attitudes, youth electoral engagement
Subjects: J Political Science > J General legislative and executive papers
J Political Science > JF Political institutions (General)
Divisions: Schools and Research Institutes > Business School > Marketing and Retail
Research Priority Areas: Applied Business Research
Depositing User: Ineke Tijsma
Date Deposited: 17 Mar 2015 15:48
Last Modified: 05 May 2017 10:30
URI: http://eprints.glos.ac.uk/id/eprint/1491

University Staff: Request a correction | Repository Editors: Update this record

University Of Gloucestershire

Bookmark and Share

Find Us On Social Media:

Social Media Icons Facebook Twitter Google+ YouTube Pinterest Linkedin

Other University Web Sites

University of Gloucestershire, The Park, Cheltenham, Gloucestershire, GL50 2RH. Telephone +44 (0)844 8010001.