Campaign is a process through which politicians engage themselves to entice voters in bid to win votes from them during election. In history winning election has never been easy; therefore, at times politicians are seen to engage negative campaign against their opponents since it is deemed easy to convince the voters through negative campaign since peoples perceives bad news easily than good news (Fuentes, C. 1992)
Why politicians uses negative campaign
The simple argument for use of the negative campaign by the politicians is that, it is deemed to impact positively upon the politician’s political mileage. Telling voters about bad news about the opponent ideally has more impacts in politics than telling voters about what is good about yourself, this happens because the voters mostly thinks that, the politician is lying when he talks truth about himself, however this strategy may backfire on them since if the opponents treats this attack with kind and the voters identifies the truth.
Also, it is highly known that, human psychology is susceptible to forget positive circumstances more that the negative encounters, and therefore, happiness disappears easily than the sadness. It is therefore through these observations, that, politicians find incentive to use negative campaign to seek a competitive advantage against their political opponents. Through this strategy, the voters get fearful that, if they will elect the opponent there will be negative outcome, and through this the voters gets worried from supporting the opponents (Fuentes, C. 1992)
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