Negative Ads have become Political Dialog

Just when people thought politics couldn't get much worse, the 2012 presidential election managed to pump $6 billion dollars worth of negative ads across television, radio, print and the Internet. Some estimates claim that more than 80% of all political ads this year were negative nature. Worse than this though, the downward spiral of political discourse is taking the rest of the media with it - tarnishing the image and credibility of everyone involved.

If you don't have anything nice to say...

Perhaps it is to be expected that with the dual influences of the campaign spending explosion triggered by the Supreme Court "Citizen's United" Campaign Finance decision and the still sluggish economy that the election advertisements would be overwhelmingly negative. Even with those rationalizations though, it was still hard to watch. One wonders if any election these days can elevate itself beyond the level of mutual character assassination. Even more to the point though is whether any meaningful political dialog can occur in these types of environments.

Does this seem silly, well, don't the other negative ads seem goofy as well?

First we need to make a distinction regarding negative ads and let's say attack ads. Perhaps such a distinction is not formally recognized but for the sake of argument let's contrast these two types of combative ads:

1. The Traditional Negative Ad - It is first and foremost a personal assault. The personality of the candidate is under fire; the types of charges leveled can include ideology but the main thrust of the strategy is to tarnish the character of the candidate. These ads are part of the main dialog between the candidates - in fact this year - nearly all of the dialog has been negative.
2. The Proxy Attack - The proxy attack is something that's been around for a long while but has now taken on new dimensions given the virtually unlimited influx of cash and special interests participation. The proxy attack allows a much wider variety of attacks and all sorts of related propaganda. Since these ads are not officially linked to the campaigns there is little or no restraint or responsibility shown. 

Both types of ads have been around since political advertising began. The problem of course is not the existence of these types of ads but rather our increasing reliance on them to convey the majority of our national political dialog (at least during election cycles). Neither of these types of ads is concerned with or does a good job of actually establishing a dialog. The Voters have a right to know what the differences are between those who would represent them.

Ads like this are quite simply embarrassing the nation...

What seems clear is that the Negative Ad is gaining momentum and is becoming the primary form of all political advertising and perhaps the primary form of all political dialog. Positive advertising is relatively rare as candidates seem hesitant t talk about what if anything they intend to do if elected. So, why do politicians seem to be moving en masse to the least civilized of the available options? Well - they think Negative Ads (personal assaults) work. Do they, really?

It's hard to quantify that answer given that other factors are usually involved. Someone who outspends their opponent 3 to 1 and uses negative advertising and wins could point to the money, the ads or both as the keys to victory. What does seem clear is that negative advertising turns people off - first towards the candidate being targeted, next towards the candidate making the attack and lastly towards the entire unpleasant process. Eventually these people become turned off altogether and stop voting or participating in politics at all. And that in itself may be a victory for someone.

This parody managed to capture most of this campaigns core themes - that kinda of scary...

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