With the votes trickling in in the second midterm of Barack Obamas presidency there are two big questions looming…
What will the results of the election be and why they turned out that way?
While the votes may not be in. Many people are attributing this years election to an unparalleled negativity bias in the campaigns. We have seen a constant flow of attack ads, which have become more and more hateful and plentiful as well.
Midterms are naturally a referendum on presidential job approval, but with few other major issues for voters the election appears to be wholly about the president. And as an expected correlation with the polls, the trend was mostly negative.
This swing toward the negative is especially evident in television ads. Not only have we seen around 1 million ads. more than 46% of them have been negative.
Studies show that negative ads can actually boost voter turnout, as well as having more issue content in those particular ads.
North Carolina is leading the charge in the Senate race between Tillis and Hagan, that race yielding 67% negative ads.
All around tied for second are Kansas, Iowa, Colorado and Michigan. While all of these states are in the midst of contested races shouldn’t there me a referendum on the negativity??