The Issue Focus of Online and Television Advertising in the 2016 Presidential Campaign
| العنوان: | The Issue Focus of Online and Television Advertising in the 2016 Presidential Campaign |
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| المؤلفون: | Meredith Y. Wang, Erika Franklin Fowler, Travis N. Ridout, Michael M. Franz |
| المصدر: | American Politics Research. 48:175-196 |
| بيانات النشر: | SAGE Publications, 2019. |
| سنة النشر: | 2019 |
| مصطلحات موضوعية: | Focus (computing), Sociology and Political Science, business.industry, 05 social sciences, 050801 communication & media studies, Presidential campaign, Advertising, 0506 political science, Digital media, 0508 media and communications, Political science, 050602 political science & public administration, Television advertising, business, Digital advertising |
| الوصف: | Theories of campaign issue emphasis were developed in a pre-digital era. How well do these theories explain spending in the current era, when digital media allow for targeting of specific types of voters? In this research, we compare how the 2016 campaigns, both primary and general election, deployed television advertising with how they deployed online advertising. We suggest that, because online messages are targeted to specific viewer profiles much more than television messages, television ads should be more likely to discuss highly salient issues and valance issues than online ads. To test these ideas, we rely upon data from the Wesleyan Media Project, which tracked all televised political ads that aired in 2016, and our coding of data from Pathmatics, a company that tracks online advertising. We find, contrary to our expectations, that the predictors of issue discussion online and on television are largely similar. |
| تدمد: | 1552-3373 1532-673X |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_________::e0d43f83306380cff164b131d65b9028 https://doi.org/10.1177/1532673x19875722 |
| حقوق: | OPEN |
| رقم الأكسشن: | edsair.doi...........e0d43f83306380cff164b131d65b9028 |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 15523373 1532673X |
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