There are two targeting objectives for an election campaign: mobilizing core voters and chasing undecided voters. According to most previous research negative campaigning exclusively fulfils a chasing function; parties use it to convince swing voters. The article argues that parties consider the mobilization of core voters as a second important function of negative campaigning. It is based on interviews with party campaign officials and a content analysis of election newspaper advertisements and press releases from the 2011 and 2015 Swiss National Council elections. The interviews and the analysis of parties' attack behaviour show that, not only do parties use negative campaigning also for mobilizing purposes, but in the analysed Swiss elections it seems to be a more popular strategy than chasing.

No abstract

Party–group relations are today characterized by various forms of alignments. These include the persistence of traditional class alignments, the realignment of economic groups due to identity politics and alignments of groups at the centre of identity politics. This study analyses the group-based messaging of parties in relation to these three groups. We argue that, contrary to the catch-all party thesis, positive and negative group appeals of parties are (still) structured by parties’ support among social groups and by groups either liked or disliked by their voters. Our argument is tested through a content analysis of election materials in Germany, Switzerland and the Netherlands, combined with survey data. The results indicate that group appeals are indeed shaped by electoral support among social groups and attitudes towards them. Results also suggest that the former effect is present for traditionally aligned economic and identity politics groups, but not for realigned economic groups.