Negative political advertising is a relatively new concept compared to the history of politics in our nation; the first attack ad aired in 1964. In the years following, there has been a plethora of quantitative research on negative political advertisements viewed on television. However, since the advent of the Internet and the rise of social media, there have been very few studies conducted to examine the effects of the negative advertising when posted on these new media. I have decided to conduct a qualitative study with young voters in order to analyze how they are interacting with political advertisements through social media.

Links to Project Materials:

Newhouse School of Public Communications 2020, Social Science Projects 2020, 2020