Format:
Online-Ressource (vii, 187 p)
,
ill
Edition:
Online-Ausg. 2009 Electronic reproduction; Available via World Wide Web
ISBN:
0815798954
Content:
Political advertising plays a key role in modern electioneering and has formed part of political campaigns since the earliest federal elections were held in the United States. As modes of mass communication have evolved, so have the venues for campaign advertisingfrom newspapers to radio and television, and today, the Internet. Not only have the outlets for political advertising expanded over the past twenty years, so have the number of groups using it to convey information and advance their points of view. Because political advertising has become such a pervasive medium for candidates, political parties, and special interest groups, understanding its role in election campaigns becomes all the more important. Crowded Airwaves gathers some of the most significant new work in American political advertising and communication. The contributors provide an objective and balanced analysis of political advertising: its causes, its growth, and its consequences on elections in the United States. The chapters in this volume tackle three of the most interesting and most complicated issues in political advertising today: the characterization of ads and the need to measure their impact; the agenda-setting and priming effects of ads; and the role and implications of issue advertising for the electorate. The contributors focus in particular on the effects and consequences of negative advertising. Crowded Airwaves will appeal to readers who are interested in political campaigns and communication. It will be of special importance to those concerned with the tone and content of electoral campaigns and political discourse.
Content:
Intro -- Title Page -- Copyright Page -- Table of Contents -- Acknowledgments -- Chapter One: Introduction -- Chapter Two: Effectiveness of Negative Political Advertising -- Chapter Three: Eliminate the Negative? Categories of Analysis for Political Advertisements -- Chapter Four: How Negative Campaigning Enhances Knowledge of Senate Elections -- Chapter Five: Agenda Setting and Campaign Advertising in Congressional Elections -- Chapter Six: "Basic Rule" Voting: Impact of Campaigns on Party- and Approval-Based Voting -- Chapter Seven: How Issue Ads Have Reshaped American Politics -- Chapter Eight: Summary and Conclusions -- Contributors -- Index.
Note:
Includes bibliographical references and index
,
""Contents""; ""Acknowledgments""; ""1 Introduction""; ""2 Effectiveness of Negative Political Advertising""; ""3 Eliminate the Negative?""; ""4 How Negative Campaigning Enhances Knowledge of Senate Elections""; ""5 Agenda Setting and Campaign Advertising in Congressional Elections""; ""6 Basic Rule Voting: : Impact of Campaigns on Party- and Approval- Based Voting""; ""7 How Issue Ads Have Reshaped American Politics""; ""8 Summary and Conclusions""; ""Contributors""; ""Index""
,
Electronic reproduction; Available via World Wide Web
Additional Edition:
ISBN 9780815784562
Additional Edition:
Erscheint auch als Druck-Ausgabe Crowded Airwaves : Campaign Advertising in Elections
Language:
English
