Rethinking the Concept of Negativity: An Empirical Approach

Abstract

Over the last twenty years, there has been a tremendous amount written on “negativity” in political campaigns. Yet, there is a conceptual disconnect between the definition of negativity used by researchers and how citizens define negativity. In this article, we show how large this disparity is and what its consequences are. Using a nationally representative online survey of 17,400 Americans and nearly 100 scholars of American politics who viewed presidential ads from the 2012 general election, we show that citizen perceptions of negativity are much stronger predictors of political participation than scholar codings of negativity. This means researchers need to give serious thought to how they operationalize negativity in their work. If we have any interest in understanding how voters are affected by campaign information that they perceive as being negative, then we must collect data consistent with the public’s understanding of negativity. Otherwise, we risk the continuation of this conceptual disconnect.