Definition
It includes attack ads, critical speeches, opposition research, contrast messaging, and claims about competence, character, or policy.
Political Dictionary
Negative Campaigning
Negative campaigning is an electoral strategy emphasizing an opponent’s weaknesses.
Why It Matters
It can inform voters about meaningful differences but may also increase cynicism or misinformation.
How It Works
Campaigns identify vulnerabilities, test messages, and communicate criticism while managing legal and reputational risks.
History
Negative campaigning has been present since the earliest contested U.S. elections.
Example
A challenger may argue that an incumbent failed to control spending.
Common Misconceptions
- Negative campaigning is always unethical.
- Contrast advertising is never negative.
- Only losing campaigns criticize opponents.
Related Terms
Related Topics
See Also