Political Marketing & Advertising with the Use of Traditional and New Audio-Visual Media Services

Keywords: new media, traditional media, political marketing, political advertising, political audience typology

Abstract

The current research focuses on the use of audiovisual media services in the political scene and tries to explore the political marketing and advertising concepts on which these media/services are based. As a holistic approach, this research explores the citizen-voter as well as the politician concerning political advertising and audiovisual media/services. It separates the audiovisual media into traditional and new ones. So, primarily, this research empirically investigates the politicians’ profiles (high-ranked politicians, parliament, and regional ones) to determine the type and use of audiovisual media in terms of political information, statements, communication, and advertising. Moreover, it establishes the citizen/voter’s profile in terms of political information, political advertising, and communication received from politicians and political parties. Finally, it is a study with the same conceptual dimensions between the politician and the citizen/voter to establish the basis for creating a conceptual framework-tool of their typology that will contribute to a holistic view of political marketing and political advertising through the use of traditional and new audiovisual media. Findings about politicians show relationships between audiovisual media reliability and political statement actions. The success of political advertising has multiple positive effects, as well as political communication via audiovisual services also plays an important role. Furthermore, models were created concerning the use of audiovisual media services for political statements and the impact of audiovisual media services on the intention to vote. In addition, the results from the politicians indicate several differences regarding the characteristics of the politicians and their profile as a user of audiovisual media services in political advertising. Findings about voters show that the reliability of audiovisual media services is a very important factor for political information.

References

Baumgartner, J. C., & Morris, J. S. (2010). Who wants to be my friend? Obama, youth, and social networks in the 2008 campaign. In J. A. Hendricks & R. E. Denton (Eds.), Communicator-in-Chief: How Barack Obama Used New Media Technology to Win the White House (pp.51-66). Lexington Books.

Bimber, B. (2014). Digital media in the Obama campaigns of 2008 and 2012: Adaptation to the personalized political communication environment. Journal of Information Technology & Politics, 11(2), 130-150. https://doi.org/10.1080/19331681.2014.895691

Davy, S. (2010, April 06 ). How technology changed American politics in the internet age. http://mediashift.org/2010/04/how-technology-changed-american-politics-in-the-internet-age096/

Dodson, S., & Hammersley, B. (2003, December 18 ). The web's candidate for President, The Guardian.

https://www.theguardian.com/media/2003/dec/18/newmedia.uselections2004

Gibson, R. K. (2015). Party change, social media, and the rise of ‘citizen-initiated campaigning. Party politics, 21(2), 183-197.

Greengard, S. (2009). The first internet president. Communications of the ACM, 52(2), 16-18. https://doi.org/10.1145/1461928.1461935

Gueorguieva, V. (2008). Citizen-voters, myparty, and Youtube: The impact of alternative communication channels on the 2006 election cycle and beyond. Social Science Computer Review, 26(3), 288-300. https://doi.org/10.1177/0894439307305636

Harfoush, R. (2009). Yes, we did! An inside look at how social media built the Obama brand. New Riders - Pearson Education.

Henderson, S. (2010). Audiovisual media. In S. Moss (Ed.), The Entertainment Industry: An Introduction (pp. 112-132). Oxfordshire UK CABI.

Kassimeris, G. (2005). Junta by another name? The 1974 Metapolitefsi and the Greek extra-parliamentary left. Journal of Contemporary History, 40 (4), 745-762. https://doi.org/10.1177/0022009405056128

Miller, C. C. (2008, November 07). How Obama’s internet campaign changed politics, The New York Times. https://bits.blogs.nytimes.com/2008/11/07/how-obamas-internet-campaign-changed-politics/

Nelson, C. J. (2011). Grant Park: the democratization of presidential elections, 1968-2008. Brookings Institution Press. https://catalog.swanlibraries.net/Record/a1168741

Raoof, J. K., Zaman, H. B., Ahmad, A., & Al-Qaraghuli, A. (2013). Using social network systems as a tool for political change. International Journal of Physical Sciences, 8 (21), 1143-1148.

Rahman, S. (2017). The advantages and disadvantages of using qualitative and quantitative approaches and methods in language “testing and assessment” research: A literature review. Journal of Education and Learning, 6(1), 102-112. DOI:10.5539/jel.v6n1p102

Remenyi, D., Williams, B., Money, A., & Swartz, E. (2002). Doing research in business and management: An introduction to process and method. Sage Publications

Rice, A. (2004). The power of the internet. Campaigns Online. Org A Project of the Centrists for the Study of American Government at Johns Hopkins University Retrieved February 20, 2018, from

http://www.campaignsonline.org/reports/1104.html

Stelter, B. (2008, July 7 ). The Facebooker who friended Obama. The New York Times Retrieved May 28, 2018, from https://www.nytimes.com/2008/07/07/technology/07hughes.html

Writer, S. (2016). 2008: Barack Obama embraces the power of social media in the election. Retrieved January 10, 2018, from http://www.thedrum.com/news/2016/06/23/marketing-moment-84-barack-obama-embraces-power-social-media-2008-election

Δαυτόπουλος Γ.Α. (2004). Μεθοδολογία κοινωνικών ερευνών. [Datopoulos, G.A. (2004). Social research methodology. Zygos Publications].

Τηλικίδου Ε. Ι. (2004) Η έρευνα του Μάρκετιγκ, θεωρητικές προσεγγίσεις και εφαρμογές. Ελληνικά Γράμματα [Telikidou E.I. (2004). Marketing research, theoretical approaches and applications]. Greek letters.

Φράγκος X.(2004). Μεθοδολογία έρευνας αγοράς και ανάλυση δεδομένων με την χρήση του στατιστικού πακέτου SPSS for windows. Interbooks [Frankos, X. (2004). Market research methodology and data analysis using the statistical package SPSS for Windows. Interbooks]. https://www.politeianet.gr/books/9789603901389-fragkos-k-christos-interbooks-methodologia-ereunas-agoras-kai-analusi-dedomenon-me-chrisi-tou-statistikou-paketou-spss-for-windows-14308

Published
2023-12-05
How to Cite
Gkounas, A. (2023). Political Marketing & Advertising with the Use of Traditional and New Audio-Visual Media Services. Postmodernism Problems, 13(3), 341-357. https://doi.org/10.46324/PMP2303341