- Peer-reviewed articles
- Other articles (without peer review system)
- Book chapters
- Edited books
- Conference papers
- Working papers
- Various (reports, unpublished manuscripts,...)
Publications | peer-reviewed article
Candidate Choice in Political Advertising: What Determines Who Gets Attention?
author(s) | Jonas Lefevere and Régis Dandoy
journal | World Political Science Review
publication year | 2011 volume | 7 issue | 1
keywords | Elections, Campaigns, Media, Content Analysis, Agenda Setting
abstract | In the run up to the elections, parties have several ways of communicating with voters. In this article, 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 advertisements. 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 which factors determine candidate choice in political advertisements? Secondly, does candidate choice in political advertisements have an effect on the subsequent coverage in media as well? Agenda setting research has shown that as far as issues are concerned, advertisements do set the media agenda. We use a content analysis of seven magazines and newspapers that was collected in the run up to the 2009 regional elections in Flanders, the largest region of Belgium. The results indicate that both internal party hierarchy, as well as external visibility of candidates determines candidate choice in political advertisements. Furthermore, the agenda setting effect of political advertisements is confirmed as well.
more info | email@example.com