Christina Holtz-Bacha - Routledge Handbook of Political Advertising

Routledge Handbook of Political Advertising

This Handbook provides the most comprehensive overview of the role of electoral advertising on television and new forms of advertising in countries from all parts of the world currently available. Thematic chapters address advertising effects, negative ads, the perspective of practitioners and gender role. Country chapters summarize research on issues including political and electoral systems; history of ads; the content of ads; reception and effects of ads; regulation of political advertising on television and the Internet; financing political advertising; and prospects for the future. The Handbook confirms that candidates spend the major part of their campaign budget on television advertising. The US enjoys a special situation with almost no restrictions on electoral advertising whereas other countries have regulation for the time, amount and sometimes even the content of electoral advertising or they do not allow television advertising at all. The role that television advertising plays in elections is dependent on the political, the electoral and the media context and can generally be regarded as a reflection of the political culture of a country. The Internet is relatively unregulated and is the channel of the future for political advertising in many countries.

Christina Holtz-Bacha is Professor of Communication at Friedrich-Alexander University Erlangen-Nrnberg, Germany. She was a visiting scholar at the University of Minnesota in Minneapolis, a Research Fellow at the Shorenstein Center, Harvard University and a guest researcher at the University of Gothenburg, Sweden. She is presently the Chair of the Political Communication Research Section of IAMCR. Her research interests are political communication, media systems and media policy.

Marion R. Just is Professor of Political Science at Wellesley College and an Associate of the Shorenstein Center on Media, Politics and Public Policy at Harvards Kennedy School of Government. Her research in political science focuses on elections, politics and the media. She has published several co-authored books and articles in professional journals.

Holtz-Bacha and Just have compiled a comprehensive handbook on political advertising in many countries around the world. It has first-rate writers who concisely and effectively convey the latest in ad messaging and impact. If you want to know what works and why, this is the book for you. Both practitioners and researchers will benefit from this handbook.

Darrell West, Vice President and Director Governance Studies and Founding Director Center for Technology Innovation, Brookings Institute, USA

Routledge Handbook of Political Advertising

Edited by Christina Holtz-Bacha and Marion R. Just

Routledge is an imprint of the Taylor & Francis Group, an informa business

2017 Taylor & Francis

The right of Christina Holtz-Bacha and Marion R. Just to be identified as the authors of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

Contents

Part I
General Perspectives

Christina Holtz-Bacha

Steve Jarding, Steve Bouchard and Justin Hartley

Michael W. Kearney and Mary C. Banwart

Dianne Bystrom

Todd L. Belt

Travis N. Ridout and Jenny L. Holland

Part II
Airtime With No Charge for Electoral Advertising

Martn DAlessandro

Alessandra Ald and Felipe Borba

Alberto Pedro Lpez-Hermida Russo

Jan Jirk and Anna Shavit

Alexandre Borrell and Jamil Dakhlia

Joln Rka

Edoardo Novelli

Aida Mokhtar

Julio Jurez-Gmiz and Marco Arellano-Toledo

Baki Can

Teresa Sdaba and Matias Jove

Simon Cross and Dominic Wring

Part III
Purchase of Airtime for Electoral Advertising

Lilia Raycheva

Tom Moring

Sergei A. Samoilenko and Elina Erzikova

Bengt Johansson

Marion R. Just and Ann Crigler

Part IV
Airtime With No Charge and for Purchase

Rodney Smith and Stephen Mills

Guy Lachapelle and Tristan Masson

Miguel Garca-Snchez and Jair Alberto Arciniegas

Christina Holtz-Bacha

Jinah Lee

Rens Vliegenthart and Sanne Kruikemeier

Bogusawa Dobek-Ostrowska

Robert Mattes and Ian Glenn

Part V
Conclusion

Marion R. Just

Alessandra Ald is a professor and researcher at the postgraduate program of Communication Studies of Rio de Janeiro State University (UERJ), Brazil. Her main interests are citizens political attitudes and the role of the Internet; political propaganda and persuasion strategies; and newspaper coverage of elections. She has been founder and president (201315) of the Brazilian Association of Political Communication Researchers (Compoltica), and is Editor of the Compoltica journal. She directed, with Vicente Ferraz, the documentary Arquitetos do Poder (2010), on Brazilian media and politics.

Jair Alberto Arciniegas is a research analyst at the National Department of Statistics of Colombia. He holds a masters degree in Political Science from Universidad de los Andes. His research focuses on mass media and political economy.

Marco Arellano-Toledo holds a Ph.D. in Political Science, Universidad Nacional Autnoma de Mxico (UNAM). He is a professor in the Department of Political Science at UNAM and co-author of the book Negative campaigns, how it affects the vote (PNUD/IBERO, 2012).

Mary C. Banwart is Professor of Communication at the University of Kansas. Her research focuses on political campaign communication and the influence of gender in political campaigns. She co-authored the book Gender and political candidate communication: Videostyle, webstyle, and newsstyle