The Issue Focus of Online and Television Advertising in the 2016 Presidential Campaign
Theories of campaign issue emphasis were developed in a pre-digital era. How well do these theories explain spending in the current era, when digital media allow for targeting of specific types of voters? In this research, we compare how the 2016 campaigns, both primary and general election, deploye...
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Veröffentlicht in: | American politics research 2020-01, Vol.48 (1), p.175-196 |
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description | Theories of campaign issue emphasis were developed in a pre-digital era. How well do these theories explain spending in the current era, when digital media allow for targeting of specific types of voters? In this research, we compare how the 2016 campaigns, both primary and general election, deployed television advertising with how they deployed online advertising. We suggest that, because online messages are targeted to specific viewer profiles much more than television messages, television ads should be more likely to discuss highly salient issues and valance issues than online ads. To test these ideas, we rely upon data from the Wesleyan Media Project, which tracked all televised political ads that aired in 2016, and our coding of data from Pathmatics, a company that tracks online advertising. We find, contrary to our expectations, that the predictors of issue discussion online and on television are largely similar. |
doi_str_mv | 10.1177/1532673X19875722 |
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We find, contrary to our expectations, that the predictors of issue discussion online and on television are largely similar.</description><subject>Campaigns</subject><subject>Candidates</subject><subject>Digital media</subject><subject>Expenditures</subject><subject>Internet</subject><subject>Mass media</subject><subject>Online advertising</subject><subject>Political advertising</subject><subject>Presidential elections</subject><subject>Primaries & caucuses</subject><subject>Profiles</subject><subject>Television</subject><subject>Television advertising</subject><subject>Voters</subject><issn>1532-673X</issn><issn>1552-3373</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2020</creationdate><recordtype>article</recordtype><sourceid>7UB</sourceid><recordid>eNp1kM1LAzEQxYMoWKt3jwHPq5l8dHaPpVgtFOqhirclu8nWlG22JrsF_3tTKgiCp3nM_N57MITcArsHQHwAJfgExTsUOSrk_IyMQCmeCYHi_KgFz473S3IV45Yx4DLHEXlbf1i6iHGwdN7VQ6RdQ1e-dd5S7Q1d29YeXHSdp1NzsKFP2m-o87RPPs5gQl-Cjc5Y3zvd0pne7bXb-Gty0eg22pufOSav88f17Dlbrp4Ws-kyq4WCPgNZa8t51VTYNDlUtSrAoNFcFBaFqnKW9qmEG2mKyiRMM4GVyaWBWkojxuTulLsP3edgY19uuyH4VFlyAROBKDFPFDtRdehiDLYp98HtdPgqgZXH75V_v5cs2ckS9cb-hv7LfwMCgG6q</recordid><startdate>202001</startdate><enddate>202001</enddate><creator>Franz, Michael M.</creator><creator>Franklin Fowler, Erika</creator><creator>Ridout, Travis</creator><creator>Wang, Meredith Yiran</creator><general>SAGE Publications</general><general>SAGE PUBLICATIONS, INC</general><scope>AAYXX</scope><scope>CITATION</scope><scope>7UB</scope><scope>8BJ</scope><scope>FQK</scope><scope>JBE</scope><orcidid>https://orcid.org/0000-0003-3268-4358</orcidid></search><sort><creationdate>202001</creationdate><title>The Issue Focus of Online and Television Advertising in the 2016 Presidential Campaign</title><author>Franz, Michael M. ; Franklin Fowler, Erika ; Ridout, Travis ; Wang, Meredith Yiran</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c351t-14cae22bfb7ff81bc591d7da239e735b807ff0162d4d9bdfb7a037bd84d1c44d3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2020</creationdate><topic>Campaigns</topic><topic>Candidates</topic><topic>Digital media</topic><topic>Expenditures</topic><topic>Internet</topic><topic>Mass media</topic><topic>Online advertising</topic><topic>Political advertising</topic><topic>Presidential elections</topic><topic>Primaries & caucuses</topic><topic>Profiles</topic><topic>Television</topic><topic>Television advertising</topic><topic>Voters</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Franz, Michael M.</creatorcontrib><creatorcontrib>Franklin Fowler, Erika</creatorcontrib><creatorcontrib>Ridout, Travis</creatorcontrib><creatorcontrib>Wang, Meredith Yiran</creatorcontrib><collection>CrossRef</collection><collection>Worldwide Political Science Abstracts</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>International Bibliography of the Social Sciences</collection><collection>International Bibliography of the Social Sciences</collection><jtitle>American politics research</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Franz, Michael M.</au><au>Franklin Fowler, Erika</au><au>Ridout, Travis</au><au>Wang, Meredith Yiran</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The Issue Focus of Online and Television Advertising in the 2016 Presidential Campaign</atitle><jtitle>American politics research</jtitle><date>2020-01</date><risdate>2020</risdate><volume>48</volume><issue>1</issue><spage>175</spage><epage>196</epage><pages>175-196</pages><issn>1532-673X</issn><eissn>1552-3373</eissn><abstract>Theories of campaign issue emphasis were developed in a pre-digital era. 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source | Worldwide Political Science Abstracts; SAGE Complete; Alma/SFX Local Collection |
subjects | Campaigns Candidates Digital media Expenditures Internet Mass media Online advertising Political advertising Presidential elections Primaries & caucuses Profiles Television Television advertising Voters |
title | The Issue Focus of Online and Television Advertising in the 2016 Presidential Campaign |
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