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As you can see in a NextGEnAmerica study linked to in my article, neg ads DO mobilize. Perhaps positive ones do sometimes too. Pollster @RAchelBitecofer discusses studies of how negative partisanship (dislike of T) gets votes. It's a mistake to discount the power of neg. ads.
Thanks! I'm fam. with this work. Categorizing which ads are neg and pos isn't B&W. Totally agree that empty happy talk (ala Hallmark) doesn't work. Negative emotions ARE useful if tipped toward anger. When fear-evoking, shown to inhibit action.
Maybe sometimes. RWng media made GOPers fear BO FEMA camps & having BO take all guns away. It worked to get them to polls. Seems to me the ideal, including for black voters, is likely a mixture of neg. & pos. in ads. Like MLK-- had pos. goals but not afraid to call out injustice.
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