Audience frames elicited by televised political advertising

dc.contributor.advisor Jeffery Blevins Geske, Elizabeth
dc.contributor.department Greenlee School of Journalism and Communication 2018-08-11T11:56:41.000 2020-06-30T02:31:12Z 2020-06-30T02:31:12Z Thu Jan 01 00:00:00 UTC 2009 2013-06-05 2009-01-01
dc.description.abstract <p>This study used audience analysis to examine the audience frames elicited by political advertising. Eighteen participants between the ages of 25-60 were interviewed and asked questions about their individual responses to political advertising. Overall, this study found that five common frames were elicited: political cynicism frame, issue frame, third person frame, gender frame and ad frame. This study also examined audience frames elicited uniquely by positive and negative ads as well as the role that political advertising plays in the meaning-making process for voters. Overall, the study concluded that voters do not get much, if any use out of political advertising anymore and that political advertising must undergo some drastic changes if it wishes to remain a useful form of campaign communication in the future.</p>
dc.format.mimetype application/pdf
dc.identifier archive/
dc.identifier.articleid 1840
dc.identifier.contextkey 2807038
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath etd/10814
dc.language.iso en
dc.source.bitstream archive/|||Fri Jan 14 18:28:55 UTC 2022
dc.subject.disciplines Communication
dc.subject.keywords Framing
dc.subject.keywords Political advertising
dc.title Audience frames elicited by televised political advertising
dc.type article
dc.type.genre thesis
dspace.entity.type Publication
relation.isOrgUnitOfPublication a90aa4f9-cd8d-4028-bba5-91b31d745f15 thesis Master of Science
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