Negative Campaigning in a Multiparty System

Research in political campaigning in Scandinavian countries is inadequate, and research in negative campaigning is entirely non‐existent. A ‘negative campaign message’ is defined as an explicit critique of the political opponent. Applying this definition to the 2005 Danish election indicates that negative campaigning comprises a very limited aspect of the political campaigning in the course of this election. The opposition tends to employ negative tactics the most in their attempts to establish their political platform. The media provided extensive coverage to the few negative campaign messages, thus presenting a biased sense of the political campaign to the general public. This biased media coverage encourages parties to ‘go negative’ in their respective campaigns in the battle for media attention.