The Americanization of British party advertising? Negativity in party election broadcasts, 1964–2005

摘要: This article examines the extent to which British party campaigning has become increasingly negative in tone or ‘Americanized’. Although few have missed opportunity lament turn campaigning, been shown demobilize electorate, depress turnout, contribute a poor information environment and increase incivility, there is little empirical evidence confirm perceived increased negativity. asks three questions: support perception that parties are adopting strategy of ‘going negative’ election campaigns; appeals issue, value trait oriented; anything positive about ads? Drawing on content analysis broadcasts (1964–2005), results show volatility negativity, but no absolute number appeals. Less than half all negative, when do ‘go they so issues rather values characteristics. Finally, terms quality provide; more likely be evidence-based contain explicit comparisons parties’ policies Thus, despite calls for ‘different kind politics’, appear under-appreciated features campaigning.