Czy telewizyjna reklama polityczna może zmienić wizerunek kandydata? : studium empiryczne wyborów prezydenckich 2015

Abstract

The presented book explores the influence of TV political advertising on political images of candidates competing in the 2015 presidential election in Poland. The primary aim of analysis is to verify if campaign spots affect the perception of political images of candidates and emotional attitude towards them. For this purpose, the empirical research (N=507) to check the reactions to campaign spots among voters was carried out. The presented study was proceeded according to the quasi-experimental research design between 4th and 8th of May 2015 (one week before the first round of the 2015 presidential election in Poland). The study sample included students of international security, internal security, European diplomacy, journalism and social communication, European studies, foreign language studies, physiotherapy, medicine, political studies and sociology from six universities: University of Warsaw, University of Wrocław, University of Silesia in Katowice, University of Economics in Katowice, Medical University of Silesia and Silesian University of Technology. The study involved three stages. First, the group of participants anonymously filled in a study questionnaire (pretest), including questions concerning their interest in politics, political preferences, ideological self-identifi cations, level of political alienation, evaluation of political images of the candidates competing for the office of the head of state and emotional attitudes to them. The instruments used in the study were feeling thermometers and semantic differential scales. Afterwards, the participants were shown randomly chosen campaign spots of each running candidate (in each group, the order of the candidates was also chosen randomly), acting as a stimulus that could potentially change the reactions to the analyzed politicians. After watching the ads of each candidate, the third stage of the study followed, in which the participants filled in a posttest referring to the political image characteristics and their emotional attitudes to the candidate.