The Effects of Political Advertising on the Perception of Political Images: a Case Study of Polish Presidential Election in 2015
Abstract
The presented article explores the influence of TV political advertising on political images of candidates competing in the 2015 presidential election in Poland. For this purpose, the empirical research (N=507) to check the reactions to campaign spots among voters with different political preferences was carried out. The conducted research shows that political preferences significantly affect both the perception of political images and the emotional attitude to candidates. The study also confirms that political advertising has a moderate importance in creating the images of commonly known politicians. Interestingly, the obtained results prove that emotional attitude towards politicians are more permanent and resistant to change under the influence of advertising messages than political image characteristics.
Keywords
political advertising; effects of political advertising; political image; political preferences; presidential elections in Poland
References
Bowen, L. (1994). Time of Voting Decision and Use of Political Advertising: The Slade Gorton-Brock Adams senatorial campaign. Journalism Quarterly, 71(3), 665–75.
CBOS 172/2014. Zaufanie do polityków w grudniu. Komunikat z badań CBOS no. 172/2014. Warszawa: Centrum Badania Opinii Społecznej.
CBOS 88/2015. Motywy głosowania w pierwszej turze wyborów prezydenckich. Komunikat z badań CBOS no. 88/2015. Warszawa: Centrum Badania Opinii Społecznej.
Chang, Ch. (2003). Party Bias in Political-Advertising Processing-Results from an Experiment Involving the 1998 Taipei Mayoral Election. Journal of Advertising, 32(2), 55–67.
Cwalina, W. (2000). Telewizyjna reklama polityczna. Lublin: Towarzystwo Naukowe KUL.
Franz, M. M. & Ridout, T. N. (2007). Does Political Advertising Persuade? Political Behavior, 29(4), 465–91.
Garzia, D. (2014). Personalization of Politics and Electoral Change. Basingstoke: Palgrave Macmillan.
Glaser, J. & Salovey, P. (1998). Affect in Electoral Politics. Personality and Social Psychology Review, 2(3), 156–72.
Hardy, B. W. (2017). Candidate Traits and Political Choice. In: K. Kenski & K. H. Jamieson (eds), The Oxford Handbook of Political Communication (pp. 437–50). New York, NY: Oxford University Press.
Kaid, L. L., Chanslor, M., & Hovind, M. (1992). The influence of program and commercial type on political advertising effectiveness. Journal of Broadcasting & Electronic Media, 36(3), 303–20.
Korzeniowski, K. (2002). Psychospołeczne uwarunkowania zachowań wyborczych. In: K. Skarżyńska (ed.), Podstawy psychologii politycznej (pp. 237–59). Warszawa: Wydawnictwo Zysk i S-ka.
Mazzoleni, G. & Roper, C. (1995). The Presentation of Italian Candidates and Parties in Television Advertising. In: L. L. Kaid & Ch. Holtz-Bacha (eds.), Political Advertising in Western Democracies: Parties and Candidates on Television (pp. 89–108). Thousand Oaks, CA: Sage.
Olszanecka, A. (2014). Wpływ telewizyjnych reklam wyborczych z kampanii wyborczej do Parlamentu Europejskiego 2014 na postrzeganie partii politycznych. In: A. Olszanecka (ed.), Polityka-Media-Relacje interpersonalne: małe formy eksperymentalne z zakresu komunikowania (pp. 11–23). Katowice: Towarzystwo Inicjatyw Naukowych.
Olszanecka-Marmola, A. & Turska-Kawa, A. (2016). A Woman in Politics or Politics in a Woman? Perception of the Female Leaders of Polish Political Parties in the Context of the 2015 Parliamentary Election. Communication Today, 7(2), 66-77.
Kaniewska-Sęba, A. (2016). Skale do pomiaru postaw stosowane w badaniach wizerunku polityka. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 460, 267–76.
KRRiT (2005). Informacja o wydatkach i wykorzystaniu czasu na emisję odpłatnych audycji wyborczych podczas kampanii wyborczej na urząd prezydenta RP. Warszawa: Krajowa Rada Radiofonii i Telewizji.
KRRiT (2010). Analizy biura KRRiT. Informacja o wydatkach i wykorzystaniu czasu na emisję płatnych audycji wyborczych w radiu i telewizji. Wybory na Urząd Prezydenta Rzeczpospolitej Polskiej 2010. Warszawa: Krajowa Rada Radiofonii i Telewizji.
KRRiT (2015). Wybory na urząd Prezydenta Rzeczpospolitej Polskiej w 2015 r. Informacja o wydatkach i wykorzystaniu czasu na emisję płatnych audycji wyborczych w radiu i telewizji. Warszawa: Krajowa Rada Radiofonii i Telewizji.
Pawełczyk, P. & Jankowiak, B. (2013). Cechy wizerunku politycznego a emocje w głosowaniu na Bronisława Komorowskiego i Jarosława Kaczyńskiego w wyborach prezydenckich w 2010 roku. Raport z badań postaw politycznych studentów. Przegląd Politologiczny, 2, 35–43.
Postelnicu, M. (2008). Two-Step Flow Model of Communication. In: L. L. Kaid & Ch. Holtz-Bacha (eds.), Encyclopedia of Political Communication (pp. 793–94). Thousand Oaks, CA: Sage.
Sears, D. O. (1986). College sophomores in the laboratory: Influences of a narrow data base on social psychology’s view of human nature. Journal of Personality and Social Psychology, 51(3), 515–30.
Skarżyńska, K. (2005). Człowiek a polityka. Zarys psychologii politycznej. Warszawa: Scholar.
Stroud, L. R., Glaser, J., & Salovey, P. (2005). The Effects of Partisanship and Candidate Emotionality on Voter Preference. Imagination, Cognition and Personality, 25(1), 25–44.
Tedesco, J.C. & Kaid, L.L. (2003). Style and Effects of the Bush and Gore Spots. In: L. L. Kaid, J. C. Tedesco, D. G. Bystrom, M. S. McKinney (eds.), The Millennium Election: Communication in the 2000 Campaign (pp. 5–16). Lanham, MD: Rowman & Littlefield.
Turska-Kawa, A. (2012). Emocjonalny odbiór kampanii wyborczych w poszczególnych elektoratach w wyborach parlamentarnych 2011. In: A. Turska-Kawa, W. Wojtasik (eds.), Wybory parlamentarne 2011 (151–68). Katowice: REMAR.
Wattenberg, M. P. (1987). The Hollow Realignment: Partisan Change in a Candidate-Centered Era. Public Opinion Quarterly, 51(1), 58–74.
West, D. (1994). Political Advertising and News Coverage in the 1992 California U.S. Senate Campaigns. The Journal of Politics, 56(4), 1053–75.
Wimmer, R. D. & Dominick, J. R (2010). Mass Media Research: An Introduction (9th Edition). Boston, MA: Wadsworth Publishing.
Zajonc, R. B. (1968). Attitudinal Effects of Mere Exposure. Journal of Personality and Social Psychology Monograph Supplement, 9(2), 1–27.
Żerkowska-Balas, M., Cześnik, M., & Zaremba, M. (2017). Dynamika wiedzy politycznej Polaków. Studia Socjologiczne, 3(226), 7–31.
University of Silesia in Katowice Poland
http://orcid.org/0000-0002-0382-2267
The Copyright Owners of the submitted texts grant the Reader the right to use the pdf documents under the provisions of the Creative Commons 4.0 International License: Attribution-Share-Alike (CC BY-SA). The user can copy and redistribute the material in any medium or format and remix, transform, and build upon the material for any purpose.
1. License
The University of Silesia Press provides immediate open access to journal’s content under the Creative Commons BY-SA 4.0 license (http://creativecommons.org/licenses/by-sa/4.0/). Authors who publish with this journal retain all copyrights and agree to the terms of the above-mentioned CC BY-SA 4.0 license.
2. Author’s Warranties
The author warrants that the article is original, written by stated author/s, has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author/s.
If the article contains illustrative material (drawings, photos, graphs, maps), the author declares that the said works are of his authorship, they do not infringe the rights of the third party (including personal rights, i.a. the authorization to reproduce physical likeness) and the author holds exclusive proprietary copyrights. The author publishes the above works as part of the article under the licence "Creative Commons Attribution-ShareAlike 4.0 International".
ATTENTION! When the legal situation of the illustrative material has not been determined and the necessary consent has not been granted by the proprietary copyrights holders, the submitted material will not be accepted for editorial process. At the same time the author takes full responsibility for providing false data (this also regards covering the costs incurred by the University of Silesia Press and financial claims of the third party).
3. User Rights
Under the CC BY-SA 4.0 license, the users are free to share (copy, distribute and transmit the contribution) and adapt (remix, transform, and build upon the material) the article for any purpose, provided they attribute the contribution in the manner specified by the author or licensor.
4. Co-Authorship
If the article was prepared jointly with other authors, the signatory of this form warrants that he/she has been authorized by all co-authors to sign this agreement on their behalf, and agrees to inform his/her co-authors of the terms of this agreement.
I hereby declare that in the event of withdrawal of the text from the publishing process or submitting it to another publisher without agreement from the editorial office, I agree to cover all costs incurred by the University of Silesia in connection with my application.
