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...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
Veröffentlicht in:American politics research 2020-01, Vol.48 (1), p.175-196
Hauptverfasser: Franz, Michael M., Franklin Fowler, Erika, Ridout, Travis, Wang, Meredith Yiran
Format: Artikel
Sprache:eng
Schlagworte:
Online-Zugang:Volltext
Tags: Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
container_end_page 196
container_issue 1
container_start_page 175
container_title American politics research
container_volume 48
creator Franz, Michael M.
Franklin Fowler, Erika
Ridout, Travis
Wang, Meredith Yiran
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
format Article
fullrecord <record><control><sourceid>proquest_cross</sourceid><recordid>TN_cdi_proquest_journals_2316377478</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sage_id>10.1177_1532673X19875722</sage_id><sourcerecordid>2316377478</sourcerecordid><originalsourceid>FETCH-LOGICAL-c351t-14cae22bfb7ff81bc591d7da239e735b807ff0162d4d9bdfb7a037bd84d1c44d3</originalsourceid><addsrcrecordid>eNp1kM1LAzEQxYMoWKt3jwHPq5l8dHaPpVgtFOqhirclu8nWlG22JrsF_3tTKgiCp3nM_N57MITcArsHQHwAJfgExTsUOSrk_IyMQCmeCYHi_KgFz473S3IV45Yx4DLHEXlbf1i6iHGwdN7VQ6RdQ1e-dd5S7Q1d29YeXHSdp1NzsKFP2m-o87RPPs5gQl-Cjc5Y3zvd0pne7bXb-Gty0eg22pufOSav88f17Dlbrp4Ws-kyq4WCPgNZa8t51VTYNDlUtSrAoNFcFBaFqnKW9qmEG2mKyiRMM4GVyaWBWkojxuTulLsP3edgY19uuyH4VFlyAROBKDFPFDtRdehiDLYp98HtdPgqgZXH75V_v5cs2ckS9cb-hv7LfwMCgG6q</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>2316377478</pqid></control><display><type>article</type><title>The Issue Focus of Online and Television Advertising in the 2016 Presidential Campaign</title><source>Worldwide Political Science Abstracts</source><source>SAGE Complete</source><source>Alma/SFX Local Collection</source><creator>Franz, Michael M. ; Franklin Fowler, Erika ; Ridout, Travis ; Wang, Meredith Yiran</creator><creatorcontrib>Franz, Michael M. ; Franklin Fowler, Erika ; Ridout, Travis ; Wang, Meredith Yiran</creatorcontrib><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.</description><identifier>ISSN: 1532-673X</identifier><identifier>EISSN: 1552-3373</identifier><identifier>DOI: 10.1177/1532673X19875722</identifier><language>eng</language><publisher>Los Angeles, CA: SAGE Publications</publisher><subject>Campaigns ; Candidates ; Digital media ; Expenditures ; Internet ; Mass media ; Online advertising ; Political advertising ; Presidential elections ; Primaries &amp; caucuses ; Profiles ; Television ; Television advertising ; Voters</subject><ispartof>American politics research, 2020-01, Vol.48 (1), p.175-196</ispartof><rights>The Author(s) 2019</rights><lds50>peer_reviewed</lds50><oa>free_for_read</oa><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c351t-14cae22bfb7ff81bc591d7da239e735b807ff0162d4d9bdfb7a037bd84d1c44d3</citedby><cites>FETCH-LOGICAL-c351t-14cae22bfb7ff81bc591d7da239e735b807ff0162d4d9bdfb7a037bd84d1c44d3</cites><orcidid>0000-0003-3268-4358</orcidid></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://journals.sagepub.com/doi/pdf/10.1177/1532673X19875722$$EPDF$$P50$$Gsage$$H</linktopdf><linktohtml>$$Uhttps://journals.sagepub.com/doi/10.1177/1532673X19875722$$EHTML$$P50$$Gsage$$H</linktohtml><link.rule.ids>314,778,782,21802,27907,27908,43604,43605</link.rule.ids></links><search><creatorcontrib>Franz, Michael M.</creatorcontrib><creatorcontrib>Franklin Fowler, Erika</creatorcontrib><creatorcontrib>Ridout, Travis</creatorcontrib><creatorcontrib>Wang, Meredith Yiran</creatorcontrib><title>The Issue Focus of Online and Television Advertising in the 2016 Presidential Campaign</title><title>American politics research</title><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.</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 &amp; 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 &amp; 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. 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.</abstract><cop>Los Angeles, CA</cop><pub>SAGE Publications</pub><doi>10.1177/1532673X19875722</doi><tpages>22</tpages><orcidid>https://orcid.org/0000-0003-3268-4358</orcidid><oa>free_for_read</oa></addata></record>
fulltext fulltext
identifier ISSN: 1532-673X
ispartof American politics research, 2020-01, Vol.48 (1), p.175-196
issn 1532-673X
1552-3373
language eng
recordid cdi_proquest_journals_2316377478
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
url https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-17T08%3A44%3A24IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest_cross&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=The%20Issue%20Focus%20of%20Online%20and%20Television%20Advertising%20in%20the%202016%20Presidential%20Campaign&rft.jtitle=American%20politics%20research&rft.au=Franz,%20Michael%20M.&rft.date=2020-01&rft.volume=48&rft.issue=1&rft.spage=175&rft.epage=196&rft.pages=175-196&rft.issn=1532-673X&rft.eissn=1552-3373&rft_id=info:doi/10.1177/1532673X19875722&rft_dat=%3Cproquest_cross%3E2316377478%3C/proquest_cross%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=2316377478&rft_id=info:pmid/&rft_sage_id=10.1177_1532673X19875722&rfr_iscdi=true