The Super-Predator Effect: How Negative Targeted Messages Demobilize Black Voters

This article assesses whether messages that are framed to denigrate a politician or political entity in the eyes of a particular group – defined here as negative targeted messages – decreases Blacks' enthusiasm to vote. It also explores why such messages are effective at demobilizing Black voters. Using a survey experiment implemented on a nationally representative sample, the authors find that Blacks are less enthusiastic about voting when presented with evidence of racism within their preferred political party. Whites and Latinxs do not respond similarly to the same stimulus. The findings also demonstrate evidence that the effectiveness of negative targeted messages towards Blacks is driven by the treatment's ability to alter perceptions of party empathy. Overall, the results suggest that targeted negative messages can be effective at depressing Black turnout. However, parties may be able to counter this negative messaging with evidence of outreach to minority communities to demonstrate a greater sense of empathy.