Virtual Criticism: Negative Advertising on the Internet in the 1996 Senate Races

Abstract

This article assesses the nature and extent of negative advertising on the Internet in the 1996 U.S. Senate races. As a benchmark for comparison, the use of negative campaigning in other media is outlined. In the aggregate, the Internet is a medium disproportionately characterized by positive campaigning. On the other hand, the candidates with negative campaigning used it a lot. In exploring the rhetoric of negative campaigning, a theoretical distinction between superficially comparative and engagingly comparative is offered and applied to 1996 campaign sites. T he negative campaigning that does occur on the Internet is largely comparative but still falls short of engaged campaign rhetoric.