Unit:
Κατεύθυνση Πολιτική Επικοινωνία και Νέα ΜέσαLibrary of the Faculties of Political Science and Public Administration, Communication and Mass Media Studies, Turkish and Modern Asian Studies, Sociology
Author:
Sotiropoulou Eirini
Supervisors info:
Λίζα Τσαλίκη, Αναπληρώτρια Καθηγήτρια, Τμήμα Επικοινωνίας & Μέσων Μαζικής Ενημέρωσης, ΕΚΠΑ.
Original Title:
Η Αρνητική Διαφήμιση (Negative Campaigning) ως Εργαλείο Πολιτικής Επικοινωνίας στις Προεκλογικές Εκστρατείες
Translated title:
Negative Advertising as a Political Communication Tool in Election Campaigns
Summary:
The thesis aims at identifying, studying and deepening the concept of negative advertising as a Political Communication tool, as well as how it is framed and performed by the presidential candidates in the US political arena. The distinctive difference of this particular subject in relation to other scientific studies in the field of Political Communication and Media is attributed to the fact that it focuses exclusively on negative advertising without examining its effects on the electorate. Instead, it focuses on the nature and content of the political message, analyzing thoroughly Donald Trump’s and Hillary Clinton’s campaign ads. It is an undeniable fact that the US presidential election in 2016 was the only one that was held with candidates belonging to a different gender. Therefore, any finding in the context of negative political advertising is always taken into account with regard to the gender role in the election campaigns. Such approaches are a cornerstone for the further study of Political Communication and their contribution lies in the fact that they examine the leaders and their idiosyncrasy from an alternative perspective.
Main subject category:
Social, Political and Economic sciences
Keywords:
negative advertising, political marketing, US election 2016, campaign management, communication strategies.
