Perceived negativity in British general election communications

Abstract

British parties – and their candidates – frequently engage in the use of negative messaging. While previous studies shed light on the frequency and source of such messages, we know less about how negative messages are received. In this research note, we present the results of a pilot survey designed investigate perceptions of the different types of messages that political elites use to discuss their opponents. Our preliminary results suggest that there is significant variation in the perceived negativity of messages, with messages referencing specific individuals being more likely to be perceived to be negative.