negative campaigning

Negative campaigning involves candidates highlighting the flaws, mistakes, or unfavorable traits of their opponents rather than focusing solely on their own policies or strengths. Its goal is to sway voters by emphasizing reasons to oppose the opponent, often through criticisms or highlighting past actions. While it can inform voters about important issues, it is sometimes criticized for fostering hostility or oversimplifying complex issues. Ultimately, negative campaigning aims to influence election outcomes by shaping public perception of opponents, rather than promoting a candidate’s own positive qualities.