| Abstract [eng] |
The main purpose of the thesis “Perception of negative audiovisual political advertising among Lithuanian voters“ is the perception of negative political advertising among the Lithuanian voters. The aim of the thesis is to generate empirical material on how recipients perceive and subjectively interpret negative political ads. This was achieved by using the focus group discussion method and comparing the results of the empirical study with the findings of other researchers. The work is based on Johnson-Cartee&Copeland and Hall et al proposed theoretical model for classifying negative political ads. 29 political ads were found. The ads meet the following conditions: a) the ad is available on the Internet; (b) the content of the ads' message is negative; c) the ad was created for 2016-2020 elections of the Republic of Lithuania. With the help of 3 experts, 29 ads were evaluated for their dependence on one of the known types of theoretical negative ads. The coding overlap of the experts was 90,5-93,1%. The initial classification matrix was processed by the method of hierarchical cluster analysis. Combining statistical classification and theoretical classification, 5 representative video ads were selected. The selected 5 ads became visual stimulus material and object of analysis for the focus groups. The average duration of 3 focus groups with 26 informants was 2 h. 7 min. The transcription volume of the 3 discussion is 202,584 characters. The groups were formed in such a way that people with similar political views were grouped together. The discussions were organized by combining a semi-structured interview method and a free discussion. Transcripts of discussions were processed using qualitative content analysis methods. The transcripts were read repeatedly and concepts of negative ads were identified, grouped, interpreted. The semantic manifestations that were found while reading the transcripst, were identified and coded (quantified) by transferring the responses to a three-step ranking scale. This resulted 650-value primary data matrix (25informantsx5adsx5questions=650). It was processed by statistical methods without the goal of making generalizations. The intercorrelation of the five estimates found inside each ad, tolerating the values ​​of the Cronbach-Alpha coefficient (from 0.60 to, 0.84), allowed to form a joint additive index of negative ad perception. This made it possible to rank all 26 informants according to the degree of their critical, negative attitude towards the ads displayed. It was also possible to compare group estimates and reveal the dependence of the negative, critical perception of advertising on the dominant political preferences of the group. Due to the small sample of the study, full range of possible political views is not represented in the thesis. As a result, the findings and recommendations of the study have only a hypothetical status that should be examined in detail in the future by significantly expanding the age cohorts of informants and representing a diversity of political views. The thesis formulates specific conclusions and recommendations for political advertising researchers, as well as recommendations for political advertising clients and creators. The findings of the thesis are in line with the main conclusions of foreign researchers who have studied the perception of negative ads. This indicates that some transculturally universal regularities of perception of negative advertisements are likely to recur in the Lithuanian socio-cultural environment. Negative advertising has a relatively high degree of risk. There may be an increased likelihood that negative ad will be rejected by voters, because they expect ads with positive, constructive content. The results also show hypothetical conditions under which the probable risk of limited functionality of negative ads can be partially prevented. |
