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More Cold Case Than Hot Spot: A Study of Public Opinion on Political Advertising in Swedish Television
Mid Sweden University, Faculty of Science, Technology and Media, Department of Information Technology and Media. (DEMICOM)
Mid Sweden University, Faculty of Science, Technology and Media, Department of Information Technology and Media. (DEMICOM)ORCID iD: 0000-0002-2734-5821
2010 (English)In: Nordicom Review, ISSN 1403-1108, Vol. 31, no 2, 95-111 p.Article in journal (Refereed) Published
Abstract [en]

How does the public perceive televised political advertising when it is introduced as a completely new element of campaign communications? The European Parliamentary Elections in 2009 may be characterized as the first campaign where such advertising appeared on a larger scale in Sweden, but the National Election Campaign in 2006 was the initial breakthrough for political advertising in television. Two major research questions are raised: First, how can public opinion on such political advertising be described? Second, how are these attitudes related to individual and societal factors? The results indicate that attitudes towards political advertising in Sweden are in line with attitudes towards advertising in general. However, ideological beliefs on the individual level seem to be almost irrelevant. Without being on the political agenda, the political TV-advertising issue is mainly considered from non-political perspectives.

Place, publisher, year, edition, pages
Göteborg: Nordicom , 2010. Vol. 31, no 2, 95-111 p.
Keyword [en]
political advertising, public opinion, election campaigns, Sweden
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:miun:diva-12288Scopus ID: 2-s2.0-78649752506Local ID: DEMICOMOAI: oai:DiVA.org:miun-12288DiVA: diva2:372344
Projects
Election Campaigns
Available from: 2010-11-25 Created: 2010-11-25 Last updated: 2013-09-17Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf