Kampanye Negatif

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Researchers: Richard R Lau, Ivy Brown Rovner
Publisher: Annual Review of Political Science (2008)

The past two decades have seen an explosion of social science research on negative political advertising as the number of political observers complaining about its use if not negative campaigning itself has also grown dramatically. This article reviews the literature on negative campaigning, what candidates are most likely to attack their opponent, under what circumstances, and most importantly, to what effect. We also discuss the many serious methodological issues that make studying media effects of any kind so difficult, and make suggestions for best practices in conducting media research. Contrary to popular belief, there is little scientific evidence that attacking ones opponent is a particularly effective campaign technique, or that it has deleterious effects on our system of government.We conclude with a discussion of whether negative political advertising is bad for democracy.

Kampanye Negatif

Dua dasawarsa terakhir telah diwarnai oleh semakin gencarnya penelitian ilmu sosial tentang iklan politik negatif sejalan dengan semakin banyaknya keluhan para pengamat politik terhadap penggunaan kampanye negatif. Penelitian ini mengkaji literatur tentang kampanye negatif, guna mengetahui cara apa yang paling efektif yang sering digunakan oleh para kandidat politik, dalam keadaan yang seperti apa, dan yang paling penting, apa pengaruhnya. Selain itu, terdapat juga pembahasan tentang banyaknya isu metodologis yang serius yang membuat penelitian tentang pengaruh media menjadi semakin sulit, dan menyumbang gagasan tentang praktek-praktek terbaik di dalam melakukan penelitian tentang media. Berbeda dari kepercayaan yang dipegang oleh sebagian besar orang, belum banyak bukti ilmiah yang menyebutkan bahwa kampanye negatif berpengaruh yang negatif terhadap sistem pemerintahan. Dari hasil pengamatan dan analisis, penelitian ini membuat kesimpulan berdasarkan pembahasan apakah iklan politik negatif berdampak buruk bagi demokrasi.

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