Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2017 | nr 14 | 47--62
Tytuł artykułu

Negative Political Communication in Online Video Advertisements: Case Study of 2016 Lithuanian Parliamentary Election

Warianty tytułu
Języki publikacji
In the course of election campaigns politicians and political parties try their best to highlight their most favored topics that would help them draw public attention and increase people's regard for specific political figures. In contrast to the positive communication content announced during an election campaign, candidates sometimes choose negative messages that focus on their opponents' weaknesses (real or imagined) rather than the strengths of the candidates announcing those messages. The goal of this research is to identify the forms and means of negative communication used in political video advertisements during Lithuanian parliamentary election of 2016. To achieve our goal, we analyze the political video advertisements that were categorized as negative communication. We categorize and analyze the advertisements by using concepts of forms of negativity and targets of negativity.Our findings suggest that negative communication is being used by Lithuanian political organizations, but positivity is still dominant in political video advertisements. Despite that, negative aspects of communication are used by different parties, in different and diverse forms and targets. (original abstract)
Opis fizyczny
  • Vilnius University, Lithuania
  • Vilnius University, Lithuania
  • Vilnius University, Lithuania
  • Baumgartner, J. (2013). Internet Political Ads in 2012: Can Humor Mitigate Unintended Effects of Negative Campaigning? Social Science Computer Review, 31(5): 601-13.
  • Borrell, A., & Dakhilia, J. (2017). Political Advertising in France: The Story and Effects of a Slow Liberalization. In: Ch. Holtz-Bacha & M. R. Just, Routledge Handbook of Political Advertising. New York, NY: Routledge.
  • Broockman, D. E., & Green, D. P. (2013). Do Online Advertisements Increase Political Candidates' Name Recognition or Favorability? Evidence from Randomized Field Experiments. Political Behaviour, 36(2): 263-89.
  • Foot, K. A., & Schneider, S. M. (2006). Web Campaigning. Cambridge, MA: The MIT Press.
  • Fridkin, K. L., & Kenney, P. J. (2004). Do Negative Messages Work? The Impact Of Negativity On Citizens' Evaluations Of Candidates. American Politics Research, 32(5): 570-605.
  • Johnson-Cartee, K. S., & Copeland, G. (1997). Manipulation of the American Voter: Political Campaign Commercials. Westport, CT: Praeger.
  • Purcell, K. (2010). The State of Online Video. Pew Research Center. (20.02.2017).
  • Ridout, T. N., Franklin Fowler, E., & Branstetter, J. (2012). Political Advertising in the 21st Century: The Influence of the YouTube Ad. Paper prepared for the annual meeting of the Western Political Science Association, March 22-24, 2012, Portland, Oregon.
  • Smith, A., & Duggan, M. (2012). Online Political Videos and Campaign 2012. Pew Research Center. (20.02.2017).
  • Unikaitė, I. (2008). Negatyvumas Lietuvos prezidento rinkimų kampanijose: mobilizuoja ar demobilizuoja rinkėjus? Politologija, 1 (49): 121-45.
  • Walter, A. S., Van der Brug, W., & Van Praag, P. (2014). When the Stakes Are High: Party Competition and Negative Campaigning. Comparative Political Studies, 47 (4): 550-73.
Typ dokumentu
Identyfikator YADDA

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.