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Meaning-Making and Political Campaign Advertising

Author: Dorothea Horst

Publisher: Walter de Gruyter GmbH & Co KG

Published: 2018-10-22

Total Pages: 359

ISBN-13: 3110577933

Although recent linguistic and media-studies' research has increasingly dealt with forms of imagery beyond language, such as in audiovisual formats, only little attention has been paid to the specific media character of audiovisual images. This raises a theoretical as well as methodological problem: How can processes of figurative meaning making in audiovisual media be adequately conceptualized and described? The book intends to bridge this research gap with an analysis of campaign commercials, a hitherto largely underexplored object of study in metaphor and metonymy research. To achieve this goal, a transdisciplinary film-analytical and cognitive-linguistic account of audiovisual figurativity is developed and examined through a comparative analysis of figurative meaning-making processes in German and Polish campaign commercials from 2009 and 2011. By setting the inseparable intertwining of language and cinematic staging, sensing and understanding center stage, the book provides insight into the dynamic nature and embodied affective grounds of audiovisual figurativity, and challenges the long-known dichotomies of rational discourse and affective manipulation, political message and media effect.

Political Advertising in the United States

Author: Erika Franklin Fowler

Publisher: Routledge

Published: 2018-05-04

Total Pages: 241

ISBN-13: 0429977905

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Political advertising is as important as ever, ad spending records are broken each election cycle, and the volume of ads aired continues to increase. Political Advertising in the United States is a comprehensive survey of the political advertising landscape and its influence on voters. The authors, co-directors of the Wesleyan Media Project, draw from the latest data to analyze how campaign finance laws have affected the sponsorship and content of political advertising, how 'big data' has allowed for more sophisticated targeting, and how the Internet and social media has changed the distribution of ads. With detailed analysis of presidential and congressional campaign ads and discussion questions in each chapter, this accessibly written book is a must-read for students, scholars and practitioners who want to understand the ins and outs of political advertising.

Social Media and Democracy

Author: Nathaniel Persily

Publisher: Cambridge University Press

Published: 2020-09-03

Total Pages: 365

ISBN-13: 1108835554

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A state-of-the-art account of what we know and do not know about the effects of digital technology on democracy.

Super PACs

Author: Louise I. Gerdes

Publisher: Greenhaven Publishing LLC

Published: 2014-05-20

Total Pages: 113

ISBN-13: 0737768649

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The passage of Citizens United by the Supreme Court in 2010 sparked a renewed debate about campaign spending by large political action committees, or Super PACs. Its ruling said that it is okay for corporations and labor unions to spend as much as they want in advertising and other methods to convince people to vote for or against a candidate. This book provides a wide range of opinions on the issue. Includes primary and secondary sources from a variety of perspectives; eyewitnesses, scientific journals, government officials, and many others.

In Defense of Negativity

Author: John G. Geer

Publisher: University of Chicago Press

Published: 2008-07-29

Total Pages: 221

ISBN-13: 0226285006

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Americans tend to see negative campaign ads as just that: negative. Pundits, journalists, voters, and scholars frequently complain that such ads undermine elections and even democratic government itself. But John G. Geer here takes the opposite stance, arguing that when political candidates attack each other, raising doubts about each other’s views and qualifications, voters—and the democratic process—benefit. In Defense of Negativity, Geer’s study of negative advertising in presidential campaigns from 1960 to 2004, asserts that the proliferating attack ads are far more likely than positive ads to focus on salient political issues, rather than politicians’ personal characteristics. Accordingly, the ads enrich the democratic process, providing voters with relevant and substantial information before they head to the polls. An important and timely contribution to American political discourse, In Defense of Negativity concludes that if we want campaigns to grapple with relevant issues and address real problems, negative ads just might be the solution.

Political Discourse Analysis

Author: Robert Butler

Publisher: Edinburgh University Press

Published: 2024-03-05

Total Pages: 327

ISBN-13: 139952321X

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Political Discourse Analysis addresses the challenges facing political actors at all levels of society and across a range of regimes. It shows how discursive legitimisation strategies can vary on a continuum ranging from the stabilising effects of institutional discourse and the management of destabilising factors inherent in new types of media to the destabilising potential of rhetorical devices and deliberate de-legitimisation strategies used to attack opponents. The diverse approaches show how political actors strive to maintain control in the context of democratic deficit and crisis in developed societies while addressing growing global threats to stability in all regimes. While many actors seek legitimisation through the institutional structure, media or rhetoric, others may seek to weaken any opposition to them through de-legitimisation. In this collection Butler provides the reader with replicable methods that can be adapted to political contexts.

Social Media and Election Campaigns

Author: Gunn Enli

Publisher: Routledge

Published: 2017-10-02

Total Pages: 209

ISBN-13: 1317397177

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This book aims to further the research in the fields of social media and political communication by moving beyond the hype and avoiding the most eye-catching and spectacular cases. It looks at stable democracies without current political turmoil, small countries as well as large continents, and minor political parties as well as major ones. Investigating emerging practices in the United States, Europe, and Australia, both on national and local levels, enables us to grasp contemporary tendencies across different regions and countries. The book provides empirical insights into the diverse uses of different social media for political communication in different societies. Contributors look at the ways in which novel arenas connect with other channels for political communication, and how politicians as well as citizens in general use social media services. Presenting state-of-the-art methodological approaches, drawing on a combination of qualitative and quantitative analyses, the book brings together an interdisciplinary group of researchers in order to address emerging practices of the mediation of politics, campaign communication, and issues of citizenship and democracy as expressed on social media platforms. This book was originally published as a special issue of Information, Communication & Society.

Campaigning for Hearts and Minds

Author: Ted Brader

Publisher: University of Chicago Press

Published: 2020-07-08

Total Pages: 297

ISBN-13: 022678830X

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It is common knowledge that televised political ads are meant to appeal to voters' emotions, yet little is known about how or if these tactics actually work. Ted Brader's innovative book is the first scientific study to examine the effects that these emotional appeals in political advertising have on voter decision-making. At the heart of this book are ingenious experiments, conducted by Brader during an election, with truly eye-opening results that upset conventional wisdom. They show, for example, that simply changing the music or imagery of ads while retaining the same text provokes completely different responses. He reveals that politically informed citizens are more easily manipulated by emotional appeals than less-involved citizens and that positive "enthusiasm ads" are in fact more polarizing than negative "fear ads." Black-and-white video images are ten times more likely to signal an appeal to fear or anger than one of enthusiasm or pride, and the emotional appeal triumphs over the logical appeal in nearly three-quarters of all political ads. Brader backs up these surprising findings with an unprecedented survey of emotional appeals in contemporary political campaigns. Politicians do set out to campaign for the hearts and minds of voters, and, for better or for worse, it is primarily through hearts that minds are won. Campaigning for Hearts and Minds will be indispensable for anyone wishing to understand how American politics is influenced by advertising today.

Meaning-Making and Political Campaign Advertising

Author: Dorothea Horst

Publisher: Walter de Gruyter GmbH & Co KG

Published: 2018-10-22

Total Pages: 256

ISBN-13: 3110578786

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Although recent linguistic and media-studies' research has increasingly dealt with forms of imagery beyond language, such as in audiovisual formats, only little attention has been paid to the specific media character of audiovisual images. This raises a theoretical as well as methodological problem: How can processes of figurative meaning making in audiovisual media be adequately conceptualized and described? The book intends to bridge this research gap with an analysis of campaign commercials, a hitherto largely underexplored object of study in metaphor and metonymy research. To achieve this goal, a transdisciplinary film-analytical and cognitive-linguistic account of audiovisual figurativity is developed and examined through a comparative analysis of figurative meaning-making processes in German and Polish campaign commercials from 2009 and 2011. By setting the inseparable intertwining of language and cinematic staging, sensing and understanding center stage, the book provides insight into the dynamic nature and embodied affective grounds of audiovisual figurativity, and challenges the long-known dichotomies of rational discourse and affective manipulation, political message and media effect.