This study investigates the intersection of racial bias and negative campaigning in shaping voter preferences during local elections. While overt prejudice has declined in many democratic societies, implicit racial attitudes continue to influence electoral outcomes in nuanced ways. Through a mixed-methods approach combining experimental survey data and content analysis of campaign materials, the research reveals how negative messaging—especially when racially coded—can subtly activate bias among voters without explicit racial appeals. Findings indicate that minority candidates are disproportionately affected by such strategies, often experiencing diminished voter support when targeted by negative campaigns. These results underscore the persistent role of race in local political dynamics and the ethical implications of campaign strategies in democratic societies.

Racial bias, negative campaigning, local elections, implicit attitudes, voter behavior, political communication, minority candidates, electoral strategy

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