November 2012
A supplement to Eagle Newspapers
What is most important to you in the 2012 Presidential race? The growing national debt, the deficit, the employment situation and expensive government programs like Obamacare are all interrelated and of great concern to me. Hugh Kimball, Lysander
He said, she said
Women’s rights! I don’t need to be just another woman in a binder to my president! Jill Scarson, Brewerton The most important issue is that we continue to move forward with our progress and not backward. We can’t sacrifice women’s health and their right to choose. We can’t sacrifice Medicare and turn it into a voucher system. We can’t look at our country like it’s a business where the bottom employees are expendable and the top receive tax cuts and loopholes. We have to look at ourselves like neighbors and realize that those who are comfortable wearing white ties are not those who should be in charge of making policy decisions for the people who struggle to make $50 in groceries last two weeks or more. Mary Manning, Auburn We need to get some control over our federal budget before it sinks us. They’re spending 40 cents more than they’ve got every year. We’ve doubled our debt in just four years; that cannot continue to go on without putting someone in bankruptcy. George Puzey, Cazenovia Health care and diplomacy/foreign policy are equally important to me. Katie Higgins, Syracuse Without question, the economy. We must eliminate the crushing debt and restore the ability of the free market to grow and create jobs. Don Laxton, Camillus Education, foreign policy. How much longer should we stay in Afghanistan? Thomas Halleck, West Genesee Class of 2005 (now lives in Long Beach, NY) Jobs and health care.
Suzanne Stene, Fayetteville
Women’s issues and prevent any loss of rights or erosion of ground gained over the last several decades. Equal pay, right to choose pregnancy, contraception, termination, equal medical treatment, freedom from violence (sexual, domestic or otherwise), the right to be heard and believed. Dorothy Abrams, Clyde (born and raised in Skaneateles) Immigration and education. We need to pass the DREAM Act. If people wouldn’t have a predetermined mindset about what Latino immigrants do for this country then it will happen. And education because it’s the future of not only this country but of the planet. Arnim Amador, Syracuse Current lack of foreign policy. Apologetic president — USA outspends every other nation in foreign aid, military protection, and humanitarian assistance. We have nothing to apologize for. Misinformation (read: lies) on the Benghazi terror attack. The administration’s inability to deal with our allies and foes internationally in a proactive and intelligent way. Barb Lukowski, Auburn Good, sound decision-making — not driven by obscure, wellfunded special interests, but by common sense and what is right for the country as a whole. A guy can dream, can’t he? Toby Millman, Sklaneateles I think for me, it’s healthcare and job creation. Healthcare needs to be made more affordable and people need access to quality healthcare. We need to keep moving in that direction. Of course, job creation is self-explanatory. Barbara Clarke, Cazenovia
Negative campaign ads and the 2012 election By Sarah Hall You’ve all seen the commercials: Dan Maffei’s campaign accusing Ann Marie Buerkle of colluding with Todd Akin to redefine rape. Buerkle’s ad lambasting Maffei for giving bonuses to his staff with taxpayer money. The commercial referring to Maffei as “D.C. Dan.” The one that makes Buerkle look like a hag. Negative campaign ads have come to dominate the election cycle, to the point where many dread turning on the television. Why do so many politicians undertake this campaign strategy? And more importantly, is it effective? “When it is based on true actions, it is fine and even necessary,” said Donna Marsh O’Connor of Liverpool. “When it is based on lies and involves name-calling, it degrades our civil society. We cannot always simply promote the positive qualities of a candidate. Sometimes it really is about the problems with a candidate. It is essential to represent those problems without creating larger ones in the process.” But Stephanie Piston of North Syracuse said they left her annoyed. “How do we teach respect to our children when the politicians don’t treat each other with respect?” Piston said. “And it is plastered all over on the television and radio? My kids are asking questions and sometimes I am at a loss to answer them when it comes to these ads.” Her comments were echoed by Joelle Litz of Liverpool. “I feel like the negative ads turn people off from voting,” Litz said. “Who wants to vote for a person that tries to make himself look better by trash talking his opponent?”
Effective in moderation
A new study by Juliana Fernandes, assistant professor of strategic communication at the University of Miami School of Communication, shows that these kinds of ads can be effective if they’re shown in moderation; massive exposure to a negative ad has a backlash effect on the people’s perceptions of the sponsoring candidate. “People will be more likely to appreciate and vote for the candidate who is sponsoring the negative advertisement if the ad is presented in a spaced-out manner, over time,” Fernandes said. “A candidate who doesn’t have a large budget for political advertising can use the same advertising over and over again, but in a way that is more strategic.” In the study, university students participated in two separate tests. First, 150 participants watched the repetition of a 30-second negative political ad of candidates the participants didn’t know (one, three, or five exposures). The ads were presented sequentially, characterizing the presentation as “massive.” According to the results, the participants were most likely to vote for the candidate when
they saw the ad three times, and least likely to vote for them when they saw it five times. In the second test, 306 university students watched advertisements for unknown candidates within a 30-minute television program, with varying time intervals between ad repetitions. Afterwards, participants filled out questionnaires to evaluate the sponsor and the attacked candidates as well as the likelihood of voting for them. According to the results, when there is a larger time intervals between ad repetitions, viewers were more likely to favor the candidate sponsoring the ad and more likely to dislike the candidate the ad chastised. This was true even with increased repetition, suggesting that the sponsor candidate can avoid the backlash effect by allowing larger time intervals between ad exposures. “In my study, I show that negative political ads do work under certain conditions,” Fernandes said. “I think they can help the political process because people can look at some facts, process the information more carefully, and later on — when people cast their votes — they can make an informed decision.” Fernandes said she plans further investigations in the future, including what happens when there are repeated negative and positive political ads and when there are negative ads sponsored by opposing candidates. She would also like to analyze the possible effects of individual variables, such as gender and party affiliation.
Voter suppression by character assassination
Even when ads are not shown in moderation — and it certainly seems they aren’t here — political experts say they can have an impact on a campaign. Dr. Grant Reeher, professor of political science at Syracuse University’s Maxwell School of Citizenship and Public Affairs, said negative campaign ads follow two paths. “There are contrast ads, where you talk about a position that you have taken, or part of, if you’re the incumbent, your record, and you contrast that with the position that the other person has taken, or you contrast your position with the other person’s voting record, depending on who’s the challenger and who’s the incumbent,” Reeher said. “And the idea there is that you’re hoping and you’re assuming that more people are going to agree with your position than theirs, and you’re pointing that out.” The more controversial ads can be characterized as attack ads, Reeher said. “Sometimes those can be framed in terms of a vote that someone took or a position that they took, but you have to sort of say, ‘What is the message of this ad? What is the ad trying to tell me? What are the visuals, the tone of the music, and also the tone of the information that’s provided?’” he said. “Basically, what the ad is trying to say is, ‘This person is not a good person in some way,’ on the grounds of some kind of value that is either stated or implied. There’s a certain type of negative ad where one person is saying about the other, ‘This person’s got some kind of character problem.’” see Negative, next page