Valijarollile apelleerivate reklaamide vastuvõtt 2005. aasta kohalike omavalitsuste volikogude valimisperioodil

Date

2006

Journal Title

Journal ISSN

Volume Title

Publisher

Tartu Ülikool

Abstract

Description

The main goal of this research is to analyze the reception and perception of the political, commercial advertisements and of the ones that refer to political parties during the 2005 election to local municipality. During this period the problem of ‘merchandised’ or ‘consumer oriented’ political commercials became a more urgent subject of discussions than ever before. Although there have been academic researches on political and commercial advertisements and on political marketing before, bachelor thesis is one of the first that studies the reception of given advertisements. In the theoretical part I present with the definitions and functions of advertisements. Furthermore, I also make an introduction of the concepts on political advertisements and explain or analyze different purposes of political marketing. The comparison between the roles of consumer and citizen are drawn and I give a brief overview of the advertisements’ reception process. The empirical part of the thesis is made up from the results of 10 qualitative interviews that were conducted within Tallinn residents aged from 18 to 37. The political interests and activities among the interviewees varied greatly. In my bachelor thesis I searched for answers to five following questions: 1) How do people interpret being a citizen – in what kind of actions and beliefs does that manifest? How important is the election process to the interpretation of the role of a citizen? 2) How are the direct and indirect political party advertisements received and perceived 3) How are the (commercial) advertisements that refer to the political elections received and perceived? 4) How are the strategies of political and commercial advertisements and the style of addressing the recipient interpreted and estimated (citizen versus consumer)? 5) How do the advertisements during the election period affect the attitude towards election process and towards the participation in general? The main research question was if and to what extent do „merchandised” politics and election advertisements address their messages to consumer rather than to citizen. Do these advertisements chance the attitude towards political elections or modify the perception of the role of the citizen by strengthening the idea of the role of the consumer. Results showed that interviewees did not consider commercials to have notable force by itself in changing already developed beliefs and attitudes towards political elections, in the importance of national symbols, nor the identity of the citizen. But it appeared that the advertisement “Kangelase Kohuke” was problematic and it is important to note that at the given case the spontaneous connection to political commercialization was strong. It was also noted that political scene is moving rapidly and stably to economical ideology where money is the key word with the help of which a citizen is clearly placed in to the role of a consumer. At given advertisement the negative attitude towards merchandised political advertisements were constructed mainly because of the illegal and public cheating aspect. The interviewees, affected by that kind of behavior, marked that this can clearly be the reason for citizens to alienate from politics. On the other hand, many observed and acknowledged a raise in the activeness of behavioral action - a lot of the acquaintances of the interviewees went to cast their vote with a purpose that political party “Keskerakond” (the assumed author of the advertisement “Kangelase Kohuke”) would not win the elections. Further and extensive study and research is needed in order to achieve an adequate overview of the process of reception of the political advertisement. This thesis with its small qualitative research does not allow making representative assumptions but gives a certain base for the future research.

Keywords

H Social Sciences (General), bakalaureusetööd, poliitiline kommunikatsioon, poliitiline kultuur, valimised, reklaam, valimisvõitlus, kohalikud omavalitsused

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