Czasopisma Naukowe w Sieci (CNS)

Local media and the “political brand”: Candidates attributes portrayed on local media and their consequences on public perceptions

  1. Rocío Zamora

Abstract

Local media and the “political brand”: Candidates attributes portrayed on local media and their consequences on public perceptions

 

Mass media portraits are key factors for a candidate running for local and regional elections, where low name recognition demands mass media coverage in order to build his “political brand.” Attribute agenda-setting effects are more usual in these circumstances where media focus on certain candidate aspects could play a key role in the social learning of political candidates. This paper focuses on the role of local media in setting the “political brand” of two main candidates during 2007 regional elections in Murcia (Spain) underlining either emotional aspects for a more “human” candidate or professional aspects, trying to see the relevance of media content analysis (print and broadcasting) on public opinion, by using a survey (N = 818) conducted during the campaign.

Produkt niedostępny

Ten artykuł

Central European Journal of Communication

Vol. 3, No 2 (5), Fall 2010

Strony od 283 do 297

Inne artykuły autorów

Google Scholar

zamknij

Twoj koszyk (produkty: 0)

Brak produktów w koszyku

Twój koszyk Do kasy