| Article |
|---|
| Article name |
NEGATIVISM OF THE US 2016 ELECTION CAMPAIGN |
| Authors |
Davyborets E.. candidate of political sciences, associate professor, westlake@yandex .ги |
| Bibliographic description |
Davyborets E., Кштта O., Tantsura M. Negativism of the US 2016 election campaign // Transbaikal State University Journal, 2017, vol. 23, no. 2, pp. 59—66. |
| Category |
Politology |
| DOI |
324 |
| DOI |
10.21209/2227-9245-2017-23-2-59-66 |
| Article type |
|
| Annotation |
The article examines the presidential election campaign of 2016. The focus aimed at this aspect as the negativism of the race — the highest negative ratings of candidates and widely using in the election campaign of negative advertising and compromising. The purpose of this article is to explore the reasons for the negative pre-election ratings of candidates for presidency of the United States Donald Trump and Hilary Clinton. The object of the research is the presidential election campaign 2016. The subject of the research is the negativism of the campaign, its causes and characteristics.
Among the essential factors of negative ratings of the main competitors, the authors identify the features of the election campaign the United States, exposing the weaknesses of politicians; high requirements to the candidates for the presidency; polarization of the interests of people with sometimes diametrically opposed views on the development of the state. The campaign of personal attacks of its major rivals, including the widespread use of negative ads and incriminating evidence, has played a special role in the studied phenomenon. The negative tone of the race, set by D. Trump, was picked up by its main competitor and had become the dominant direction of the campaign: candidates relied not so much on its own presentation, much to the discredit of their competitors. The authors also analyze the features of anti-advertising, trying to create negative associations and stereotypes around the personality of the opponent. So, H. Clinton by negative publicity has appeared before the voters a mentally healthy person, attuned to the destructive policy, and is clearly not able to lead the state. In turn, H. Clinton together with her team carry out the «demonization» of Trump, presenting him as an unscrupulous, immoral politician, with no personal merit, as well as having no experience in public administration |
| Key words |
election campaign; candidates; voters; election technologies; political advertising; negative publicity; compromising; propaganda; manipulation of public consciousness; USA |
| Article information |
|
| References |
1.2016 Presidential Campaign Reveals Chilling Trend Lines for Civility in U.S. Politics (2016 Presidential Campaign Reveals Chilling Trend Lines for Civility in U.S. Politics): Zogby Analytics. 17.10.2016 Available at: https: //www.zogbyanalytics.com/news/757-2016-presidential-campaign-reveals-chilling-trend-hnes-for- civility-in-u-s-politics (date of access: 10.11.2016).
2. Eight Things We Learned in This Election (Eight Things We Learned in This Election): Gallup.
10.11.2016 Available at: http://www.gallup.com/opinion/polling-matters/197357/eight-things-learned-
election.aspx?g_source=WWWV7HP&g_medium=topic&g_campaign=tiles (date of access: 13.11.2016).
3. McCarthy J. Gallup. 25.05.2016 (Gallup. 25.05.2016) Available at: http://www.gallup.com/ poll/191858/americans-remain-pessimistic-state-moral-values.aspx?g_source=MORAL_ISSUES&g_ medium=topic&g_campaign=tiles (dare of access: 15.11.2016).
4. New Zogby Analytics Poll: Voters Overwhelmingly Say if Indicted by FBI Hillary Should Not Run for President (New Zogby Analytics Poll: Voters Overwhelmingly Say if Indicted by FBI Hillary Should Not Run for President): Zogby Analytics. 06.06.2016 Available at: https://www.zogbyanalytics.com/news/749-new-zogby- analytics-poll-voters-overwhelmingly-say-if-indicted-by-fbi-hillary-should-not-run-for-president (date of access:
08.10.2016).
5. Newport F., Dugan A. Gallup. 02.11.2016 (Gallup. 02.11.2016) Available at: http://www.gallup.com/ opinion/polling-matters/196988/americans-news-clinton-equals-emails.aspx?g_source=WWWV7HP&g_ medium=topic&g_campaign=tiles (date of access: 13.11.2016).
6. Part II — Post election poll results (Part II — Post election poll results): Zogby Analytics. 16.11.2016 Available at: http://www.zogbyanalytics.com/news/760-part-ii-post-election-poll-results (date of access:
17.11.2016).
7. Presidential Election 2016: Key Indicators (Presidential Election 2016: Key Indicators): Gallup Available at: http://www.gallup.com/poll/189299/presidential-election-2016-key-indicators.aspx?g_source= ELECTION_2016&g_medium=topic&g_campaign=tiles#main (date of access: 17.11.2016).
8. Riffkin R. Gallup. 28.06.2015 (Gallup. 28.06.2015) Available at: http://www.gallup.com/ poll/1 85927/ americans-trust-media-remains-historical-low.aspx?g_source=mass%20media & g_ medium=search&g_campaign=tiles (date of access: 01.11.2016).
9. Trump vs Clinton: Mr. Unfavorable vs Mrs. Unfavorable (Trump vs Clinton: Mr. Unfavorable vs Mrs. Unfavorable): Zogby Analytics. 30.03.2016 Available at: https://www.zogbyanalytics.com/news/731-trump- vs-clinton-mr-unfavorable-vs-mrs-unfavorable (date of access: 08.10.2016). |
| Full article | NEGATIVISM OF THE US 2016 ELECTION CAMPAIGN |
