Are Political Attack Ads Winning in Montana?

We're in the thick of campaign season and for me, this is my first time experiencing this time of year in Montana.

But I have just one question: "Can't we all just get along?"

Election Season in Great Falls: Are Candidates Taking It Too Far?

Before I give you my email to share your thoughts, here's your waiver: This is NOT about any one specific candidate or all candidates.

That said - I have seen a few different messages from candidates in the community that are riddled with accusations, false information, and even some name-calling.

Now, I understand people get competitive and of course, I understand how someone would get defensive if someone attacked them first... but what is this all about in the first place? What are we, the voters, supposed to be thinking about when selecting a candidate?

Are we supposed to support the candidate with the "sickest burn" of their opponent? Or should we be looking at the candidate's own platform and promises if they're elected?

Why Are Political Attack Ads So Popular?

Someone has to "fire the first shot", right? So, I got to wondering: "What is the science behind an attack ad?"

First, and this is going to be a bummer for some to hear: they work.

An experiment took place among a group of voters with two attack ads shown to them as reported by the Association for Psychological Science and the LA Times. Voters "disliked" both ads but it was reported those attack ads "stuck" subconsciously, leaving voters with negative impressions of those candidates. They were even "activated" or triggered by words in the ad that included "weak", "lightweight", and even "terrorist."

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According to the APA and a 2005 piece in the American Journal of Political Science, researchers discovered "campaign ads that make people feel fear — with ominous music and grainy images of drugs and violence — caused people to seek more information and remember more facts from a newscast aired afterward."

In contrast, studies have shown that voters have a decreased interest in learning about candidates shown in positive, uplifting, self-promoting ads. It seems as though voters would rather verify or research something negative that they read or saw about a candidate.

The Art of 'Negative Campaigning'

Another reason candidates might resort to attack ads is to establish an image of their opponent before their opponent can.

But again - is this the right way to go about things?

And look, I get it - political attack ads are nothing new and probably as old as U.S. politics as a whole.

As a matter of fact, "negative campaigning" as it's called, is a strategy that is taught by political consultants.

Teachings include the "differences between issue attacks and character attacks, how and when criticism of the opponent should be implemented, and which media should be used to deliver attack messages."

And I'm about 99% sure we're only scratching the surface of it all today.

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Then there's the whole legality of it all. Candidates have to be extra careful that they don't stray too far and find themselves in the middle of a defamation suit.

Are There Too Many Personal Attacks in Great Falls Politics?

As we continue to go through election season, there's no doubt that we'll continue to see and hear attack ads. It's part of the game and it would be naive for me to think they'll just disappear.

Again, this isn't about a specific or all candidates, there are actually some good candidates out there. Candidates who don't attack their opponent, don't go through media mediums to attack others, and there are some who choose not to acknowledge their opponent at all.

Whether or not their policies align with your interest should obviously be a priority but:

Should the way a candidate treats a fellow citizen running for office also hold some weight?

Then again, these are just my opinions. Thanks to the freedoms we're afforded in this country, I can not only express that... but like everyone else, can cast my vote for anyone for whatever reason I choose.