Revista Latina

Metadata - 2011
DOI: 10.4185/RLCS-66-2011-939-399-425-EN / CrossRef link

<title>RLCS, Revista Latina de Comunicación Social</title>
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<meta name="DC.title" content="The negative election advertising”/>
<meta name="DC.creator.personalName" content="Dra. Palma Peña-Jiménez"/>
<meta name="DC.creator.address" content=""/>
<meta name="DC.contributor.editor" content="Dr. José-Manuel de-Pablos-Coello"/>
<meta name="DC.contributor.address" content=""/>
<meta name="DC.Date.availableated"lang="es" scheme="iso8601" content="2011"/>
<meta name="resource-type" content="scientific paper"/>
<meta name="distribution" content="Global"/>
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<meta name="digital objet identifier, DOI" content="DOI: 10.4185/RLCS-66-2011-939-399-425-EN / CrossRef link"/>
<meta name="DC.Description" lang="en" content=“Revista Latina de Comunicación Social, RLCS, is a scientific journal edited at the University of La Laguna, ULL (Tenerife, Canary Islands) in the Laboratory of Information Technologies and New Analysis of Communication, LATINA according to its initials in Spanish, founded in 1987 by Dr. José Manuel de-Pablos-Coello, under the protection of special doctorate programmes for Latin American professors. The journal publishes under the main summary almost exclusively research papers written following the formula IMR&DC+B: introduction, methodology, results and discussion plus conclusion, with a updated bibliography: at least 70% of the bibliographic entries must be from the past 10 years and half of them from scientific journals in Spanish and English languages. Reviewers make a double blind peer examination. This is a collective and inter-university project, including many professors and researchers from almost all Spanish and Portuguese speaking countries. The journal is the following databases: EBSCO (USA), DOAJ (Lund University, Sweden), Redalyc (Mexico), Dialnet (Spain); and is indexed by the CINDOC-CSIC in DICE, ISOC, RESH, Office of Latin American Education, OEI according to its initials in Spanish; Dulcinea, etc. In Spain the journal is a reference in the Directory of Index of Spanish Periodicals of Social and Communication Sciences, IN-RECS, of the University of Granada, UGR. RLCS occupies the first position in the cumulative index for the periods 2003-2007; 2004-2008 and the year 2008.”/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.contributor.referee I" content="REPORT # 1º / Open Peer Review:: "The political attack ad". This article analyses a topic of undoubted interest for the field of Communication: the role of the attack ad in the electoral processes. The work is a review of the attack ads since they began to be used in Spain, in 1996, up until the recent elections. The structure of the article is clear and includes all the sections necessary for a text presenting research results. The development of the theoretical framework reflects a deep knowledge of the subject; the methodology is appropriate to the object of study; the writing of the article is correct; and the way the results are presented and discussed allow the reader to get a clear idea of the potential influence of negative campaign spots in particular contexts. The publication of the article is recommended. Blanca Chong-López, Ph.D. – Autonomous University of Coahuila - Mexico."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.contributor.referee II" content="REPORT # 2º / Open Peer Review::This article examines the campaign spots broadcast in Spain from 1977 to 2008. The time of analysis is very broad and representative to learn about political advertising in Spain. In addition, the theoretical introduction presents documentary sources and classic theories, such as Aristotle, or more recent theories such as the Yale Group and the contributions of Hovland, Huen, Koestler and Janis. The methodology section indicates that the videos were analysed through analysis cards, which collected relevant data such as: subject, content, narrative discourse, date or type of campaign. Before addressing the results, the article analyses in depth the case of the 1964 Daisy Girl spot (Johnson vs. Goldwater). The explanation and analysis of this first example is laudable. However, the subsequent analysis of the regulation on attack ads is somewhat brief. The best part of the article is the sixth section, which examines in depth the negative campaign spots of 1996, 2000, 2004 and 2008, with real images of the posters and television ads. The explanation and analysis are exhaustive and understandable for any reader interested in politics, even if he knows little of Spain. For this reason, I think that this is the most interesting, original and praiseworthy part of the article. Finally, the conclusions summarise the article, the idea of the attack spot, and the dangers of using this type of campaign. To close the article and propose new lines of research, the article could have made allusion to the phenomenon of the social networks, since many candidates criticize the actions and statements of their opponents in their social profiles. The future of the negative advertising is also on the Internet and an article like this which is very analytical of the past could have made predictions for the near future. For all of the above, I recommend the publication of this article.- Graciela Padilla, Ph.D. - Camilo José Cela University (UCJC)."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.description.abstract" content="Abstract: Political advertisement has an unequivocal aim during the election campaign: the favorable vote achievement. This message is communicated to the electorate by television and Internet, and it usually presents a negative approach, which includes a direct critical message against the opponent, rather than an exposition of its own proposals. This article is focused on the analysis of the negative election advertisement in audiovisual productions, which is built without further cause than the opponent’s disapproval. It consists of some videos, based on the dissemination of the potential of the organization and the virtues of their candidate– and their election manifesto as well– wasting their time discrediting through the transmission of their messages, many times, ad hominem. We are going through the development of the negative election advertisement since its first appearance, which in Spain dates back to 1996, which coincides with the broadcasting of the famous Doberman’s video, apart from other examples that complete the study referred."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.keywords" content="Keywords: political party, electoral spot negative advertising strategy, campaign, political opponent."/>
<meta name="DC.identifier" LANG="es" SCHEME="URI"/>
<meta name="DC.publisher.corporateName" content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="" content="2011"/>
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<meta name="DC.language" content="es"/>
<meta name="DC.relation.isPartOf" content="1138-5820" scheme="ISSN"/>
<meta name="DC.rights"content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="DC.TERMS.bibliographicCitation" content="Peña-Jiménez, P. (2011): "The political attack ad", at Revista Latina de Comunicación Social, 66, pages 399 to 425. La Laguna (Tenerife, Canary Islands): La Laguna University, retrieved on ___th of ____ of 2_______, from
DOI: 10.4185/RLCS-66-2011-939-399-425-EN/ CrossRef link"/>