Books by Kerwin C. Swint

One of the most closely-watched and controversial aspects of modern political campaigning is the use of negative, attack tactics. This book examines the role played by negative campaigning through a national survey of professional political consultants.

Americans have a love-hate relationship with negative campaigning, claiming to despise it and ranting about how it turns off the electorate, while at the same time paying an increasing amount of attention to negative ads and tactics during ever-lengthening campaign seasons.