Negativity in campaign does no good for voters

Negative political advertising is now at its peak leading into the midterm elections. Is there much that’s more annoying in the media? Yet politicians swear research shows that negative advertising works, and when they put out the message that their opponents are lousy at just about everything (including their personal lives), people listen and vote accordingly.

By this point in the campaign, though, haven’t most people started to tune out that negativity? As Election Day draws nearer, it seems more and more important not only to refrain from voting for the worst candidate, but also to cast one’s vote for a pretty good candidate, one who will work hard and well to solve the considerable problems facing Americans today. Does negative advertising really help voters make that decision?

It would be extraordinary for those who work in other businesses, let’s say, construction, to argue for their own merits simply by tearing down their competition. That ad might go something like, “UVW Construction uses third-rate materials, puts them together all wrong, is always late meeting deadlines and your building will fall down within a year if you use them for your construction project. Use us at XYZ Contruction instead.� Does this really give enough information to inspire confidence in XYZ? Doesn’t it make XYZ sound just a bit unprofessional themselves? Childish, even?

Yet voters appear to accept this behavior in political races. It should be acknowledged that it’s often not even based on reality, nor on the candidates’ actual beliefs about one another. Remember the ever-escalating objections President Barack Obama and Secretary of State Hillary Clinton aimed at each other during the primaries in 2008? Yet they somehow found a way to agree to work closely with one another very soon after the election. How could they? Guess that was all just politics as usual.

This is something voters need to keep in mind while making decisions before this and every election: Keep some perspective on the whole production that is political campaigning in the media-soaked United States of the 21st century. Let’s try to step out of the negative space candidates create for us to inhabit at this time in a political race and step forward to a more positive place from which to make our decisions as voters. 

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