Is focusing on negatives the right and proper thing to do?

I’ve written an article, which features in the paper edition of today’s Campaign magazine, about negative campaigning.

I argue that very often negative campaigns are both more truthful and issue-focused than positive campaigns and that if those seeking to persuade voters around election time were limited to positive messaging the electorate would be less informed when they entered the polling booth.

You can read the full article here: http://www.campaignlive.co.uk/article/negative-political-campaigning-when-works-when-backfires/1395192