Political Advertising in the 2014 European Parliament Elections PDF
Preview Political Advertising in the 2014 European Parliament Elections
Political Advertising in the 2014 European Parliament Elections ChristinaHoltz-Bacha(cid:129)EdoardoNovelli(cid:129)KevinRafter Editors Political Advertising in the 2014 European Parliament Elections Editors ChristinaHoltz-Bacha EdoardoNovelli UniversitätErlangen–Nürnberg UniversitàRomaTre Nürnberg,Germany Roma,Italy KevinRafter SchoolofCommunications DublinCityUniversity Dublin,Ireland ISBN978-1-137-56980-6 ISBN978-1-137-56981-3(eBook) DOI10.1057/978-1-137-56981-3 LibraryofCongressControlNumber:2017935407 ©TheEditor(s)(ifapplicable)andTheAuthor(s)2017 Theauthor(s)has/haveassertedtheirright(s)tobeidentifiedastheauthor(s)ofthisworkin accordancewiththeCopyright,DesignsandPatentsAct1988. Thisworkissubjecttocopyright.AllrightsaresolelyandexclusivelylicensedbythePublisher, whetherthewholeorpartofthematerialisconcerned,specificallytherightsoftranslation, reprinting,reuseofillustrations,recitation,broadcasting,reproductiononmicrofilmsorinany otherphysicalway,andtransmissionorinformationstorageandretrieval,electronicadapta- tion, computer software, or by similar or dissimilar methodology now known or hereafter developed. Theuseofgeneraldescriptivenames,registerednames,trademarks,servicemarks,etc.inthis publicationdoesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesare exemptfromtherelevantprotectivelawsandregulationsandthereforefreeforgeneraluse. Thepublisher,theauthorsandtheeditorsaresafetoassumethattheadviceandinformation in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect tothematerialcontainedhereinorforanyerrorsoromissionsthatmayhavebeenmade. The publisher remains neutral with regard to jurisdictional claims in published maps and institutionalaffiliations. Coverillustration©STEFANSAUER/dpa/Alamy Printedonacid-freepaper ThisPalgraveMacmillanimprintispublishedbySpringerNature TheregisteredcompanyisMacmillanPublishersLtd. Theregisteredcompanyaddressis:TheCampus,4CrinanStreet,London,N19XW, UnitedKingdom A CKNOWLEDGEMENTS The editors would like to thank the participants in the original coding exercise of spots and posters from the 2014 European Parliament elec- tions and also the various contributors to this volume for their work on the text. The editors would also like to acknowledge support from the book publication scheme of the Faculty of Humanities and Social Sciences at Dublin City University, Ireland. v C ONTENTS 1 Introduction 1 ChristinaHoltz-Bacha,Edoardo NovelliandKevinRafter 2 Background tothe 2014Elections 17 KevinRafter 3 Regulation of ElectoralAdvertisingin Europe 27 ChristinaHoltz-Bacha 4 Representations of the EuropeanProject 39 FranciscoSeoanePérez 5 Representations of the EconomicCrisis andAusterity Politics 57 EdoardoNovelli, KevinRafter, Claudia Alvares, IolandaVeríssimo,StamatisPoulakidakos,AnastasiaVeneti, VasilikiTriga,Dimitra L.MilioniandCarmen Sammut 6 A NegativeTouch in Posters andSpots 81 Lilia RaychevaandAndriusŠuminas 7 PopulistPoliticsandthe ‘RadicalRight’ in2014Elections 97 DominicWring, ChristianeGrill, NorbertMerkovity andDavid Deacon vii viii CONTENTS 8 Old VersusNewEurope?Differences in Content and Styleof PoliticalAdvertising 119 RensVliegenthart andReimarZeh 9 In Searchof Common Patterns: PoliticalAdvertising in Central andEastern Europe 135 Valentina Marinescu,Ewa Nowak-Teter, Silvia Branea, BiancaFox,Norbert Merkovity,Zsuzsanna Mihályffy, Tomaž Deželanand AlemMaksuti 10 The First Timefor Everything:Political Advertising in a NewMember State 153 MajaŠimunjakandLana Milanović 11 Candidate-Oriented but No European Spitzenkandidaten: The Roleof Candidates in Political Advertising 169 AlexandreBorrell,JamilDakhliaandChristinaHoltz-Bacha 12 Persuading Beyond Words: VisualAppeals in the 2014European ElectionCampaign 191 TomCarlson, Bengt Johansson andOrlaVigsø Appendix 1 PoliticalAdvertising Project 215 Appendix 2 Codebooks 217 Index 237 L F IST OF IGURES Fig.1.1 Analysisofposters:mainrelationshipsamongvariables 11 Fig.1.2 Analysisofspots/commercials:mainrelationshipsamong variables 12 Fig.4.1 EvaluationofEuropeincampaignvideosbyEuropeanarea 45 Fig.4.2 Campaignvideos,EurophileversusEuroscepticmember states 49 Fig.4.3 Campaignvideos,creditorversusdebtormemberstates 53 Fig.11.1 Presenceofpoliticiansinspots(byEuropeanpartygroup) 177 Fig.11.2 Proportionofspotsshowingpoliticiansacrosscountries 179 Fig.11.3 Presenceofpoliticiansonposters(byEuropeanpartygroup) 183 Fig.11.4 Percentageofpoliticiansonpostersacrosscountries 184 Fig.12.1 Shareofvisualpostersacrosscountries. 197 Fig.12.2 Proportionofspotsdisplayingnationalsymbolsacross countries. 202 ix L T IST OF ABLES Table1.1 Postersandspotsbymemberstate 6 Table2.1 OverviewofpoliticalsituationinEUmemberstates,2009– 2014 22 Table3.1 Freetimeavailableonpublicandcommercialtelevision 31 Table3.2 Broadcasttimepurchasable 32 Table3.3 Regulationofelectoralposters 35 Table6.1 NegativepostersinEUcountries,2014 86 Table6.2 NegativepostersinEUregions 87 Table6.3 NegativepostersindifferentEUgroups(bymembership year) 87 Table6.4 Targetsofnegativeattack 88 Table6.5 NegativecommercialsinEUcountries 90 Table6.6 NegativecommercialsindifferentEUregions 90 Table6.7 NegativespotsindifferentEUcountries(bymembership year) 91 Table6.8 Targetsofnegativeattack 91 Table6.9 Messageofspots 92 Table7.1 Targetsofnegativeattacksincampaignposters 106 Table7.2 Politicalissuesmentionedinposters 106 Table8.1 Dependentvariables 124 Table8.2 Independentvariables 125 Table8.3 Descriptivestatisticsoftheindicators 127 Table8.4 Multilevelanalysespredictingcontentcharacteristics 128 Table9.1 Mainitemsusedinpostersandcommercials 141 Table9.2 Typologyofpostersandcommercials 142 Table9.3 Visualrepresentationsandsymbols:posters 143 xi xii LISTOFTABLES Table9.4 Verbalandvisualrepresentationsandsymbols: commercials 144 Annex Key-derivedvariablesusedintheanalysis 148 Table11.1 Expressionofpoliticians(postersandtelevisionspots) 182 Table12.1 Fivemostcommon‘types’ofpeopleinpostersandspots depictingpeople 200 Table12.2 UseofnationalandEuropeansymbolsinpartypostersand spots 200 Table12.3 Fivemostcommonvisualrepresentationsinpostersand spotsemployingvisualsymbolsofthenationand/orthe EU 203 Table12.4 Predictingvisualstrategiesinthepostersandads 207
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