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 conc...
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| Format: | Article |
| Language: | Bulgarian |
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South-West University "Neofit Rilski", Department of Sociology, Academic seminar "Media and Education"
2023-12-01
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| Series: | Проблеми на постмодерността |
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| Online Access: | https://pmpjournal.org/index.php/pmp/article/view/366 |
| _version_ | 1797393087392120832 |
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| author | Athanasios Gkounas |
| author_facet | Athanasios Gkounas |
| author_sort | Athanasios Gkounas |
| collection | DOAJ |
| description |
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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| first_indexed | 2024-03-08T23:57:04Z |
| format | Article |
| id | doaj.art-b8e5d4e2087a473caaecc5b173eee54f |
| institution | Directory Open Access Journal |
| issn | 1314-3700 |
| language | Bulgarian |
| last_indexed | 2024-03-08T23:57:04Z |
| publishDate | 2023-12-01 |
| publisher | South-West University "Neofit Rilski", Department of Sociology, Academic seminar "Media and Education" |
| record_format | Article |
| series | Проблеми на постмодерността |
| spelling | doaj.art-b8e5d4e2087a473caaecc5b173eee54f2023-12-13T01:42:20ZbulSouth-West University "Neofit Rilski", Department of Sociology, Academic seminar "Media and Education"Проблеми на постмодерността1314-37002023-12-0113310.46324/PMP2303341Political Marketing & Advertising with the Use of Traditional and New Audio-Visual Media ServicesAthanasios Gkounas0International Hellenic University, Thessaloniki, Greece 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. https://pmpjournal.org/index.php/pmp/article/view/366new mediatraditional mediapolitical marketingpolitical advertisingpolitical audience typology |
| spellingShingle | Athanasios Gkounas Political Marketing & Advertising with the Use of Traditional and New Audio-Visual Media Services Проблеми на постмодерността new media traditional media political marketing political advertising political audience typology |
| title | Political Marketing & Advertising with the Use of Traditional and New Audio-Visual Media Services |
| title_full | Political Marketing & Advertising with the Use of Traditional and New Audio-Visual Media Services |
| title_fullStr | Political Marketing & Advertising with the Use of Traditional and New Audio-Visual Media Services |
| title_full_unstemmed | Political Marketing & Advertising with the Use of Traditional and New Audio-Visual Media Services |
| title_short | Political Marketing & Advertising with the Use of Traditional and New Audio-Visual Media Services |
| title_sort | political marketing advertising with the use of traditional and new audio visual media services |
| topic | new media traditional media political marketing political advertising political audience typology |
| url | https://pmpjournal.org/index.php/pmp/article/view/366 |
| work_keys_str_mv | AT athanasiosgkounas politicalmarketingadvertisingwiththeuseoftraditionalandnewaudiovisualmediaservices |