1. American Government and Organization PS1301 Monday, 29 March

2. Negative Ads Bush Campaign Man from Massachusetts Man from Massachusetts Man from Massachusetts Man from Massachusetts Unprincipled, Chapter 1 Unprincipled, Chapter 1 Unprincipled, Chapter 1 Unprincipled, Chapter 1 Differences Differences Differences Kerry Campaign Keep our Word Keep our Word Gore Campaign Al Gore on Environment and Texas' Environmental Problems Al Gore on Environment and Texas' Environmental Problems Al Gore on Environment and Texas' Environmental Problems Al Gore on Environment and Texas' Environmental Problems

3. Examples of Gore Negative Ads Sunday, October 15, 2000 Al Gore on Environment and Texas' Environmental Problems Sunday, October 15, 2000 Al Gore on Environment and Texas' Environmental Problems Al Gore on Environment and Texas' Environmental Problems Al Gore on Environment and Texas' Environmental Problems Sunday, September 17, 2000 Vice President Al Gore ad on Bush's Record as Texas Governor Sunday, September 17, 2000 Vice President Al Gore ad on Bush's Record as Texas Governor Vice President Al Gore ad on Bush's Record as Texas Governor Vice President Al Gore ad on Bush's Record as Texas Governor

4. Features of Negative Ads Notice that the ad sponsor for negative ads (usually) comes first not last. Policies, Character

5. Effects of Negative Ads John KerryChange Very Warm660 Somewhat Warm96-3 Neutral3324-9 Somewhat Cold16193 Very Cold24317 George W. BushChange Very Warm4335-8 Somewhat Warm15161 Neutral9101 Somewhat Cold473 Very Cold15161

6. Positive Ads Fought for His Country Fought for His Country Lead

7. Controversial Advertising Democrats accused GOP operatives of trying to send subliminal messages to voters by highlighting part of the word “bureaucrats” on screen for several frames. Democrats accused GOP operatives of trying to send subliminal messages to voters by highlighting part of the word “bureaucrats” on screen for several frames.

8. How do people decide? The Michigan Model (prospective model) Party identification Candidate characteristics Issue positions

9. Party Identification “Generally speaking, do you usually think of yourself as a Republican, a Democrat, and Independent, or what?” Persons who call themselves Republicans or Democrats are then asked: “Would you call yourself a strong (Republican, Democrat) or a not very strong (Republican, Democrat). Persons who call themselves Independents, answer “no preference,” or name another party are asked : “Do you think of yourself as closer to the Republican or to the Democratic party?”

10. Distribution of Partisans

11. Ideology and Partisanship

12. Functions of Party Identification Helps you organize and categorize information Perceptual Screen Helps you make value judgments. Is George Bush competent? Could Bill Clinton be trusted? Helps you make value judgments. Is George Bush competent? Could Bill Clinton be trusted? Influence Political Behavior Persons who are party identifiers are more interested in politics, more concerned about who wins the election, and more likely to vote. Persons who are party identifiers are more interested in politics, more concerned about who wins the election, and more likely to vote. party id is the most important determinant of the way people vote party id is the most important determinant of the way people vote

13. Origins of Party Identification Family/friendsSchoolMedia Life experience

14. Partisanship over time

15. Influence of Party Id