The New Era of Negative Campaigns

The video discusses the prevalence of political mudslinging and the negativity bias that makes negative messages more impactful. It examines the role of negative ads in influencing voter turnout and introduces psychographic targeting, a method used to tailor political messages based on personality traits. The video also highlights the controversial use of psychographic data in the 2016 U.S. presidential election by Cambridge Analytica. Finally, it offers strategies to protect oneself from manipulation by targeted ads, emphasizing the importance of critical thinking and verifying information.

Why do negative political messages tend to have a stronger impact on people compared to positive ones?

• They are more entertaining.

• They are easier to remember.

• They are more frequently shared on social media.

• They align with our survival instincts.

What was the percentage of negative televised ads during the 1960 US presidential campaign?

• 50%

• 20%

• 70%

• 10%

How can attack ads influence voter turnout?

• By affecting people's confidence in their candidate.

• By encouraging people to vote early.

• By changing people's political beliefs.

• By making people switch parties.

What is the main difference between demographic and psychographic targeting?

• Demographic targeting focuses on age, while psychographic focuses on income.

• Demographic targeting is more accurate than psychographic targeting.

• Demographic targeting uses social media, while psychographic uses TV ads.

• Demographic targeting is based on location, while psychographic is based on personality traits.

What was a significant event that highlighted the use of psychographic targeting in political campaigns?

• The 2008 US presidential election.

• The 2012 US presidential election.

• The 2020 US presidential election.

• The 2016 US presidential election.

Which company was involved in a scandal related to psychographic targeting during the 2016 US presidential election?

• Twitter

• Cambridge Analytica

• Facebook

• Google

What is one way individuals can protect themselves from being manipulated by targeted political ads?

• Ignore all political ads.

• Avoid using social media.

• Share less personal information online.

• Vote for independent candidates.