Abstract

ECHEVERRIA, Martín. Why do candidates attack? Explanatory factors in negative television political advertising. Comun. soc [online]. 2020, vol.17, e7573.  Epub Aug 30, 2021. ISSN 0188-252X.  https://doi.org/10.32870/cys.v2020.7573.

Facing the concern of increasing incivility in political campaigns, we present a content analysis of negative advertising broadcast in four Mexican presidential elections, to explain the factors that shape their treats and likelihood of emission (2000 to 2018, N=108). Three factors are significant: competitiveness of the elections raises the likelihood of attacks; strict regulation makes them subtler, and party ideology determines the tactics followed.

Keywords : Political advertising; negative campaigns; spots; elections; Mexico.