Voter perception of mud‐slinging in political communication

Respondents perceived mud‐slinging to be “personal” attacks on a political opponent. As expected, they cited name‐calling, attacks on an opponent's family, and distorted charges as mud‐slinging. But a majority of respondents also identified as mud‐slinging references to an opponent's voting record, broken campaign promises, rumors on health and financial dealings, and the use of harsh language.