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首页> 外文学位 >The effect of new media on political advertising: Television ads and internet ads in the 2008 presidential primary.
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The effect of new media on political advertising: Television ads and internet ads in the 2008 presidential primary.

机译：新媒体对政治广告的影响：2008年总统大选中的电视广告和互联网广告。

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摘要

Internet advertising has become an important political campaign tool, accounting for over ;This study investigated the differences in political advertising content between ads produced for television versus the Internet. First, a content analysis was conducted using a sample of political advertisements produced by the McCain and Obama campaigns during the 2008 election to measure differences in negativity, accuracy, and accountability. Second, content gatekeepers at television stations and Internet companies were interviewed to verify the findings of the content analysis and to determine whether differences in regulations and norms were responsible for the results.;The content analysis found substantial differences, as Internet ads were less accountable and accurate, but more positive than television ads. In response to these findings, the gatekeepers indicated that differences in accountability were due to the regulatory regimes for both media. Of particular importance is a loophole in Federal Elections Commission (FEC) advertising rules, which states that only paid communications are regulated. Since most Internet ads are uploaded for free to advertiser-supported sites such as YouTube, they are not subject to FEC regulations. In addition, the Federal Communications Commission regulates TV political ads but not Internet ads.;Based on these findings two recommendations were developed. First, FEC rules should be amended to regulate all political advertisements regardless of where the ad is shown. Second, the regulatory oversight of producers of political advertising on the Internet should be strengthened to conform more closely to regulatory regimes in traditional media.;Keywords: Politics, elections, political advertising, Internet, new media, 2008 election
机译：互联网广告已成为一种重要的政治运动工具，其使用量已超过60％；该研究调查了电视广告和互联网广告之间的政治广告内容差异。首先，使用麦凯恩（McCain）和奥巴马（Obama）竞选活动在2008年大选期间制作的政治广告样本进行内容分析，以衡量消极，准确性和责任感方面的差异。其次，对电视台和互联网公司的内容管理员进行了访谈，以验证内容分析的结果，并确定法规和规范的差异是否对结果造成了影响。内容分析发现存在实质性差异，因为互联网广告的责任性降低且准确，但比电视广告更积极。针对这些发现，看门人指出，问责制的差异是由于两种媒体的监管制度所致。尤为重要的是联邦选举委员会（FEC）广告规则中的漏洞，该规则规定只有付费通讯才受到监管。由于大多数Internet广告都是免费上传到广告客户支持的网站（例如YouTube），因此不受FEC法规的约束。此外，联邦通信委员会监管电视政治广告，而非互联网广告。基于这些发现，提出了两项​​建议。首先，应该修改FEC规则，以规范所有政治广告，无论广告在何处展示。其次，应加强对互联网上政治广告制作者的监管，以使其更贴近传统媒体的监管制度。关键词：政治，选举，政治广告，互联网，新媒体，2008年大选

著录项

  • 作者

    Dube, William.;

  • 作者单位

    Rochester Institute of Technology.;

  • 授予单位 Rochester Institute of Technology.;
  • 学科 Political Science General.;Mass Communications.
  • 学位 M.S.
  • 年度 2009
  • 页码 71 p.
  • 总页数 71
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 公共建筑;
  • 关键词

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