A lot of what we are hearing and seeing on many political ads is simply unacceptable mudslinging. We all are exposed to too many negative statements in ads, debates and written political releases.
What makes one political message feel hard-hitting, but truthful, while another seems negative? The negative one has a message that is false and misleading about its facts. It may be partially true or not true at all, and is made to influence voters against a candidate or a political party, by saying negative, untrue statements. Typical negative remarks impugn a political candidate’s character.
Negative ads are with us, because for a long time they have seemed to work, in turning voters away from targeted candidates. But this year, the negative tones are so bad that many of them make you want to hold your nose and your votes, from the persons running them. In addition to dishonest ads, candidates are insulting each other verbally, and using inappropriate, offensive language about candidates or elected officials from opposition parties. In the Governor’s race in California, for example, a staff member of former governor Jerry Brown allegedly called his female competitor, former E-Bay CEO Meg Whitman, a whore. It was not part of a campaign ad, but it was a mean-spirited remark and it grown into a major issue.
In an article this week, a Pennsylvania newspaper reported that a congressional House candidate in the 8th district of Pennsylvania was attacked, in radio ads, by the American Federation of State, County and Municipal Employees. The ad alleged that the candidate had given himself a $20,000 raise when he was a County commissioner. The paper reported that, “In reality, the $20,000 came over a 10-year period as part of annual cost of living adjustments.” The ad was apparently not only devious in its negative statement, but the aggrieved party may get more votes as a result of this misleading statement. This year the negative ads are slimier than ever. Every time an ad runs on TV for a candidate, lately, the opposing candidate’s ad runs a minute later. Each side is calling the other a liar.
In Maine, you can sometimes pick up radio ads from Massachusetts. Some of the congressional races are so bitter and antagonistic that you wish both sides would go off the air. Even in Maine, where we usually have better manners, some of the ads are going too far, though in general, they are not as bad as those running in other parts of the country. Accusations are made about things people did when they were teenagers, or in college. These so-called “facts” are brought up to sway your judgment of candidates, later in life, after they have matured. Attack ads continue both against incumbents and challengers, as they battle down to the mid-term election date. Many donors, who fund the mainly unknown groups which support these questionable negative ads, are also unknown. Congress needs to act to assure that we have transparency in these ads. We should be able to learn who the donors are, who fund political messages. Voters need to be able to determine the integrity, fairness and ethics of communications to voters, so that they can properly make and informed judgments about the candidates. In essence, we need to know what people stand for, by facts, not half truths, misrepresentations or negative statements. A process that allows winning at any cost imposes a terrible burden for our democracy to carry in the future, if they do not have integrity in their statements. Our political candidates need to state their views, in a positive basis, on what they will do or support for their constituents, regardless of political affiliations. Voters need leaders to act with good judgment, to do the right thing for their constituents and our great nation.
We can each make a difference. We can refuse to vote for people who run overly negative or deceptive ads, or who campaign largely by insulting their opponents. We can stop the attack ads, half truths and negative ads by speaking out with our votes in November.
— Bernard Featherman is a business columnist and past president of the Biddeford-Saco Chamber of Commerce. He can be reached by e-mail: bernard@featherman.com.
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