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 Ophav:
Olsen, Jeanette Mayland1, Forfatter
Kosiara-Pedersen, Karina 2, Vejleder
Tilknytninger:
1Det Samfundsvidenskabelige Fakultet, Københavns Universitet, København, Danmark, diskurs:7001              
2Institut for Statskundskab, Det Samfundsvidenskabelige Fakultet, Københavns Universitet, København, Danmark, diskurs:7003              
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Indhold

Ukontrollerede emneord: politisk reklame, politisk marketing, avisannoncer, valgkamp, valgkampagne, folketingsvalg, markedspositioner, segmentering, targeting, positionering
 Abstract: As a part of the evolution of political campaigning, political marketing found its way to Danish politics in the late 1990s. This has had an impact on how the parties communicate their messages; they have embraced new media platforms and the political messages seem to be targeted certain groups in the electorate. However, the emergence of new media platforms has not replaced the parties’ use of the ‘old’ media plat-forms: the parties still use newspaper advertisement. The subject of this thesis, therefore, is how the par-ties employ political marketing into their newspaper advertisement.
This thesis examines whether political advertising in regional newspapers is organized in accordance with communication strategies derived from the parties’ regional market position and targeted at certain groups within the electorate of the regions. This is done within a framework which combines the theories on mar-ket analysis and the marketing model. The theory on market analysis, however, is modified to fit a Danish political tradition for coalition governments. This means that the original four possible market positions – Leader, Challenger, Follower, and Nicher – are expanded into a two-dimensional matrix because the par-ties’ market positions are both analysed altogether and as a part of a coalition creating a total of 16 possi-ble market positions.
On the basis of a theoretical analysis of the parties’ market positions and the interests of the electorate the political advertising in five regional newspapers during the election campaign in the fall of 2011 is then ex-amined. The analysis shows that the parties do target their political advertising but not perfectly according to the theoretical expectations; the parties’ communication strategies seem to resemble only one market position but whether it is the parties’ market position as a coalition party or altogether varies. Also, only one party seems to employ different regional strategies. When it comes to targeting the electorate, the parties communicate targeted, although with broad messages that can differ between regions and even between different newspapers in the same region.
Altogether the analysis shows that the parties’ do have strategic considerations regarding their regional advertising but it also suggests possibilities for the parties to further target their advertising and – pre-sumably – cash in on a greater voter share.
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Copyright dato:
2012-06-21
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De fulde rettigheder til dette materiale tilhører forfatteren.
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Basal

Bogmærk denne post: https://diskurs.kb.dk/item/diskurs:31219:2
 Type: Speciale
Alternativ titel: En analyse af partiernes brug af politisk reklame i regionalaviser i valgkampen 2011
Alternativ titel: From Political Marketing to Newspaper Advertisement
Alternativ titel: An Analysis the Parties' Use of Political Advertisment in Regional Newspapers During the Election Campaign 2011
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Detaljer

Sprog: Danish - dan
 Datoer: 2012-03-30
 Sider: -
 Publiceringsinfo: København : Københavns Universitet
 Indholdsfortegnelse: Abstract 5
1. Indledning: Hvordan målretter partierne deres avisannoncer? . 6
1.1. Problemformulering 7
1.2. En undersøgelse af partiernes kommunikation 7
1.3. Målrettet politisk reklame – hvad er det? 8
1.3.1. Politisk reklame 9
1.3.2. Målrettede avisannoncer 9
1.4. Variable og hypoteser . 10
1.5. Disposition . 10
2. Den teoretiske ramme 12
2.1. Politisk reklame – udvikling og brug. 12
2.2. Udfyldningsstrategi: Et framework bliver skabt . 14
2.3. Valg af teoretiske udgangspunkter 15
2.4. Markedsanalysen 16
2.4.1. Markedspositioner . 17
2.4.2. Partierne som virksomheder? . 22
2.5. Marketingsmodellen . 23
2.5.1. Segmentering . 24
2.5.2. Targeting . 25
2.5.3. Positionering 25
2.6. Fra teori til avisannoncer . 26
2.6.1. Flere markedspositioner i et dansk flerpartisystem . 27
2.7. Teoretisk analyse: Partiernes markedspositioner og vælgernes interesser . 29
2.7.1. Partiernes markedspositioner . 29
2.7.2. Vælgernes interesser 38
3. Operationalisering og analyseramme 41
3.1. Analyseskema 1: Markedspositionen . 41
3.2. Analyseskema 2: Vælgersegmenter . 42
4. Forskningsdesign og metode . 43
4.1. Valg af forskningsdesign: Tværgående case studie . 43
4.2. Valg af case: Folketingsvalget 2011 44
4.2.1. Valg af partier: Ni partier med 45
4.2.2. Valg af storkredse: Hovedstadsområdet, udkantsdanmark og midtimellem 45
4.2.3. Fra seks regionalaviser til fem . 46
4.3. Primær og sekundær empiri 47
4.4. Dataindsamling . 47
4.4.1. Den primære empiri . 47
4.4.2. Den sekundære empiri . 50
4.5. Dataanalyse . 51
4.5.1. Kvantitativ indholdsanalyse 51
4.5.2. Kodemanual . 52
4.6. Forskningskriterier 53
4.6.1. Gentagelighed 54
4.6.2. Målingsvaliditet 54
4.6.3. Reliabilitet . 55
4.7. Sammenfatning: Et tværgående casestudie med kvantitativ indholdsanalyse 55
5. Analyse . 57
5.1. Partiernes brug af annoncer 57
5.1.1. Enhedslisten: Et nicheparti uden nicher 57
5.1.2. Socialistisk Folkeparti: En trofast Follower 60
5.1.3. Socialdemokratiet: En Challenger-Leader som forventet . 64
5.1.4. Det Radikale Venstre: Fra niche til bredde 68
5.2.5. Kristendemokraterne: Den brede niche 72
5.1.6. Venstre: Her kommer Leaderen 73
5.1.7. Konservative: Den trofaste regeringspartner 78
5.1.8. Liberal Alliance: Egne interesser før alt andet . 82
5.1.9. Dansk Folkeparti: Seniorernes parti 85
5.2. Vurdering af partiernes brug af målrettede avisannoncer 89
6. Konklusion og perspektivering 94
6.1. Undersøgelsens bidrag: En todimensionel markedsanalyse . 96
6.2. Perspektivering: Næste valgkamp 96
8. Litteraturliste . 98
9. Bilagsoversigt 102
 Note: -
 Type: Speciale
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