Does negative campaign advertising stimulate uncivil communication on social media? Measuring audience response using big data
Publication: Computers in Human Behavior, 368-377, 2017
Abstract
Using the 2012 presidential election as a case study, this work set out to understand the relationship between negative political advertising and political incivility on Twitter. Drawing on the stimulation hypothesis and the notion that communication with dissimilar others can encourage incivility, it was predicted that (
How to Cite
Hopp, T., & Vargo, C. (2017). Does negative campaign advertising stimulate uncivil communication on social media? Measuring audience response using big data. Computers in Human Behavior, 68, 368–377. https://doi.org/10.1016/j.chb.2016.11.034
Version and Rights
This is the author preprint. For the final published version, see the DOI above.