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Going Negative Paperback – August 1, 1997
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About the Author
Shanto Iyengar holds the Chandler Chair in Communication at Stanford University where he is also Professor of Political Science and Director of the Political Communication Laboratory. Iyengar s areas of expertise include the role of mass media in democratic societies, public opinion, and political psychology. Iyengar s research has been supported by grants from the National Science Foundation, the National Institutes of Health, the Ford Foundation, the Pew Charitable Trusts, and the Hewlett Foundation. He is the recipient of several professional awards, including the Philip E. Converse Book Award of the American Political Science Association for the best book in the field of public opinion, the Murray Edelman Distinguished Career Award, and the Goldsmith Book Prize from Harvard University. He has authored or edited several books including News That Matters, Is Anyone Responsible? and Explorations in Political Psychology.
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Top Customer Reviews
While one might have alternative interpretations of the political survey data, and question the external validity of the author's controlled experiments, the authors do an excellent job of presenting the major issues in evaluating negative campaign advertising. I would highly reccommend this book to get a sense of the research being done about campaign advertising, and Ansolebehre and Iyengar are well-respected and clearly knowledgeable scholars. I won't get into all the specifics of the book; you should read it for yourself!
Strangely, to get to their main point, you must wade through pretty dry chapters that discuss the methods used to gather data as well as other ways that advertisements affect voter behavior. This may be of great interest to political scientists, but for those with only partial interest, it is probably enough to read the first, fifth, and sixth chapters to get the main gist of the book.