Estrategia y publicidad electorallos spots de campaña en Andalucía 2008 y 2012

  1. Giselle García Hipola 1
  1. 1 Universidad de Granada
    info
    Universidad de Granada

    Granada, España

    ROR https://ror.org/04njjy449

    Geographic location of the organization Universidad de Granada
Journal:
RIPS: Revista de investigaciones políticas y sociológicas

ISSN: 1577-239X

Year of publication: 2017

Volume: 16

Issue: 2

Pages: 161-186

Type: Article

DOI: 10.15304/RIPS.16.2.4184 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: RIPS: Revista de investigaciones políticas y sociológicas

Abstract

In this research two electoral campaigns in Spanish regional elections, Andalusia 2008 and 2012, are examined. The most important electoral advertising, spots, are analyzed. This article exposes the results of a study focused on determining the persuasive strategies that were used by the three main political forces, Partido Popular, Partido Socialista and Izquierda Unida in their 25 electoral videos. The methodology used is both qualitative and quantitative. The variables employed are the structure, design, content, direction and strategy, themes, participants and social groups and metaphors. All this helps us to know the strategies that different political parties used in both campaigns.

Bibliographic References

  • BENNET, L. (1977) The ritualistic and pragmatic bases of political campaign discourse, Quarterly Journal of Speech, nº 63 (págs. 219238).
  • BENOIT, W. L. (1999) Seeing Spot. A Functional Analysis of Presidential Television Advertisements 1952-1996. Westport: Praeger.
  • CAPDEVILLA, A. (2004) El discurso persuasivo. La estructura retórica de los spots electorales. Zaragoza: Aldea Global.
  • CARABAJAL, J.D. Los nuevos aires en la comunicación política: la TV y la política, una alianza a favor del protagonismo personal. Inferencia Política, nº 2 (pp. 1-8).
  • CHAIKEN, S. y EAGLY, A. (1976) Communication modality as a determinant of message persuasiveness and message comprehensibility, Journal of Personality and Social Psychology, nº 34 (pp. 605-614).
  • COHEN, J. (1960) A coefficient of agreement for nominal scales. Educational Psychological Measurement nº 20 (pp. 37-46).
  • CRESPO, I., GARRIDO, A., CARLETTA, I. y RIORDA, M. (2011) Manual de comunicación política y estrategias de campaña. Candidatos, medios y electores en la nueva era. Buenos Aires: Editorial Biblos.
  • DELVIN, P. (1987) Political Persuasion in Presidential Campaigns. New Jersey: Transaction.
  • DENTON, R. y WOODWARD, G. (1998) Political Communication in America. Westport: Praeger.
  • DIAMOND, E. y BATES, S. (1992) The Spot: The Rise of Political Advertising on Television. Cambridge: MIT Press.
  • GARCÍA-BEAUDOUX, V., D´ADAM, O. y SLAVINSKY, G. (2007) Comunicación política y campañas electorales. Estrategias en elecciones presidenciales. Barcelona: Gedisa.
  • GOODMAN, N. (1990) Maneras de hacer mundos. Madrid: Visor.
  • Hall-Jamieson, K. (1988) Eloquence in an Electronic Age. The transformation of political speechmaking. Oxford: Oxford University Press.
  • JERIT, J. (2004) Survival of the Fittest: Rethoric During the Course of an Election Campaign, Political Psychology, vol. 25, nº4 (pp. 563-575).
  • JOHNSON-CARTEE, K. y COPELAND, G. (1997) Manipulation of the American Voter. Political Campaign Comercial”. Westport: Praeger.
  • JOSLYN, R. (1980) The content of political spots ads, Journalism Quarterly, nº 57 (pp. 92-98).
  • KAID, L. y WADSWORTH, A. (1989) Content analysis en Emmert, P. et al. (eds.) Measurement of Communication Behavior. Nueva York: Longman. (pp. 197-217).
  • KAID, L. y DAVIDSON, D. (1986) Elements of videostyle: Candidate presentation through television advertising en Kaid, L., Nimmo, D. & Sanders, K. (eds.) New Perspectives on Political Advertising. Carbondale: Southern Illinois University Press (pp. 184-209).
  • KAID, L. (2002) Videostyle and political advertising effects in the 2000 presidential campaign en Denton, R. (ed.) The 2000 presidential campaign: A communication perspective Westport: Praeger (pp. 183-197).
  • KAID, L. (1999) Political Advertising: A summary of research findings en Newman (ed.) The Handbook of Political Marketing. Thousand Oaks: Sage.
  • KAID, L. (1995) Political Advertising in Western Democracies. Parties and Candidates on Television. Londres: Sage.
  • KERN, M. (1989) 30 Seconds Politics: Political Advertising in the 1980´s. New York: Praeger.
  • LANDIS, J. y KOCH, G. (1977) The measurement of observer agreement for categorical data. Biometric nº 33 (pp. 159-174).
  • LANG, A. (1991) Emotion, formal features, and memory for televised political advertisements en Biocca, F. (ed.) Television and Political Advertising, nº 1: Psychological Processes. Lawrence Erbaum Associates: Hillsdade (pp. 221-243).
  • MACIÁ-MERCADÉ, J. (2006) Comunicación y personas. Temas de periodismo. Madrid: Ediciones Ariel.
  • MERRIT, S. (1984) Negative political advertising: Some empirical findings, Journal of Advertising, nº 13 (pp. 27-38).
  • NELSON, J. y BOYNTON, G. (1997) Video Rethorics. Televised Advertising in American Nimmo, D. (1987) Elections as ritual drama en Delvin, L. P. Political persuasion in presidential campaigns. New Jersey: Transaction Books (pp. 159173).
  • NIMMO, J. y COMBS (1980) Subliminal Politics: Myths and Mythmakers in Americ. New York: Prentice Hall.
  • PALDA, K. (1973) Does advertising influence votes? An analysis of the 1966 and 1970 Quebec elections, Canadian Journal of Political Science, nº 6 (pp. 638-655).
  • PERELAM, C. (1997) El imperio retórico. Retórica y argumentación. Santa Fe de Bogotá: Norma.
  • PERELAM, C. (1994) Tratado de la argumentación, La Nueva Retórica. Madrid: Gredos.
  • PEÑA, P. (2011). El spot electoral negativo. Revista Latina de Comunicación Social, nº 66 (pp. 399425).
  • REINEMANN, C. y MAURER, M. (2005) Unifying or polarizing. Short-term effects and post-debate consequences of different rhetorical strategies in televised debates, Journal of Communication, nº 55, (pp. 775-794).
  • RIORDA, M. (2010) Comunicación política en elecciones locales, Mas Poder Local, nº 1 (pp. 10-13).
  • SÁDABA, T. (2003) Los anuncios de los partidos en televisión. El caso de España (1993-2000) en Berrocal, S. Comunicación política en televisión y nuevos medios. Barcelona: Ariel.
  • SHERR, S. (1999) Scenes from the presidential playground: An analysis of the symbolic use of children in presidential campaign advertising in Political Communication, nº 16 (pp. 45-59).
Data source: Dialnet