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- Title
Defending Negativity? Evidence from Presidential Campaigns in Taiwan.
- Authors
Sullivan, Jonathan
- Abstract
This article presents an empirical analysis of TV and newspaper advertising across four presidential election campaigns in Taiwan. The findings suggest that although there are high levels of negativity, negative claims are a potential source of substantive information for voters. The findings support theoretical expectations derived from work in the US, and confirm that negative advertising can be a prevalent mode of campaign communication in non-western, newer democracies.
- Subjects
TAIWAN; POLITICAL advertising; COMPARATIVE advertising; POLITICAL campaigns; NEGATIVE campaigning; PRESIDENTIAL elections
- Publication
East Asia: An International Quarterly, 2009, Vol 26, Issue 4, p305
- ISSN
1096-6838
- Publication type
Article
- DOI
10.1007/s12140-009-9094-z