Campaign communication analysis

Campaign communication analysis

 

              The comparative work on campaigns té lé referred s re Alisé in 1978 by Roland Cayrol, with Jay. G Blumer and Michel Thoveron a landmark in the history of ed studies on mé Media and politics in France. It is the first book first syste my t ic on the influence of the side lé vision. It also marks the introduction into French political science of problems such as those of uses and gratifications , of agenda-setting . The research will die develop in From this book re fe re nce are quite varied 're for it is impossible to lock them up in a "é cole" . Two features fe de tors may apply ê be stressed s. First, the research on the impact of mé dias political behavior will proce der sy borrowing s side matic to the traditions of North amé search Rican (phe nome no sense if one considers that up anné 're talking seventy research amé Rican political communication is almost a plé onasme) and thereby contribute to reducing it f aut well call provincialism scientific research franç comfortable. But then, by binding to the campaigns é lectorales, this work s ' inte Grent to the wat s rich tradition franç ease of e studies é lectorales as shown ro le the important plays by ' ed team of CEVIPOF , the leading French research center on electoral analysis , in the development of this research. The analyzes of Roland Cayrol will show how, despite a die development of mé dia later than in many pa y s e foreigners, the side lé vision conquers in anné 're eighty-one central to the campaign of devices and forced political staff to learn new skills. This work will also make it possible to e HIGHLIGHTING combie n the effects of mé diatisation campaigns é lectorales are not always those whose associates simplistic analyzes. The 'e lection pre sidentielle 1981 allows particularly Cayrol dice show that beyond the images weights, written res tradit i onal partisan identification retain a central importance in the final campaign moments or attach é hesitant readers ( in Gaxie, 1985). Conversely, Cayrol invites its work re cents ( in Perrineau, 1994) to stablished assess the impact possi ble the side lé vision on 'é erosion activists commitments. Because it tends to restrict for reasons of audience research instead of the die fighting policy because it promotes a repre ironic presentation or die pre ciative political staff, because at last it allows to enter directly campaign in homes, television is contributing to an erosion of activism, to a devaluation of commitment to field campaigns. The research franç ease e have also mobilized the Brooch explosio on the agenda-setting . A study conducted by Missika and Bregman on the occasion of the legislative elections of 1986 highlighted the importance of the discrepancies between the media agenda, the political agenda and the public agenda. Against certain ideas RECEIVE ues , this analysis based e é on a standard corpus of data emphasizes the relative adé equation agenda political expectations of opinion (on the chô mage, the crisis, the welfare). It manifests against the die hard timing of these two agendas in the 'e gard the agen of a mé diatique or the first topic covered during the campaign is that of " cohabitation" ( [5] ) while unemployment does not figure among the first subjects treated . The proposed explanation is based on the distinction between “ topics of controversy” and “ topics of concern ” . The second mobilizing the attention of e readers, but does not give forced ment rise to political opposition sliced es. The former may concern public opinion very little (case of cohabitation), but allow dramatized coverage , enhancing the oppositions between parties. A LEC ons this e study is Sugge rer a f elm contribution spe cific to mé dias in decision away lay face politics. The Impe rations mé diatiques framing of ' news grow effect to treat subjects dice rigged s pre occupations of e readers. They incit e nt politicians to produce " sound bites" on these subjects for accé der mé the Media and reinforce the sense of a political misfit offers e pre occupations of citizens. The problem matic agenda is still at the center of e you d e re recent Dorine Bregman (1996) on the management mé diatique a major reform of the financing of the welfare state by the Rocard government. Here again, the analysis shows how journalists, by reframing the stakes of this reform in terms of partisan struggles or rivalries within the socialist government, will help to obscure the social issues of redistribution linked to the very content of the reform. This research also joined the criticism analyzes conducted in Britain p a r Philip Schlesinger ( in Ferguson, 1990) against the mink " primary Definers" all powerful. The strate gies ablest of spe cialists government for Contro l communication on this reform will largely ed chouer due to re resistances of the department re Finance who distills information against-die favor of the project and of the irruption of 'é unforeseen events (Gulf War) which modify the media agenda .

 

              The ' inte rê t of the work can not however hide the quantitative weakness of research franç ease on campaigns é lectorales in pe period re cente. It is significant that the most recent books are above all the synthesis of older works (Cotteret, 1991) or textbooks aiming to offer students a sy n thesis of international research (Gerstlé , 1992; Maarek, 1992; Albouy, 1994). Three reasons can explain this “ breakdown” in search dynamics. Jacques Gerstlé ( in Politix , 1996) emphasizes firstly re when it observes that despite the tra worth Cayrol, rè gne in France " the undivided domination of a mode explanatory voting or variable term, sociological or idé geologic exclude other considé to ration the short term as the impact of dif annuities dimensions encamped g no e electoral and therefore the information " . Despite the ' inte rê t work Missika and Bregman tea framework orical of agenda-setting can also apparaî be as limited conceptually soft there or dynamic campaigns é lectorales ask to move to a e problem matic the researcher Canadian Jean Charron qualifies as agenda-building ( Hermè s , 1995) in the logic of Gusfield's work. Finally, hardening of rè rules of law regarding campaign financing ed lectorales contributed during the pre sidentielle 1995 to a dramatic decline in advertising policy. By upgrading more traditional field campaigns that phe nome did Atte tinued salience campaigns mé diatiques for researchers.

 

              However, it would side mé rary c onclure to a crisis franç research ease the weight of mé dias on political behavior and e ELECTORALFACTS. The dice placement re cent of problem matic sociology ed electoral franç ease towards the recognition of 'e reader " volatile" or " ration n el" indeed helps to remove the obstacle é tracked mologique Repe re by Gerstlé . Dč s behavior during the e electoral is analyzed as less heavily dependent on sociological variables or rigid partisan affiliations, the question of power in f luence campaigns and mé framing diatiques goes back to the scientific agenda (Gerstlé 1989 ). Jacques Gerstlé is probably franç researcher ais who most clearly reflected in empirical research that die placement problem matic that synth e tise in an important article ( Politix , 1996). Gerstlé criticism, not without reason, research franç comfortable ê be dropped e piè in the age of " the error mé tonymique" . This is to re duce politics in mé dias (and first at the side lé vision) to the only e study of e assignments labelisé 're like policies, or questions about a partial aspect of the production of information (sociology of journalism, sé epidemiology journals side lé referred s). Despite their wealth, they born gligent the faç o n which broadcasts information flow dice ends of thè my, executives. " Everything goes to the bottom as if the newspaper n 'é voquait rain or shine, mainly in those prospects é so much how s ' Ope re production of ' news and q u i factory" . By mobilizing the problem matic of " framing " and " priming " de veloped are by Iyengar and Kinder (1987), Gerstlé proposes ' e broaden the analysis to all information té lé targeted e, Interlibrary Loans ter more pay attention to its contents. His research re Centes Sugge rent the ' inte rê t of such an approach, by setting é not highlight effects priming tea matic law and order on the Le Pen vote, or through the effects de vastateurs of thè my agenda mé diatique on lightnes macy pre sidenti it É Edouard Balladur and the surprising comeback of Jacques Chirac in spring 1995 (Gerstlé in Perrineau & Ysmal 1995).