DOI: 10.5553/RP/048647002010052003004

Res PublicaAccess_open


Kandidaatkeuze in advertenties

Wat bepaalt wie aandacht krijgt?

Trefwoorden election campaigns, advertisements, agenda setting, content analysis
Toon PDF
Samenvatting Auteursinformatie Statistiek Citeerwijze
Dit artikel is keer geraadpleegd.
Dit artikel is 0 keer gedownload.
Aanbevolen citeerwijze bij dit artikel
Jonas Lefevere en Régis Dandoy, "Kandidaatkeuze in advertenties", Res Publica, 3, (2010):335-352

    In the run up to the elections, parties have several ways of communicating with voters. In the current paper, we focus on one piece of the puzzle: advertisements of political parties in the mass media. More specifically, we are interested in the choice of candidates within these ads. In countries where parties are the dominant actor, they are faced with a choice: not all candidates can be promoted in the campaign, as this would be too costly and inefficient. Thus, the first question we want to answer is what factors determine candidate choice in political ads? Secondly, does candidate choice in political ads have an effect on the subsequent coverage in media as well? Agenda setting research has shown that as far as issues are concerned, ads do set the media agenda. We investigate whether this also holds for candidate choice. The results indicate that both internal party hierarchy, as well as external visibility of candidates determines candidate choice in political ads. Furthermore, the agenda setting effect of political ads is confirmed as well.

Dit artikel wordt geciteerd in

Print dit artikel