| 负面竞选广告研究综述 |
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| 引用本文： | 黄合水,莫莉.负面竞选广告研究综述[J].国际新闻界,2012(3):91-96. |
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| 作者姓名： | 黄合水 莫莉 |
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| 作者单位： | 厦门大学新闻传播学院 |
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| 基金项目： | 黄合水主持的国家社科基金课题“台湾政治广告研究”(10BXW033)的阶段性成果 |
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| 摘 要： | 本文梳理归纳了负面竞选广告相关研究的切入角度和结论,总结存在的分歧,指明未来研究的方向。综述发现,负面竞选广告研究大都基于西方文化背景和传统媒体,广告的使用受到候选人在任与否、民意支持度、所属政党、竞选阶段和文化的影响;广告发挥了候选人所预期的效果,但也可能产生反弹效果。此外,负面竞选广告对政治参与是促进还是抑制作用,已有研究结果尚存分歧。
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| 关 键 词： | 竞选广告 负面广告 研究综述 |
A Review of Researches on Negative Campaign Advertising |
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| HUANG Heshui,MO Li.A Review of Researches on Negative Campaign Advertising[J].Journal of International Communication,2012(3):91-96. |
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| Authors: | HUANG Heshui MO Li |
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| Institution: | (School of Journalism and Communication,Xiamen University,Xiamen,361005) |
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| Abstract: | This study tries to fill the blank and provide foundation on Taiwan political election and ecology,summarizing divergences and making suggestion for future research.Results show that prior studies were mostly based on traditional media in western culture.The use of negative advertising is influenced by whether a candidate is incumbent,candidate’s supports reflected by polls,the party candidate belongs to,stages of campaign and culture.Negative advertising may work as the candidate expects,and may evoke rebound effects as well.Researchers do not reach an agreement on whether negative advertising mobilize or demobilize voters. |
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| Keywords: | Campaign Advertising Negative Advertising Comprehensive Review |
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