The SAGE Handbook of Political Advertising provides a comprehensive view of the role political advertising plays in democracies around the world. Editors Lynda Lee Kaid and Christina Holtz-Bacha, along with an international group of contributors, examine the differences as well as the similarities of political advertising in established and evolving democratic governments.
Key Features:
- Offers an international perspective: This Handbook examines the political television advertising process that has evolved in democracies around the world, including countries in Asia, Europe, Australia, Africa, Latin America, and North America. In addition, a comparative overview addresses the effects of political advertising on the voters and the systems of which it is a part.
- Provides comprehensive coverage: For each country presented, an analysis is given of its political advertising history, its cultural implications, the political and regulatory systems related to political advertising, the effects of media system structures, and the effects of new technologies.
- Includes examples from recent elections: The role specific candidate- or party-controlled television plays in a specific region′s electoral process is examined. Original research on recent elections confirms the expanding significance of this form of political communication.
This is an excellent resource for media professionals and practicing journalists, as well as a welcome addition to any academic library. It can also be used as a textbook for advanced undergraduate and graduate courses on Political Advertising in the fields of Political Science, Communication, Broadcasting, Journalism, and International Relations.
Cuprins
List of Tables
List of Figures
Acknowledgments
Part I. An International Context for Political Advertising
1. Political Advertising in International Comparison – Christina Holtz-Bacha and Lynda Lee Kaid
2. Methodologies for the Study of Political Advertising – Anne Johnston
Part II. Political Advertising in Commercial Broadcasting Systems
3. Political Advertising in the United States – Lynda Lee Kaid
Part III. Political Advertising in Public Television Systems
4. Political Advertising in the United Kingdom – Margaret Scammell and Ana Inés Langer
5. Election Broadcasts in France – Lynda Lee Kaid and Nathalie Gagnère
6. Political Advertising in Spain and Portugal – Colleen Connolly-Ahern and Julio César Herrero
7. From Electoral Propaganda to Political Advertising in Israel – Dan Caspi and Baruch Leshem
8. Political Advertising and Democracy in Brazil – Mauro P. Porto
9. Political Advertising in Chile – Markus Moke
Part IV. Dual Systems of Public and Commercial Political Advertising
10. Political Advertising in Germany – Christina Holtz-Bacha
11. Political Advertising on Television in the Nordic and Baltic States – Tom Moring
12. Polispots in Greece: Between Partisanship and Media Logic – Athanassios N. Samaras and Stylianos Papathanassopoulos
13. Sure to Come, But Temporarily Delayed: The Netherlands in Search of the Political Ad – Kees Brants
14. TV Political Advertising in Italy: When Politicians Are Afraid – Gianpietro Mazzoleni
15. Political Advertising in Mexico – José-Carlos Lozano
16. Political Advertising in Australia and New Zealand – Julianne Stewart
17. Political Advertising in Japan, South Korea, and Taiwan – Jinyoung Tak
Part V. Political Advertising Developments in Evolving Democracies
18. A Spiral of Post-Soviet Cynicism: The First Decade of Political Advertising in Russia – Sarah Oates
19. Political Communication and Advertising in Poland – Wojciech Cwalina and Andrzej Falkowski
20. Political Advertising in Hungarian Electoral Communications – Jolán Róka
21. Fifteen Years of Televised Political Advertising Developments in Bulgaria – Lilia Raycheva
22. Political Advertising in a “New” Democracy: The Czech Republic – Jan Jirák and Otakar Šoltys
23. Persuading Voters and Political Advertising in Turkey – Baki Can
24. Political Advertising in Emerging Democracies: The Philippines, Hong Kong, Singapore, Indonesia, and Malaysia – Lars Willnat and Annette Aw
25. Deficient Democracies, Media Pluralism, and Political Advertising in West Africa – Frank Wittmann and Baba Thiam
26. Political Advertising in South Africa – Ruth Teer-Tomaselli
Part VI. Comparisons and Conclusions
27. Television Advertising and Democratic Systems Around the World: A Comparison of Videostyle Content and Effects – Lynda Lee Kaid and Christina Holtz-Bacha
Index
About the Authors
Despre autor
Christina Holtz-Bacha (Ph.D.) is the current chair of ICA’s Political Communication Division. In addition to her position at the University of Mainz (where she has taught since 1995), she has held positions at the University of Munich, the University of Bochum, the University of Minnesota—Minneapolis, and was a Fellow at the Shorenstein Center/John F. Kennedy School of Government at Harvard University in 1999. She is co-editor of the German journal Publizistik and sits on the editorial boards of Journal of Communication, Journal of Political Marketing; and European Journal of Communication.She is co-editor with Lynda Lee Kaid of Political Advertising in Western Democracies (SAGE, 1995).
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