Μετ.Εργ. Πολιτική Διαφήμιση και Τηλεόραση.pdf
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Α.Τ.Ε.Ι. ΘΕΣΣΑΛΟΝΙΚΗΣ ΣΧΟΛΗ: ΟΙΚΟΝΟΜΙΑΣ ΚΑΙ ΔΙΟΙΚΗΣΗΣ ΤΜΗΜΑ: ΕΜΠΟΡΙΑΣ ΚΑΙ ΔΙΑΦΗΜΙΣΗΣ ΠΤΥΧΙΑΚΗ ΕΡΓΑΣΙΑ ΤΙΤΛΟΣ: Η Τηλεοπτική Πολιτική Διαφήμιση στην Ελλάδα ΕΡΓΑΣΙΑ ΤΟΥ ΦΟΙΤΗΤΗ: ΧΡΗΣΤΟΥ ΤΖΟΥΝΗ (Α.Μ 053/04) ΥΠΕΥΘΥΝΟΣ ΚΑΘΗΓΗΤΗΣ: κ. ΤΑΥΛΑΡΙΔΗΣ ΕΜΜΑΝΟΥΗΛ 1
Transcript of Μετ.Εργ. Πολιτική Διαφήμιση και Τηλεόραση.pdf
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37Plasser F. Scheucher C and Senft C. (1999), Is there a European style of political marketing? A survey of political managers and consultants, in Newman I.B.(eds), Handbook of political marketing, Thousand Oaks, CA : Sage Publications, pp.89-112
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2000
[38%],
[22%] [8%].
2004
. [72%]
, [16%]
.
59
-
(9%
3% ).
,
, .
.
,
.
,
.
, .
,
.
.
(image attributes) .
.
/
. , 50%
. 13% 13%
, .
. ,
, ,
:
:
. ,
60
-
.
. , ,
, .
.
,
.
. .
.
.
. 40%
, 53% 7% .
,
( ,
) .
(72% 25% )
(16% - 0%),
( 38% - 9%),
( 17% - 3%), ( 8% - 0%)
( 8% - 0%).
.
2004,
. ,
, ,
, ,
. , ,
(45%), (33%)
(22%).
61
-
2004 38%
, 38% 25% .
,
( , ),
.
,
.
. ,
, .
.
, ,
.
2007 /
53% ,
17% 3%.
27% .
:
: 2004
,
. .
. .
, . .
.
.
, .
.
. .
.
. .
62
-
, 2007, 39%
, 21% , 18% ,
14% 7% .
.
,
.
.
,
.
.
,
, ,
. ,
,
.
/ .
,
,
.
,
,
. Roper39 1992, 14%
/ ,
2% .
63
-
, . Kaid Johnston40
/ : []
, [] [] .
.
/
,
2000
. .
39Roper, C.S. (1996), A Cross-Cultural Analysis of the Content of Televised Political Ads in the United States and Italy, , Norman, The University of Oklahoma.40Kaid, L.L, Johnston, A. (2001), Videostyle in Presidential Campaigns: Style and Content of Televised Political Advertising, Westport Con. and London: Preager.
/
vox populi,
,
.
.
.
.
/ .
, 2004,
,
64
-
,
. : 2000 2004 ( ): , . 7,5%. . 3,5%. . 9,5 2006 , , . ; ;
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, .
2004 2007.
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.
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65
-
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:
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.
3.2.2
.
:
:
.
: ,
. .
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.
/ :
.
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.
.
66
-
.
/ :
.
. .
:
. .
,
, ,
. ,
,
,
.
/ ,
/ .
5:
1993- 1994
6:
1996- 1999
67
1993 1994 0% 15% 6% 71% 100% 85% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 10% 4% 0% 0% 0% 45% 30% 39% 0% 0% 0% 52% 45% 49% 0% 0% 0% 3% 0% 2% 29% 0% 15% [-%] 29 20 49 7 6 13
100% 100% 100% 100% 100% 100%
-
7:
2000 & 2004
8:
2004 2007
68
1996 1999 . . . . 24% 28% 53% 32% 0% 0% 100% 33% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 41% 36% 41% 40% 39% 50% 0% 29% 32% 36% 6% 27% 62% 50% 0% 38% 3% 0% 0% 1% 0% 0% 0% 0% [-%] 34 25 17 76 13 10 11 34
100% 100% 100% 100% 100% 100% 100% 100%
2000 2004 . . . . 16% 8% 38% 17% 13% 3% 50% 17% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 22% 58% 62% 37% 67% 9% 44% 36% 63% 33% 0% 46% 21% 88% 6% 47% [-%] 32 25 8 52 24 32 16 72
100% 99% 100% 100% 101% 100% 100% 100% 100,
2004 2007 17% 0% 13% 25% 3% 17% 14% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 7% 0% 3% 83% 25% 69% 21% 33% 75% 36% 0% 75% 19% 54% 57% 8% 47% 0% 0% 0% 0% 0% 0% 0% [-%] 12 4 16 28 30 12 70
100% 100% 101% 100% 100% 100% 100% 100,
-
1993 ,
.
[39%].
[49%] ,
[6%] / [4%] ( 5).
.
,
.
1996
[32%].
,
.
,
. 1996
[27%].
1993 [40%],
. ,
( 6).
,
.
1994
, 85%
.
69
-
.
1999,
2000 ,
1994, 33% , 38%
29% .
,
( 6).
,
.
2000 46%
, 37% 17%
. 2000
( 7).
.
[58%,
22% )
,
,
.
,
-
,
( 5). :
, 1993:
.
. .
,
. ,
. .
.
70
-
, 2000: .
, , , . ,
.
. .
.
.
.
, .
, ( ),
.
2004
2000: 47% , 36%
17% ( 7).
.
2000 , ,
. 2004 ,
,
. 88%
, .
[67%]
[21%].
2004
.
2004. ,
,
.
89% .
, ,
.
71
-
53%, 0%
33%.
[11% 13%]
. .
,
, .
.
2007
.
2007.
,
:
:
: , .
: .
, .
.
2004
.
75% 25%
( 8). ,
2004,
83% 17%.
2007
,
72
-
.
.
: 57% 54%
, , 33% 21%
( 8).
,
/ .
,
.
,
,
,
.
, ,
,
.
,
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(tactful communication)
.
.
. , ,
,
,
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.
73
-
.
.
.
. . ,
.
.
. ,
. ,
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,
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.
3.2.3
.
,
. ,
, ,
.
: .
,
, .
74
-
: ,
.
: .
.
.
9:
1993 1994
1993 1994 31% 25% 29% 71% 0% 39% 62% 65% 63% 0% 100% 46% 7% 10% 8% 29% 0% 15%
0% 0% 0% 0% 0% 0% [ - %] 29 20 49 7 6 13
100% 100% 100% 100% 100% 100%
10:
1996 1999
75
-
11:
2000 & 2004
12:
2004 2007
2004 2007 . . 0% 0% 0% 30% 25% 8% 24% 0% 75% 56% 10% 36% 83% 33% 100% 25% 44% 53% 39% 8% 40%
0% 0% 0% 7% 0% 0% 3%
76
1996 1999 . .
9% 32% 6% 16% 69% 50% 9% 44% 62% 68% 81% 68% 31% 0% 91% 41% 29% 0% 13% 16% 0% 50% 0% 15%
0% 0% 0% 0% 0% 0% 0% 0% [ - %] 34 25 17 76 13 10 11 34
100% 100% 100% 100% 100% 100% 100% 100%
2000 2004 . . 35% 25% 0% 27% 8% 22% 13% 15% 35% 42% 100% 46% 38% 9% 44% 26% 31% 33% 0% 27% 50% 69% 44% 57%
0% 0% 0% 0% 4% 0% 0% 1% [ - %] 32 12 8 52 24 32 16 72
101% 100% 100% 100% 100% 100% 101% 99% 100,
-
[ - %] 4 12 16 30 28 12 70100% 100% 100% 100% 100% 99% 100%
100,
13:
1993 1994
1993 1994 38% 60% 47% 71% 0% 39% 100% 80% 92% 100% 100% 100%
24% 30% 27% 100% 0% 54%
[] 29 20 49 7 6 13 100%
14:
1996 1999
1996 1999 . . . . 17% 52% 6% 26% 69% 100% 45% 76% 94% 88% 94% 92% 100% 100% 91% 97% 41% 36% 41% 40% 84% 50% 36% 59% [] 34 25 17 76 13 10 11 34
100%
15:
2000 & 2004
2000 2004 . . . . 75% 58% 25% 64% 42% 34% 50% 40% 90% 100% 100% 94% 75% 34% 94% 61% 69% 41% 38% 58% 71% 75% 50% 68%
77
-
[] 32 12 8 52 24 32 16 72 100%
16:
2004 2007
2004 2007 . . 75% 25% 38% 43% 63% 42% 51% 100% 100% 100% 93% 47% 92% 73% 100% 100% 100% 64% 83% 58% 71% [] 4 12 16 28 30 12 70
100%
92%
1993, 92% 1996,
100% 1994,
2004 61%
2007 73%.
, 47% 1993 39% 1994
26% 1996, 1999 76% 2000 64%,
2004 40% 2007 51%. ,
,
: 27% 1993 40% 1996, 58% 2000
68% 2004, 71% 2007.
,
1993
63% , 29%
8%,
( 9). 1996
(68%, 10),
. 1996
,
78
-
.
[29%], , [32%].
.
,
2004..
1999 44%
41%. 2000
46%,
27%,
.
2004 2007
, 26% 33% ,
, 57% 40% .
,
2004 2007
. 2004
. 34%
, 34% 75% .
.
,
.
.
, ,
.
,
,
. ,
.
,
79
-
. () ,
.
51%
.
2004
. , ,
. ,
63%. ,
, , 50%
38% .
,
.
,
.
67% 87%.
[44%] [44%],
12%.
,
, /
. :
. .
800
. 800
, , ,
Dover41,
.
80
-
41Dover, E .D (2006), Images, Issues and Attacks, Lanham: Lexington Books
2004,
,
.
. , ,
, .
.
.
, ,
.
,
.
2007,
,
3.3 3.3.1
(image) (issues).
,
.
.
, , .
,
81
-
. ,
: [] ,
, [] ,
.
Boulding42,
.
.
. (image formation)
.
, ,
,
.
.
.
, , .
. ,
,
.
. ,
.
,
. ,
,
82
-
42Boulding, K. (1956), The image, Ann Arbor: University of Michigan Press
.
,
,
,
, .
.
. (agenda setting)
.
,
,
.
-
.
(issue ownership)
, .
1999
.
.
,
.
,
,
83
-
.
:
,
.
. ,
, .
,
. ,
.
,
.
,
, .
. ,
. ,
,
. ,
,
,
. ,
. ,
Zakahi Hacker43 ,
84
-
43Zakahi , W. R., Hacker, K.L. (1995), Televised Presidential Debates and Candidate Images ( 99-122), Hacker, K, L Candidate Images in Presidential Elections, Westport, Connecticut Preager
17:
1993 1994
1993 1994 45% 60% 51% 71% 100% 85% 55% 40% 49% 29% 0% 15% [ - %] 29 20 49 7 6 13
100% 100% 100% 100% 100% 100%
18:
1996 1999
1996 1999 . . . . 47% 44% 29% 42% 77% 50% 0% 44% 53% 56% 71% 58% 23% 50% 100% 56% [ - %] 34 25 17 76 13 10 11 34
100% 100% 100% 100% 100% 100% 100% 100%
19:
2000 & 2004
20:
2004 2007
2004 2007
85
2000 2004 . . . . 41% 58% 50% 46% 33% 88% 25% 56% 59% 42% 50% 54% 67% 13% 75% 44% [ - %] 32 12 8 52 24 32 16 72
100% 100% 100% 100% 100% 101% 100% 100% 100,
-
. . 0% 0% 0% 63% 54% 17% 51% 100% 100% 100% 37% 46% 83% 49% [ -
%]
4 12 16 30 28 12 70
100% 100% 100% 100% 100% 99% 100%
, ,
. . 1993
49%
51%. 1996 58% 42%.
1994 85%
, 1999 44%
56% , .
1999
,
,
.
2000 41% ,
59%
. ,
58% 42% .
2004 56%
44% .
.
,
88%
13% ( 19).
,
,
. (100%)
86
-
. , ,
53% 57%.
,
. ,
2004 (67% 13%)
(33% 88%) .
2007
(51%)
(49%),
. , 63%
37% . ,
, 54% 46%
.
, 2004
2007 , ,
( 2004),
.
,
.
2004
.
2007
,
.
:
: 7
.
87
-
: . .
. , .
. .
:
. 13
. .
.
, ,
,
.
, .
,
.
3.3.2
,
.
.
. ,
.
.
.
Kaid Davidson44,
,
.
88
-
. , :
: .
,
.
:
.
.
,
.
:
.
21:
1993 1994
1993 1994 68% 69% 69% 100% 100% 100% 5% 6% 6% 0% 0% 0% 26% 25% 26% 0% 0% 0%
19
99%
16
100%
95
101%
7
100%
6
100%
13
100%
65% 80% 71% 100% 100% 100%
35% 20% 29% 0% 0% 0% [ - %] 29 20 49 7 6 13
100% 100% 100% 100% 100% 100% 100,
44Kaid, L. L, Davidson, D. K. (1986), Elements of Videostyle ( 184-209), Kaid, L.L, Nimmo,D. Sanders, K. R, New Perspectives on Political Advertising, Illinois: Southern Illinois University. 22:
1996 1999
1996 1999
.
.
.
.
67% 81% 91% 77% 25% 90% 100% 62% 17% 5% 0% 9% 0% 10% 0% 4%
89
-
17% 14% 9% 14% 75% 0% 0% 35%
24
101%
21
100%
11
100%
56
100%
12
100%
10
100%
4
100%
26
101%
71% 84% 65% 75% 92% 100% 36% 76%
29% 14% 35% 25% 8% 0% 64% 23% [ - %] 34 25 17 76 13 10 11 34
100% 100% 100% 100% 100% 100% 100% 100% 100,
23:
2000 & 2004
2000 2004
.
.
.
.
67% 60% 100% 62% 25% 7% 100% 23% 0% 0% 0% 0% 33% 0% 0% 8% 34% 40% 0% 38% 42% 93% 0% 69%
27
101%
10
100%
2
100%
39
100%
12
100%
30
100%
6
100%
48
100%
84% 83% 25% 75% 50% 94% 37% 67%
16% 17% 75% 25% 50% 6% 63% 33% [ - %] 32 12 8 52 24 32 16 72
100% 100% 100% 100% 100% 100% 100% 100%
24:
2004 2007
2004 2007 . . . 50% 100% 92% 30% 50% 88% 47% 50% 0% 8% 9% 13% 13% 11% 0% 0% 0% 61% 38% 0% 43%
2
100%
11
100%
13
100%
23
100%
16
101%
8
101%
47
101%
50% 92% 81% 77% 57% 67% 67%
90
-
50% 8% 19% 23% 43% 33% 33% [ - %] 4 12 16 30 28 12 70
100% 100% 100% 100% 100% 100% 100% 100,
29% 1993, 25% 1996
2000, 23% 1999, 33% 2004 2007
19% 2004. ,
1994 2004,
.
.
1993 69%
, 6%
, 26%
( 21).
1996,
14%
( 22).
1993 1996
, 1996
,
.
1999
. 62%
, 4%
, 35% ( 22).
.
.
91
-
.
, 75%
.
2000 62%
, 38%
,
( 23).
2000
,
,
.
2004
[69%]
[23%].
.
,
.
2004
[93%]. , ,
63% , 37%
.
2007 47%
,
43% .
.
,
(61% 38%).
92
-
,
.
3.3.3
.
, ,
. 45 ,
:
-. ,
.
- ,
.
,
. 45, . (1993), , :
,
1999.
1999 .
.
.
,
.
,
.
1993
93
-
(75% 33%) ,
. ,
.
2004.
, .
.
,
.
,
.
,
. ,
, -
. , 1993
,
1996
. ,
.
1996
,
.
1999 2000
94
-
,
,
2000 . ,
,
,
.
,
,
.
, ,
2004
2007. , 49%
1993, 33% 1996 65% 2000, 2004
6% 2007 9%.
3.3.4
. ,
,
.
,
.
. ,
, ,
.
95
-
.
,
. ,
,
. ,
.
,
.
1999:
: , ,
.
.
3.3.5
,
.
.
, Tinacci-Mannelli46
. Roper
39%
, 2%.
96
-
Kaid Johnston
1952-1996 5%
, 34%
.
,
,
. ,
.
.
-
,
,
.
46 Roper, 39
,
.
,
,
. :
.
,
.
.
97
-
25:
1993 1994
1993 1994 97% 100% 98% 100% 100% 100% -
0% 0% 0% 0% 0% 0%
3% 0% 2% 0% 0% 0%
0% 0% 0% 0% 0% 0% [ - %] 29 20 49 7 6 13
100% 100% 100% 100% 100% 100%
26:
1996 1999
1996 1999 . . . . 88% 80% 94% 87% 85% 0% 100% 65% -
6% 0% 0% 3% 15% 0% 0% 6%
6% 20% 6% 11% 0% 50% 0% 15%
0% 0% 0% 0% 0% 50% 0% 15% [ - %] 34 25 17 76 13 10 11 34
100% 100% 100% 101% 100% 100% 100% 101% 100,
27:
2000 & 2004
2000 2004
98
-
. . . . 22% 92% 75% 46% 38% 94% 81% 72%
- 59% 0% 25% 40% 42% 0% 0% 14%
19% 8% 0% 14% 21% 6% 19% 14%
0% 0% 0% 0% 0% 0% 0% 0% [ - %] 32 12 8 52 24 32 16 72
100% 100% 100% 100% 100% 100% 100% 100%
28:
2004 2007
2004 2007 . . . 50% 50% 50% 47% 96% 67% 70% -
0% 50% 37% 0% 4% 17% 4%
50% 0% 13% 53% 0% 17% 26%
0% 0% 0% 0% 0% 0% 0% [ - %] 4 12 16 30 28 12 70
100% 100% 100% 100% 100% 101% 100% 100,
1993-1996
: 98% 1993, 87%
1996 100% 1994. 1996,
,
:
[3%] [11%].
1999, 65% ,
6% 15% ,
15% ,
,
99
-
. ,
. ,
.
.
2000 46% ,
40%
14%.
,
.
.
2004 72%
14%,
14%.
2004
. 94%
6% .
,
,
.
,
. ,
,
,
.
,
.
,
, .
,
100
-
.
, ,
,
,
.
,
13%,
27% 60%
.
: 2004
.
..
2004
, ,
.
, ,
.
.
.
, .
2007 26%
, 70% .
. 53%
. ,
, . ,
. .
.
. . 2007
96%.
101
-
,
2004 2007
, , , ,
.
2004,
.
.
3.3.6 ,
, ,
.
.
. Roper,
, 34%
,
11%.
.
. , , ,
,
,
.
;
1999.
: [] ,
, []
, .
102
-
, [] ,
.
: , ,
.
:
,
.
: 13
,
.
1999 .
(, ,
, ) ,
.
,
. ,
.
,
, 1996
1999,
.
-
(, , )
.
2000:
. ,
.
103
-
.
. 23%, 9%. ,
.
. ,
, ,
,
, ,
,
, ,
, .
.
, ,
,
. 2004, 93%
47% .
1993
16% , 1994
39%, 8% 1996. 1999
32%, 2000 21%.
2004 29% 2007 17%.
,
. , ,
,
,
.
.
104
-
3.3.7
.
.
H Cambridge47,
1968-1988,
:
1. .
2. .
3. , ,
(intensity of
packaging) .
,
, .
,
,
,
. ,
.
, ,
.
.
.
1993,
. ,
105
-
,
,
.
47Cambridge, P. O. (1995), Music in Political Advertising: An analysis of the Use of Music in Presidential Campaign Spots, 1968-1988, AEJMC.
,
,
.
.
, Cambridge
. , Cambridge,
,
,
,
.
. ,
.
1993,
.
.
1996 1999,
,
106
-
( , ,
). 1999,
,
.
1996 (Pink Floyd The Wall)
1999 2000 .
3.4
.
1956
1952
.
/, ,
.
3.4.1
.
, ,
, ,
.
,
. ,
107
-
.
. ,
,
,
.
,
, . ,
.
,
, ,
.
/ .
.
,
.
/ .
.
.
,
,
.
,
,
, .
108
-
29:
1993 1994
1993 1994 7% 15% 10% 100% 83% 92% 79% 65% 73% 0% 0% 0% 14% 20% 16% 0% 17% 7% [ - %] 29
100%
20
100%
49
99%
7
100%
6
100%
13
99% 90% 90% 90% 0% 67% 31% 17% 85% 45% 0% 0% 0% 100,
30:
1996 1999
1996 1999 . . . . 59% 36% 76% 55% 92% 50% 18% 56% 15% 60% 12% 29% 0% 50% 45% 29% 26% 4% 12% 16% 8% 0% 36% 16% [ - %] 34
100%
25
100%
17
100%
76
100%
13
100%
10
100%
11
99%
34
100% 56% 64% 41% 55% 31% 70% 81% 59% 0% 16% 18% 9% 31% 20% 9% 2%1
100,
109
-
31:
2000 & 2004
2000 2004 . . . . 81% 50% 100% 77% 83% 81% 44% 74% 19% 50% 0% 23% 0% 0% 25% 6% 0% 0% 0% 0% 17% 19% 31% 21% [ - %] 32
100%
12
100%
8
100%
52
100%
24
100%
32
100%
16
100%
72
101% 31% 50% 63% 40% 33% 34% 100% 49% 9% 17% 25% 14% 29% 3% 38% 19%
100,
32:
2004 2007
2004 2007 . . . 100% 100% 100% 100% 61% 42% 74% 0% 0% 0% 0% 39% 58% 26% 0% 0% 0% 0% 0% 0% 0% [ - %] 4
100%
12
100%
16
100%
30
100%
28
100%
12
100%
70
100% 0% 8% 6% 17% 75% 100% 54% 0% 0% 0% 0% 14% 50% 14%
Trent Friedenberg
.
1993
.
.
Benoit48
110
-
. Dover
, ,
. ,
.
, , ,
.
, .
, ,
. .. 1993
.
,
( )
. 1996
,
,
.
48Benoit, W.L (2007), Communication in Political Campaigns, New York : Peter Lang Publishing
, 73% 1993
29% 1996,
, 90% 1993 55% 1996.
1999
111
-
,
. ,
.
.
.
, ,
.
.
, ,
,
.
,
,
.
,
.
, 2000,
2004 2007,
: 77%, 74% 74%.
.
40% 2000, 49% 2004
54% 2007.
.
112
-
2004
. (81% 83% ),
.
,
.
,
, ,
. 2004
.
.
.
,
, ,
.
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.
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.
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,
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.
113
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114
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.
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.
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.
.
/.
.
.
. .
33:
1993 1994
1993 1994
115
-
38% 33% 36% 0% 0% 0%
15% 38% 25% 0% 75% 75% /
0% 11% 5% 0% 0% 0% ,
0% 6% 2% 0% 0% 0%
65% 33% 52% 0% 0% 0%
85% 39% 66% 0% 25% 25%
0% 6% 2% 0% 0% 0% 0% 0% 0% 0% 0% 0% ()* 26 18 44 0 4 4
*
/ .
34:
1996 1999
1996 1999 . . . .
21% 88% 0% 43% 0% 71% 11% 30%
116
-
32% 38% 14% 31% 25% 0% 0% 5%
/
5% 0% 0% 2% 0% 0% 22% 10% ,
16% 6% 14% 12% 0% 0% 0% 0%
42% 25% 0% 29% 100% 100% 56% 90%
74% 44% 29% 55% 25% 0% 11% 10%
32% 42% 0% 31% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 15% ()* 19 16 7 42 4 7 9 20*
/ .
35:
2000 & 2004
2000 2004 . . . .
0% 0% 0% 0% 38% 0% 6% 11%
60% 0% 0% 35% 0% 0% 13% 6% /
0% 0% 0% 0% 0% 0% 25% 11% ,
117
-
0% 0% 0% 0% 0% 0% 0% 0%
10% 67% 0% 29% 63% 73% 13% 43%
30% 17% 0% 24% 0% 27% 69% 40%
0% 33% 0% 12% 0% 0% 6% 3% 0% 0% 0% 0% 0% 0% 0% 0% ()* 10 6 5 32 24 32 16 72*
/ .
36:
2004 2007
2004 2007 . . .
0% 0% 0% 0% 5% 17% 8%
0% 0% 0% 0% 0% 8% 3% /
100% 0% 100% 0% 10% 0% 5% ,
0% 0% 0% 0% 0% 0% 0%
0% 0% 0% 100% 90% 50% 79%
118
-
0% 0% 0% 0% 19% 42% 24%
0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% ()* 1 0 1 5 21 12 38
*
/ .
37:
1993 1994
1993 1994
35% 56% 43% 0% 0% 0% 65% 6% 41% 0% 0% 0%/ 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
0% 39% 16% 0% 100% 100% ()* 26 18 44 0 4 4
*
/ .
38:
1996 1999
1996 1999 . . . .
32% 94% 0% 50% 0% 71% 11% 30% 63% 6% 0% 31% 100% 0% 11% 25%/
0% 0% 29% 5% 0% 0% 56% 25%
119
-
0% 0% 14% 2% 0% 0% 0% 0%
5% 0% 57% 12% 0% 29% 22% 20% ()* 19 16 7 42 4 7 9 20*
/ .
39:
2000 & 2004
2000 2004 . . . .
50% 83% 0% 48% 38% 0% 6% 11% 30% 17% 0% 19% 63% 55% 6% 34%/ 0% 0% 0% 0% 0% 0% 56% 26% 0% 0% 0% 0% 0% 0% 0% 0%
20% 0% 100% 33% 0% 45% 31% 29% ( - %)* 10 6 5 21 8 11 16 35
100% 100% 100% 100% 101% 100% 99% 100% 100,
*
/ .
40:
2004 2007
2004 2007 . . .
0% 0% 0% 0% 67% 25% 45% 0% 0% 0% 0% 19% 8% 13%/ 0% 0% 0% 0% 0% 25% 8% 0% 0% 0% 0% 5% 0% 3%
100% 0% 0% 100% 10% 42% 32% ( - %)* 1 0 1 30 28 12 70
100% 100% 100% 101% 100% 100% 100,
*
120
-
/ . 1993 65%
, 35%
.
. 56% . , 6%
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( 37).
- 1989. ,
1990.
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1990.
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.
1993 1996
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1996,
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.
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1996 32%
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,
121
-
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Swanson Mancini 49 ,
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122
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49Swanson, D. L, Mancini, P. (1996), Politics, Media and Modern Democracy, Westport: Praeger.
, 2000:
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130
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41 :
1993 1994
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4% 22% 11% 0% 0% 0%
4% 6% 5% 0% 0% 0%
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*
/ .
131
-
42:
1996 1999
1996 1999 . . . . 0% 6% 0% 2% 0% 29% 0% 10%
0% 6% 0% 2% 0% 0% 0% 0%
0% 15% 0% 5% 0% 0% 0% 0%
26% 69% 0% 33% 0% 0% 0% 0%
( ) 0% 0% 0% 0% 4% 0% 0% 20% 95% 81% 100% 88% 100% 71% 100% 85% ()* 19 16 7 42 4 7 9 20 100
*
/ .
43:
2000 & 2004
132
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2000 2004 . . . . 10% 0% 0% 6% 0% 0% 19% 9%
0% 0% 0% 0% 0% 0% 0% 0%
20% 0% 0% 12% 0% 0% 0% 0%
40% 100% 0% 59% 0% 0% 0% 0%
( ) 20% 100% 40% 47% 0% 45% 0% 14% 50% 0% 80% 53% 63% 55% 63% 60% - - - - 38% 0% 25% 20% ( - %)* 10 6 5 21 8 11 16 35
100
*
/ .
44:
2004 2007
2004 2007 . . . 0% 0% 0% 0% 5% 0% 3%
0% 0% 0% 0% 0% 8% 3%
133
-
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0% 0% 0% 0% 24% 8% 11%
( ) 0% 0% 0% 40% 0% 0% 11% 0% 0% 0% 20% 86% 83% 76% 100% 0% 100% 40% 10% 17% 16% ( - %)* 1 0 1 5 21 12 38
100
*
/ .
.
95%
1993, 100% 1994, 88% 1996,
85% 1999, 53% 2000, 60% 2004 76% 2007.
.
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.
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134
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2007.
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.
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Fiorina52
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51Boiney , J, Paletz, D,L. (1991), In Search of the Model Model: Political Science Versus Political Advertising Perspectives on Voter Decision Making, Biocca F., Television and Political Advertising, Volume 1: Psychological Processes. Hillsdale, NJ: Lawrence Erlbaum Associates. 52Fiorina, M.P.(1981), Retrospective Voting in American National Elections, New Haven, Conn: Yale University Press.
Van Hoof 53
-
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, .
.
,
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137
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53Van Hoof, A.M.J., Kleinnijenhuis, J., Oegema, D., De Ridder, J.A.(2003), Guild and Penance: Prospective and Retrospective Voting in 2002.
4
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,
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56Surlin, S. H., Gordon, T.F.(1976), Selective Exposure and Retention of Political Advertising, Journal of Advertising Research, 5 (. 32-44)57Klapper, J. T,(1960), The Effects of Mass Communication, New York: The Free Press
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