利用传统和新型视听媒体服务进行政治营销和广告宣传

Athanasios Gkounas
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引用次数: 0

摘要

当前研究的重点是视听媒体服务在政治领域的应用,并试图探索这些媒体/服务所基于的政治营销和广告概念。作为一种整体方法,本研究探讨了公民-选民以及政治家与政治广告和视听媒体/服务有关的问题。它将视听媒体分为传统媒体和新媒体。因此,本研究主要通过对政治家(高级政治家、议会和地区政治家)进行实证调查,以确定视听媒体在政治信息、声明、沟通和广告方面的类型和使用情况。此外,本研究还从政治信息、政治广告以及从政治家和政党那里获得的信息等方面,确定了公民/选民的情况。最后,该研究在政治家和公民/选民之间建立了相同的概念维度,为创建他们类型学的概念框架工具奠定了基础,这将有助于通过使用传统和新型视听媒体对政治营销和政治广告进行全面审视。有关政治家的研究结果表明,视听媒体的可靠性与政治声明行动之间存在关系。政治广告的成功具有多重积极影响,通过视听服务进行政治传播也发挥着重要作用。此外,还建立了关于利用视听媒体服务发表政治声明以及视听媒体服务对投票意向的影响的模型。此外,对政治家的研究结果表明,政治家的特点及其作为政治广告视听媒体服务用户的特征存在一些差异。关于选民的研究结果表明,视听媒体服务的可靠性是政治信息的一个非常重要的因素。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Political Marketing & Advertising with the Use of Traditional and New Audio-Visual Media Services
The current research focuses on the use of audiovisual media services in the political scene and tries to explore the political marketing and advertising concepts on which these media/services are based. As a holistic approach, this research explores the citizen-voter as well as the politician concerning political advertising and audiovisual media/services. It separates the audiovisual media into traditional and new ones. So, primarily, this research empirically investigates the politicians’ profiles (high-ranked politicians, parliament, and regional ones) to determine the type and use of audiovisual media in terms of political information, statements, communication, and advertising. Moreover, it establishes the citizen/voter’s profile in terms of political information, political advertising, and communication received from politicians and political parties. Finally, it is a study with the same conceptual dimensions between the politician and the citizen/voter to establish the basis for creating a conceptual framework-tool of their typology that will contribute to a holistic view of political marketing and political advertising through the use of traditional and new audiovisual media. Findings about politicians show relationships between audiovisual media reliability and political statement actions. The success of political advertising has multiple positive effects, as well as political communication via audiovisual services also plays an important role. Furthermore, models were created concerning the use of audiovisual media services for political statements and the impact of audiovisual media services on the intention to vote. In addition, the results from the politicians indicate several differences regarding the characteristics of the politicians and their profile as a user of audiovisual media services in political advertising. Findings about voters show that the reliability of audiovisual media services is a very important factor for political information.
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