The Impact of Political Advertising in the 2001 U.K. General Election
The Impact of Political Advertising in the 2001 U.K. General Election
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政治广告对 2001 年英国大选的影响
DOI：
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发表时间：
2005
期刊：
影响因子：
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通讯作者：
P. Norris
中科院分区：
文献类型：
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作者：
David Sanders;P. Norris
本文探讨了在2001年英国大选期间，宣传和攻击政党选举广播（PEBs）在多大程度上影响了选民的政党偏好。分析使用的实验设计，涉及进行“媒体曝光”测试的大伦敦选民（N = 919）在2001年6月竞选活动的最后几周的代表性样本。受访者在接触各种不同的媒体刺激之前完成了一份预测试问卷。他们的政治态度在测试后的问卷中再次被测量。实证研究结果表明，在2001年，在一般情况下，PEBs施加的主要政党的选民形象的直接影响不大。然而，有一系列“部分”曝光效应仅限于特定的选民分组。例如，对于无党派选民来说，“攻击性”广告似乎不如“宣传性”广告有效。事实上，在英国，2001年，在某些情况下，负面宣传显然起了反作用，因为它似乎积极激发了对攻击目标的同情，而不是加强了发起者的相对地位。
This article explores the extent to which advocacy and attack Party Election Broadcasts (PEBs) affected voters’ party preferences during the British general election campaign of 2001. The analysis uses an experimental design that involved conducting “media exposure” tests on a representative sample of Greater London voters (N = 919) during the final weeks of the June 2001 election campaign. Respondents completed a pre-test questionnaire before being exposed to a variety of different media stimuli. Their political attitudes were then measured again in a post-test questionnaire. The empirical findings suggest that, in general, PEBs exerted little direct effect on voters’ images of the main political parties in 2001. However, there were a series of “partial” exposure effects confined to particular sub-groups of voters. For example, for non-partisan voters, “attack” advertising appears to have been less effective than “advocacy” advertising. Indeed, in the U.K. in 2001 there were contexts in which negative campaigning was explicitly counter-productive in the sense that it appears to have actively stimulated sympathy for the target of the attack rather than strengthened the relative position of the sponsor.