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Wpływ informacyjny telewizyjnych reklam wyborczych w świetle deklaracji polskiego elektoratu – studium kampanii wyborczych 2015

100%
Olszanecka-Marmola A.
Political Preferences
|
2016
|
issue 12
199-210
EN
Apart from persuasive function, TV political ads play also important role in obtaining information about candidates and political parties. The cognitive effect of TV political advertising is proved in American and West-European conditions. Presented article is aimed at examining whether TV political spots influenced on voters’ declarations about their knowledge of candidates and parties contesting in 2015 elections in Poland. The results of research will be presented with reference to sociodemographic characteristics of electorate, political preferences and auto-identifications on left-right scale.
2
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Pro-systemic Voters Versus Anti-systemic Ones: Emotional Attitude to Candidates and the Influence of TV Political Advertising in the 2015 Presidential Election in Poland

100%
Olszanecka-Marmola A.
Political Preferences
|
2015
|
issue 11
77-91
EN
Presented article is aimed at examining the emotional attitudes to candidates for the president of Poland among pro-systemic and anti-systemic voters in 2015 presidential election and showing the influence of campaign TV ads on these groups of Polish electorate. The research conducted by author reveals that anti-systemic electorate is less interested in politics and more likely to be influenced by electoral TV spots. The study also confirms the relation between emotional attitudes to political actors and political preferences. According to the results of experiment anti-systemic voters expressed more positive feelings towards candidates from out of the political mainstream, and the other way round, the pro-systemic electorate rather liked the candidates presented by parliamentary parties.
3
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Reklama negatywna i wizerunkowa w odbiorze polskiego elektoratu

100%
Olszanecka-Marmola A.
Political Preferences
|
2015
|
issue 10
133-146
EN
Growing professionalization and personalization of electoral campaigns have prompted political parties to concentrate on political image and negative campaigning. This tendency is mainly noticeable in TV advertisements. Presented article consists of two parts. The first one discusses the role of negative and image ads. The other part includes the results of research conducted by the author. The analysis shows that the vast majority of Polish electorate does not approve using of negative and image advertising. It can denote that voters are exhausted of permanent mutual attacks of two major Polish parties (Civic Platform, Law and Justice) and expect more issue-oriented politics.
4
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The Effects of Political Advertising on the Perception of Political Images: a Case Study of Polish Presidential Election in 2015

100%
Olszanecka-Marmola A.
Political Preferences
|
2019
|
issue 22
43-58
EN
The presented article explores the effects of TV political advertising on political images of candidates competing in the 2015 presidential election in Poland. For this purpose, the empirical research (N=507) to check the reactions to campaign spots among voters with different political preferences was carried out. The conducted research shows that political preferences significantly affect both the perception of political images and the emotional attitude to candidates. The study also confirms that political advertising has a moderate importance in creating the images of commonly known politicians. Interestingly, the obtained results prove that emotional attitude towards politicians are more permanent and resistant to change under the influence of advertising messages than political image characteristics.
5
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Negative TV Advertising in the 2016 US Presidential Campaign

63%
Olszanecka-Marmola A., Marmola M.
Res Rhetorica
|
2018
|
vol. 5
|
issue 2
29-44
EN
Presented research describes the character of message and techniques used in TV political advertising during the 2016 US presidential campaign. The results unambiguously indicate a steady increase in the use of negative ads during political campaign. Television commercials of Hilary Clinton and Donald Trump focused mostly on discrediting their political opponent. In addition, the content of negative ads more frequently referred to image characteristics than to issues.
PL
Prezentowane badania opisują styl przekazu i techniki użyte w telewizyjnych reklamach z amerykańskiej kampanii prezydenckiej z 2016 roku. Wyniki jednoznacznie wskazują na postępującą negatywizację przekazu kampanijnego. Zarówno Hilary Clinton, jak i Donald Trump skupili się w spotach głównie na dyskredytowaniu politycznego przeciwnika. Dodatkowo treści zawarte w negatywnych reklamach telewizyjnych częściej odnosiły się do kwestii wizerunkowych (image ads) aniżeli problemowych (issue ads).
6

A Woman in Politics or Politics in a Woman? Perception of the Female Leaders of Polish Political Parties in the Context of the 2015 Parliamentary Election

63%
Turska-Kawa A., Olszanecka-Marmola A.
Communication Today
|
2016
|
vol. 7
|
issue 2
66–77
EN
According to theories presented in scholarly literature concerning the subject, women are perceived in terms of soft qualities such as empathy, agreeableness, friendliness or mildness, whereas politics is presented as ruthless and full of conflicts. Therefore, dispositions expected from politicians are not compatible with the culturally and socially held elements of the feminine role. The aim of the study is to compare the weight of two factors: qualities attributed to women, and qualities attributed to politicians. The verification is presented through an experiment (N=82). Its procedure involved the respondents’ initial evaluation of female leaders of Polish political parties in the 2015 parliamentary election, and then showing them campaign spots in which the evaluated women were straightforwardly presented as active politicians. After watching the spots, the respondents were asked to evaluate the women once again. The results of the experiment demonstrated that in the main traits indicated in the pre-test were those resulting from the social role and deep-rooted stereotypes. This perception was significantly changed by the stimulus affecting the participants, i.e. the exposure to campaign spots, in which the three women were presented as active politicians.
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