<abstract xmlns="http://www.w3.org/1999/xhtml"><p>How does the public perceive televised political advertising when it is introduced as a completely new element of campaign communications? The European Parliamentary Elections in 2009 may be characterized as the first campaign where such advertising appeared on a larger scale in Sweden, but the National Election Campaign in 2006 was the initial breakthrough for political advertising in television. Two major research questions are raised: First, how can public opinion on such political advertising be described? Second, how are these attitudes related to individual and societal factors? The results indicate that attitudes towards political advertising in Sweden are in line with attitudes towards advertising in general. However, ideological beliefs on the individual level seem to be almost irrelevant. Without being on the political agenda, the political TV-advertising issue is mainly considered from non-political perspectives.</p></abstract>

How does the public perceive televised political advertising when it is introduced as a completely new element of campaign communications? The European Parliamentary Elections in 2009 may be characterized as the first campaign where such advertising appeared on a larger scale in Sweden, but the National Election Campaign in 2006 was the initial breakthrough for political advertising in television. Two major research questions are raised: First, how can public opinion on such political advertising be described? Second, how are these attitudes related to individual and societal factors? The results indicate that attitudes towards political advertising in Sweden are in line with attitudes towards advertising in general. However, ideological beliefs on the individual level seem to be almost irrelevant. Without being on the political agenda, the political TV-advertising issue is mainly considered from non-political perspectives.

More Cold Case Than Hot Spot

Ph.D., Senior Lecturer, Department of Journalism, Media and Communication / JMG, University of Gothenburg

Ph.D., Professor, Department of Information Technology and Media, and Centre for Political Communication Research / DEMICOM, Mid Sweden University

Nordicom Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

A Study of Public Opinion on Political Advertising in Swedish Television

How does the public perceive televised political advertising when it is introduced as a completely new element of campaign communications? The European...

More Cold Case Than Hot Spot

Published Online: Jan 30, 2017

Page range: 95 - 111

DOI: https://doi.org/10.1515/nor-2017-0132

Keywords
political advertising, public opinion, television, election campaigns, political communication, political ideology

© 2010 Marie Grusell et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

More Cold Case Than Hot Spot

Published Online: Jan 30, 2017

Page range: 95 - 111

DOI: https://doi.org/10.1515/nor-2017-0132

Keywordspolitical advertising, public opinion, television, election campaigns, political communication, political ideology

© 2010 Marie Grusell et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
political advertising, public opinion, television, election campaigns, political communication, political ideology