Going Dirty is a history of negative campaigning in American politics and an examination of how candidates and political consultants have employed this often-controversial technique. The book includes case studies on notable races throughout the television era in which new negative campaign strategies were introduced, or existing tactics were refined and amplified upon. Strategies have included labeling opponents from non-traditional political backgrounds as dumb or lightweight, an approach that got upended when a veteran actor and rookie candidate named Ronald Reagan won the California governorship in 1966, setting him on a path to the White House. The negative tone of campaigns has also been ratcheted up dramatically since the terrorist attacks of September 11, 2001: Campaign commercials now routinely run pictures of international villains and suggest, sometimes overtly, at other times more subtly, that political opponents are less than resolute in prosecuting the war on terror. The book also outlines a series of races in which negative campaigning has backfired, because the charges were not credible or the candidate on the attack did not understand the political sentiments of the local electorate they were trying to persuade. The effect of newer technologies on negative campaigning is also examined, including blogs and Web video, in addition to tried and true methods like direct mail.
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Editorial Reviews
Review
'Why are campaigns so negative?' This is a question I get asked regularly by audiences, and the obvious answer—because they work—is not really adequate. Now, with a series of case studies and some historical grounding, David Mark has provided texture and bite to the longstanding issue of the tough, negative and sometimes very dirty nature of political campaigning. The next time I get asked the question, I will answer, 'Read David Mark's Going Dirty.' (Norman Ornstein )
A must-read for anyone interested in the negative ads that have come to dominate our campaigns. (Robert M. Stern )
For the serious student of political campaigns, this book includes nearly everything you wanted to know about negative campaigning and has some very interesting case studies as tactics changed during the the television and Internet era. A chapter titled 'What Good Old Days' reminds us that negative campaigning is an American tradition. Recommended. (Taegan Goddard's Political Wire )
The next time opposing candidates accuse each other of negative campaigning—which should be any minute now—you'll want Going Dirty within easy reach. David Mark's lively and meticulous history will help you distinguish what's hard and fair from what's over the line. (Dr. Michael Cornfield )
Negative campaigning—the public hates it, the press loves it, the candidates need it. And David Mark has documented it from A (attack) to Z (zonk) in this creative compendium of dirty politics, past, present, and future. (Dr. Larry J. Sabato )
Going Dirty explores [the] long history of negative campaigning, recounting both familiar episodes (Willie Horton, anyone?) and those readers may have forgotten. The recurring theme is that well-timed, adroitly executed attacks are often effective; sloppy tactics by campaigns that misunderstand the electorate tend to elicit backlashes. ... [David] Mark doesn’t argue that people who are tired of watching negative ads can read his book instead. But if he did, it wouldn’t be such a bad idea. (W. James Antle III National Review Online )
...essential history of negative campaigning in American politics, and how candidates use the technique, with varying degrees of success. (Ken Rudin Political Junkie, National Public Radio )
Going Dirty is a nonjudgemental, thorough, insider's history of an undeniably strong aspect of the American political institution, and highly recommended. (The Midwest Book Review )
Recommended. (Choice )
A must-read for anyone interested in the negative ads that have come to dominate our campaigns. (Robert M. Stern )
For the serious student of political campaigns, this book includes nearly everything you wanted to know about negative campaigning and has some very interesting case studies as tactics changed during the the television and Internet era. A chapter titled 'What Good Old Days' reminds us that negative campaigning is an American tradition. Recommended. (Taegan Goddard's Political Wire )
The next time opposing candidates accuse each other of negative campaigning—which should be any minute now—you'll want Going Dirty within easy reach. David Mark's lively and meticulous history will help you distinguish what's hard and fair from what's over the line. (Dr. Michael Cornfield )
Negative campaigning—the public hates it, the press loves it, the candidates need it. And David Mark has documented it from A (attack) to Z (zonk) in this creative compendium of dirty politics, past, present, and future. (Dr. Larry J. Sabato )
Going Dirty explores [the] long history of negative campaigning, recounting both familiar episodes (Willie Horton, anyone?) and those readers may have forgotten. The recurring theme is that well-timed, adroitly executed attacks are often effective; sloppy tactics by campaigns that misunderstand the electorate tend to elicit backlashes. ... [David] Mark doesn’t argue that people who are tired of watching negative ads can read his book instead. But if he did, it wouldn’t be such a bad idea. (W. James Antle III National Review Online )
...essential history of negative campaigning in American politics, and how candidates use the technique, with varying degrees of success. (Ken Rudin Political Junkie, National Public Radio )
Going Dirty is a nonjudgemental, thorough, insider's history of an undeniably strong aspect of the American political institution, and highly recommended. (The Midwest Book Review )
Recommended. (Choice )
About the Author
David Mark is a senior editor for The Politico.
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Most Helpful Customer Reviews
25 of 26 people found the following review helpful
5.0 out of 5 stars
A very good and comprehensive look at negative campaigning and strategy
May 15, 2006
Format:Hardcover|Amazon Verified Purchase
Going Dirty is an excellent book covering the recent history of negative campaigning in the US. The book gives an insightful and balanced look into a topic most people wish wasn't there.
Most of the book is filled with case studies of where negative ads were used, and while primarily contemporary (starting in the 1950's), it also goes back a century helping show how it all evolved. The book only considers campaigns in the US but the author does a good job of looking at campaigns across the country (and political spectrum), critiquing those who might think that any set strategy could work without taking into account the people and area.
While most of the book feels like more of a history of negative campaigning near the end it goes into more analysis. (Ironically the author's analysis starts in a chapter talking about negative campaigns that failed). Though I found the book intriguing I would have liked it to have focused more specific tactics of negative campaigns, and less of a history of them. Too much of the book just reads like a history lesson rather than a real analysis. I still had some questions floating in my head about negative campaigning (how it wears on the public, it's ebbs and flows, possibilities for the future, etc) that I wish had been answered by the book, but perhaps I'll just need to read the authors follow up work.
Most of the book is filled with case studies of where negative ads were used, and while primarily contemporary (starting in the 1950's), it also goes back a century helping show how it all evolved. The book only considers campaigns in the US but the author does a good job of looking at campaigns across the country (and political spectrum), critiquing those who might think that any set strategy could work without taking into account the people and area.
While most of the book feels like more of a history of negative campaigning near the end it goes into more analysis. (Ironically the author's analysis starts in a chapter talking about negative campaigns that failed). Though I found the book intriguing I would have liked it to have focused more specific tactics of negative campaigns, and less of a history of them. Too much of the book just reads like a history lesson rather than a real analysis. I still had some questions floating in my head about negative campaigning (how it wears on the public, it's ebbs and flows, possibilities for the future, etc) that I wish had been answered by the book, but perhaps I'll just need to read the authors follow up work.
9 of 9 people found the following review helpful
Format:Hardcover
Written by David Mark (editor-in-chief of Campaigns & Elections magazine), Going Dirty: The Art of Negative Campaigning is a no-nonsense history of negative campaigning in American politics, with especial attention paid to case studies of notable races during the modern era of television. In particular, Going Dirty notes campaign negativity has increased sharply since September 11, 2001, with commercials routinely suggesting that political opponents are irresolute in pursuing the war on terror. Going Dirty explores incidents when negative campaigning has backfired, most often due to non-credible charges or the attackers failure to correctly gauge the sentiments of the electorate, and incidents when negative campaigning has been remarkably successful, which are common enough to explain its persistence as an electoral tactic. Accessible to lay readers and political scientists alike, Going Dirty is a nonjudgmental, thorough, insider's history of an undeniably strong aspect of the American political institution, and highly recommended.
3 of 3 people found the following review helpful
By S. Dakin
Format:Hardcover|Amazon Verified Purchase
Great book. It provides a great overview of campaigning from Washington to 2006. We tend to think of politics today as being negative and dirty. The facts are that politics in the 1800's was so much more negative and dirty.
David Mark writes in an engaging style and does not go into more detail than needed. Almost everything is sourced (unique for political books) and you can get into the weeds if you wish.
Highly highly recommended.
David Mark writes in an engaging style and does not go into more detail than needed. Almost everything is sourced (unique for political books) and you can get into the weeds if you wish.
Highly highly recommended.
Most Recent Customer Reviews
5.0 out of 5 stars
A Fantastic Examination of Negative Campaigning
Mr. Mark is one of the most astute political observers in the country. In this book, he captures the history of negative campaigning, which in our current 24-hour news cycle is as... Read more
Published 8 months ago by B.J. Rudell
4.0 out of 5 stars
Explains the art of negative campaigning
Reading this helped me to understand the various types of negative campaigning as well as the why, when and hows of the topic.
Published on May 2, 2011 by D. McKinnon
4.0 out of 5 stars
American Scholar style
This is a good book. Not intented for those who are looking for an easy 6 step guide for negative campaigns. It is written in more historic case-centered way. Read more
Published on June 17, 2008 by Marcelo Torres Llamas
5.0 out of 5 stars
Exceptional Book, Well Worth Having
This is a compelling, well written guide to negative campaigning. it provides some strong underpinning theories to negative campaigning from an accute observer of campaign... Read more
Published on January 10, 2007 by Simon Lusk
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