How many times have you been asked by a novice candidate “Why are we running this negative messaging?” and you offered the simple reply “Because it works!”
A number of scholarly publications have documented the rise in attack ads/negative ads/contrast ads (pick your title) over the past decade in federal, state and local elections. By most accounts, the ratio of negative to positive in the last presidential campaign was about 4:1. Countless voices have warned that this divisive messaging is destroying the very fabric of our democracy.
But a Vanderbilt professor offers another perspective worth considering.
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