Politics as a Spectacle: The Role of Advertising and Physical Image in Visualizing a Political Candidate as Merchandise and Their Impact on Voting Intentions

IF 1.5 Q2 COMMUNICATION Journal of Creative Communications Pub Date : 2023-09-15 DOI:10.1177/09732586231164485
José A. Flecha Ortiz, Rolando Rivera Guevarez, Maria A. Santos Corrada, Maribel Ortiz
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引用次数: 0

Abstract

Advertising no longer describes objects but can impose on Society the obligation to consume whatever is produced. In this way, political advertising has become more commercial, bringing new ways of doing politics where advertising strategies achieve an adapted policy. New advertising strategies have turned the political process into a spectacle encouraging new political behaviour. Through the Society of the Spectacle and the Visual Frame, this quantitative study analysed how advertising uses the physical image of a political candidate as the merchandise that voters acquire as a force of social relationships. In addition, this study is novel in exploring the role of political ideology as a moderating variable that may dampen the effects between image advertising and voting intention. With 582 participants in an electronic survey analysed through PLS-SEM, the study reflects that, during the spectacle process, the political candidate can generate relationships, value and satisfaction through their physical attributes. It enables a purchase through the vote since, once the perception is manifested, the frame is accepted, leading the voter to make non-objective decisions. This research contributes new knowledge to the Spectacle Society and Visual Frame theory by providing a new way of analyzing political candidates and how advertising activates political behaviour.
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政治作为一种奇观:广告和有形形象在将政治候选人作为商品可视化中的作用及其对投票意向的影响
广告不再描述物品,而是把消费任何产品的义务强加给社会。通过这种方式,政治广告变得更加商业化,带来了新的政治方式,广告策略实现了适应性政策。新的广告策略已经把政治过程变成了一个鼓励新的政治行为的奇观。通过《景观社会》和《视觉框架》,这项定量研究分析了广告是如何利用政治候选人的身体形象作为商品,让选民获得这种商品,作为一种社会关系的力量。此外,本研究还探索了政治意识形态作为调节变量的作用,可能会抑制形象广告与投票意愿之间的影响。通过PLS-SEM对582名参与者的电子调查分析,该研究反映出,在奇观过程中,政治候选人可以通过他们的身体属性产生关系,价值和满意度。它使购买通过投票,因为一旦感知表现出来,框架被接受,导致选民做出非客观的决定。本研究通过提供一种分析政治候选人和广告如何激活政治行为的新方法,为景观社会和视觉框架理论提供了新的知识。
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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