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ERIC Number: ED404683
Record Type: Non-Journal
Publication Date: 1996-Nov
Pages: 40
Abstractor: N/A
Reference Count: N/A
A Quantitative Review of the Empirical Studies on the Negative Political Advertising.
Lin, Yang
A study quantitatively reviewed empirical studies of negative political advertising using a method that combined citation analysis and content analysis. The citation analysis examined each individual cited work in 20 selected studies with respect to its citation information, and the content analysis investigated the 20 selected studies (citing sources) in terms of their hypotheses, research questions, and methodologies. The aggregated information from the individual cited works and the citing works show that scholars from communication and other disciplines have a strong influence on the development of empirical studies of negative political ads, but communication scholars remain as the driving force. Facing continuously increased literatures in the area, communication scholars need to develop a theory or theories to guide the research. The direction of the research has been moving toward focusing on the broader and more general effects of negative political ads. (Contains 28 references, a list of the 20 studies examined, and 8 tables of data. Appendixes present coding sheets for citing source and cited source.) (Author/RS)
Publication Type: Speeches/Meeting Papers; Information Analyses; Reports - Research
Education Level: N/A
Audience: Researchers
Language: English
Sponsor: N/A
Authoring Institution: N/A