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Kandidaatkeuze in advertenties

Wat bepaalt wie aandacht krijgt?

Trefwoorden election campaigns, advertisements, agenda setting, content analysis
Auteurs Jonas Lefevere en Régis Dandoy
Auteursinformatie

354892 Jonas Lefevere
Jonas Lefevere (1981) is doctoraatsstudent en lid van de onderzoeksgroep Media, Middenveld en Politiek (M2P) aan de Universiteit Antwerpen. Zijn voornaamste onderzoeksinteresses zijn verkiezingscampagnes en hun effecten, en onderzoek naar publieke opinie.

354895 Régis Dandoy
Régis Dandoy (1977) is onderzoeker aan de Université Libre de Bruxelles. Zijn voornaamste onderzoeksinteresses zijn Belgische en Europese politiek, agenda setting en federalisme.
  • Samenvatting

      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.

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