scholarly journals Political Communication, Television Advertising and Elections in Brazil: A Longitudinal Analysis of Two Major Parties’ Use of Free Electoral Advertising Time

2021 ◽  
Vol 15 (3) ◽  
Author(s):  
Michele Massuchin ◽  
Fernanda Cavassana ◽  
Emerson Cervi
Keyword(s):  
Political Communication ◽  
Longitudinal Analysis ◽  
Television Advertising

scholarly journals Emotionalization and Privatization of Political Communication on Facebook

2021 ◽  
Vol 11 (22) ◽  
pp. 3-23
Author(s):  
Milica Vučković ◽  
Tanja Oblak Črnič
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Quantitative Analysis ◽  
Political Communication ◽  
Longitudinal Analysis ◽  
Private Life ◽  
Personal Life ◽  
Political Issues ◽  
Emotional Appeals ◽  
Political Figure

Social media are usually accused of being one of the major forces for personalization of ‏political communication and consequently for depolitization of recent politics. However, personalization ‏seems to stimulate certain users to pay more attention to political issues and to act more responsively to ‏such highly personalized political profiles. This article presents the results of a longitudinal analysis of ‏online presence of Barack Obama to assess his political communication through Facebook. It also answers ‏if presence of emotional appeals and private life cues in the posts have any effect on users’ responses in‏ terms of numbers of their likes, comments and shares. Based on a quantitative analysis of 2804 Facebook ‏posts, published in the period from 2008 to 2016, the results of content analysis revealed that Obama ‏used his Facebook fan page almost exclusively to communicate about political issues instead of his ‏personal life. The analysis also confirmed that a smaller number of posts, which contained emotional ‏appeals or cues from private life had significantly higher numbers of users’ responses than posts that ‏were not emotionalized or privatized. While personalization of Obama’s political figure is part of a wider‏ debate, this study confirms that the presence of private cues and emotional appeals stimulates greater‏ responsiveness from Facebook users.

“It’s time”: revolution and evolution in Australian political advertising

2016 ◽  
Vol 8 (3) ◽  
pp. 375-395
Author(s):  
Leanne White
Keyword(s):  
Political Communication ◽  
Cultural Influences ◽  
Political Advertising ◽  
Television Advertising ◽  
The Body ◽  
Advertising Agencies ◽  
Content Type ◽  
Television Advertisements ◽  
Main Components ◽  
The Individual

Purpose The purpose of this paper is to examine two significant political advertising campaigns which used the “It’s Time” slogan and to reflect on how these related to official, popular and commercial nationalism in Australia. The paper is primarily concerned with two main issues: identifying and examining the variety of images of Australia in two key television advertisements, and exploring the methods by which advertising agencies created positive images of Australia and Australians in the two campaigns. It specifically highlights the significance of the “It’s Time” campaign, which is relevant for scholars and advertisers seeking to understand effective political communication. Design/methodology/approach This paper examines television advertisements by using semiotics as the principal methodology. The research methodology devised for the advertisements consists of two main components: a shot combination analysis, also known as a shot-by-shot analysis, and a semiological reading of the visual and acoustic channels of the advertisement. Findings This paper examines the use of commercial nationalism in television advertising. As one of many social and cultural influences, advertisements assist the individual in understanding their notion of themselves and their relationship with the wider community – be it local, national, regional or global. The primary focus of this research is the phenomenon of commercial nationalism – the adoption of national signifiers in the marketplace. However, by examining the more general discourse on nationalism, particularly the voice of official nationalism – the promotion of nationalism by the nation-state (or those aspiring to power), the symbiotic relationship between these two complementary brands of nationalism is explored. Originality/value The methodology adopted for analysing the two political advertising campaigns offers conceptual and practical value. It provides a consistent set of terms and concepts for further research to build upon. The paper provides insights for the marketing or examination of advertising campaigns. The paper demonstrates the power of market research to inform a framing strategy for a political campaign. The paper contributes to the body of knowledge in this area and thus society’s understanding of these important periods in the nation’s history. In particular, the paper provides an exploration into the “It’s Time” campaign and how it mobilised a broader cultural awakening to engineer success at the ballot box in 1972. The two case studies examined in this paper are relevant to political scientists and media and communication scholars.

The Professionalization of Political Communication? A Longitudinal Analysis of Dutch Election Campaign Posters

2011 ◽  
Vol 56 (2) ◽  
pp. 135-150 ◽  
Author(s):  
Rens Vliegenthart
Keyword(s):  
Political Parties ◽  
Political Communication ◽  
Longitudinal Analysis ◽  
Party Leader ◽  
Election Campaign ◽  
Political Issues ◽  
Visual Elements ◽  
Time Changes ◽  
Scientific Treatment ◽  
Over Time

This article provides an analysis of Dutch election posters in the period from 1946 to 2006. Based on the literature on the professionalization of political communication, several hypotheses are formulated regarding changes in textual and visual elements of those posters. These hypotheses focus on over-time changes in the presence and prominence of the party leader and party logo’s as well as references to specific political issues and ideology in these posters. In total, 225 posters for 23 parties in 19 elections are analyzed. Results reveal that changes in visual elements are in line with the hypotheses, with an increased use of party logo, an increasing presence and prominence of the party leader, and a decreasing focus on ideology. The textual parts of the posters, however, show no or opposite trends. The results call for a more nuanced scientific treatment of the consequences of the professionalization of political communication and demonstrate the necessity to analyze both visual and textual elements of political parties’ communication.

scholarly journals Personalised, de-ideologised and negative? A longitudinal analysis of campaign posters for German Bundestag elections, 1949–2017

2019 ◽  
Vol 34 (3) ◽  
pp. 267-285 ◽  
Author(s):  
Dennis Steffan ◽  
Niklas Venema
Keyword(s):  
Political Parties ◽  
Political Communication ◽  
Longitudinal Analysis ◽  
Regression Analyses ◽  
Negative Campaigning ◽  
Bundestag Elections ◽  
Quantitative Content ◽  
Societal Changes ◽  
German Bundestag ◽  
Western Democracies

Faced with fundamental societal changes such as partisan dealignment and mediatisation, political parties in Germany as well as in other Western democracies professionalise their communication. Drawing on the concept of professionalisation of political communication, the present study investigates changes of campaign posters for German Bundestag elections from 1949 until 2017 with regard to personalisation, de-ideologisation and negative campaigning. By using a quantitative content analysis of visual and textual elements of campaign posters ( N = 1,857) and logistic regression analyses, we found an increase in visual personalisation and in visual ideologisation. However, no upwards trend was detected regarding negative campaigning across the four phases of political campaigning. Moreover, we found no empirical evidence for an increasing textual personalisation or textual de-ideologisation. All in all, the findings of this longitudinal analysis indicate an increasing visualisation of political communication.

Campaigning Online: Web Display Ads in the 2012 Presidential Campaign

2016 ◽  
Vol 49 (03) ◽  
pp. 414-419 ◽  
Author(s):  
Andrew O. Ballard ◽  
D. Sunshine Hillygus ◽  
Tobias Konitzer
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Online Advertising ◽  
Television Advertising ◽  
Presidential Campaign ◽  
Communication Strategy ◽  
Political Campaigning ◽  
Policy Content ◽  
Website Content ◽  
Online Web

ABSTRACTAlthough much of what we know about political advertising comes from the study of television advertising alone, online advertising is an increasingly prominent part of political campaigning. Research on other online political communication—especially candidate websites, blogs, and social media—tends to conclude that these communications are aimed primarily at turning existing supporters into campaign donors, activists, and volunteers. Is a similar communication strategy found in online display ads—those ads placed adjacent to website content? In one of the first systematic analyses of the nature, content, and targets of online display advertising, we examined 840 unique online display ads from the 2012 presidential campaign. We show that the policy content, ad location, and interactive elements of the ads varied based on the audience, with persuasive appeals aimed at undecided or persuadable voters and engagement appeals aimed at existing supporters. Comparing ad content across candidates also found that each side focused on those issues for which the candidate had a strategic advantage. As a consequence, and in contrast to the conclusions of previous research that examines television advertising, we found minimal issue engagement in online advertising.

Sign in / Sign up

Export Citation Format

Share Document