Production and Consumption of Political Communication and Voting Behaviour

Name: Production and Consumption of Political Communication and Voting Behaviour
Brand: Nova Science Publishers Inc
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Ph. Sophocleous Harry(Autor*in)

Nova Science Publishers Inc

Erschienen am 2. April 2024

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Inhalt

Intro
Contents
Preface
Acknowledgments
Chapter 1
Introduction
1.1. Research Context
1.1.1. Why This Particular Topic
1.1.2. Why Cyprus
1.1.3. An Outline of the Theoretical Direction
1.1.4. The Electoral Behaviour of Voter vs the Political Reality in National and European Level (The Case of Cyprus)
1.1.5. Presidency of the Republic
1.1.6. Local Parliament (The House of Representatives)
1.1.7. European Parliament Elections
1.1.7.1. Elections for the European Parliament
1.1.8. A Brief Profile of the Cypriot Voter
1.1.9. An Outline of the Role of Political Marketing
1.2. Problem Statement
1.2.1. Overview
1.2.2. Problem Statement/What Is the Purpose of Our Research?
1.2.3. Research Question/Hypothesis
1.3. Research Questions
1.3.1. Central Research Question
1.3.2. Political Agenda/The Ideological Clarity vs. the Political Marketing Mix
1.3.3. The Political Perceptions and Political/Electoral Behaviour of the Voter
1.3.4. The Impact of Institutions upon the Voting Process
1.3.5. The Phenomenon of Distortive/Strategic Voting
1.4. The Interconnection of Hypotheses and Research Questions
1.4.1. What Kind of Research Is Required?
1.4.2. Research Measures
1.4.2.1. Correspondence between Hypotheses and Conceptual Framework
Chapter 2
Theoretical Context
2.1. The Core Meaning of Communication
2.2. The Basic Elements of the Communicational Practice
2.3. Communication/The Basic Models
2.3.1. Laswell's Formula/Linear Model
2.3.2. Shannon and Weaver
2.3.3. Gerbner's General Communication Model
2.3.4. The Two-Step Flow of Communication Hypothesis
2.3.5. Maletzke Model of Mass Communication Process
2.4. Political Communication
2.4.1. The Development of Political Communication
2.4.2 The Social Environment for Political Communication:
2.5. Political Campaign Issues
2.5.1. Agenda Setting, Priming and Framing
2.5.2. Uses and Gratifications
2.5.3. Voting/Electoral Behaviour - Theoretical Models/Schools of Theorists
2.5.3.1. Audience Structure
2.5.3.2. Political Effects
2.5.3.3. Popularization
2.5.2. The Classic Voting Studies
2.5.2.1. Columbia Studies
2.5.2.2. The "Michigan Model"
2.5.2.3. The Macro-Sociological Model
2.5.2.4. Social Choice Theory
2.5.3. Contemporary Approaches
2.5.4. From Minimal Effects to Strong Effects
Chapter 3
Literature Review
3.1. Social Context, Campaign Effects and Campaign Actions
3.1.1. The Social Context of Electoral Choice
3.1.2. Political Institutions and Voting
3.1.3. Campaign Actions and Political Outcomes
3.1.3.1. The "Minimal Effects" Perspective
3.1.3.2. The Post Minimal "Minimal Effects" Viewpoint
3.1.4. Framing, Agenda Setting, and Priming in Election Campaigns
3.2. Voting Consumer Behaviour (Consumption)
3.2.1. Personal Interest vs. Collective Interest in Voting Behaviour
3.2.2. Traditional Voter Psychological Behaviour Model
3.2.3. Changing Electoral Justification - Electorates as Consumers
3.2.4. Perceptions
3.3. Voter's Decision Making
3.3.1. The Time-of-Voting-Decision
3.3.2. Electoral Ergonomics
3.4. Political Marketing Campaign Issues
3.4.1. Word of Mouth (W.O.M)
3.4.2. Political Mix Components
3.4.2.1. Political Marketing and the 4 Ps
3.4.2.2. Product/Candidate
3.4.2.3. Additional PS/Elements of Political Marketing
3.5. Ideological Clarity and Consumption of Campaigns
3.5.1. Diversification in Campaign Messages
3.6. Research Gap
Chapter 4
Research Methods
4.1. Previous Research and Methodological Context
4.1.1. Methodological Issues/Methodological paradigm
4.1.2. Political Marketing and Communication and Mixed Method Approach
4.2. Research Process
4.2.1. Problem Statement/What Is the Purpose of Our Research?
4.2.2. Research Question/Hypothesis
4.3. Research Questions
4.3.1. Central Research Question
4.3.2. Political Agenda/The Ideological Clarity vs. Communicational Intensions
4.3.2.1. The "Ideological" Distance between "Political Alternatives"
4.3.3. The Political Perceptions and the Electoral Behaviour of the Voter
4.3.3.1. The Consumption of Political Message/The Desirable Attributes vs. The Promises to the Voter
4.3.3.2. The Campaign Effects
4.3.4. The Electoral Impact of Institutions upon the Voting Process
4.3.5. The Phenomenon of Distortive/Strategic/Premium Voting
4.4. What Type of Research Is Needed?
4.4.1. The Research Paradigm
4.4.2. The Researchable Model and the Originality of the Research
4.5. The Research Strategy (Mixed Methods)
4.5.1. Primary Research
4.5.1.1. Advantages of Primary Research
4.5.1.2. Disadvantages of Primary Research
4.5.2. The Quantitative and Qualitative Research Approach
4.5.2.1. Qualitative Research
4.5.2.2. Quantitative Research
4.6. The Design of the Primary Research Tools
4.6.1. Survey with Cypriot Voters
4.6.1.1. Why a Survey Questionnaire?
4.6.1.2. The Design of the Questionnaire
4.6.1.2.1. The Actual Design/Content of the Questionnaire
4.6.1.3. The Population and the Sample of the Survey
4.6.1.3.1. Pilot-Testing the Questionnaire
4.6.2. Focus Group
4.6.2.1. What Is Focus Group
4.6.2.1.1. Reasons for Using Focus Groups
4.6.2.1.2. Advantages of Focus Groups
4.6.2.1.3. Disadvantages of Focus Groups
4.6.2.1.4. Electronic Focus Groups
4.6.2.1.5. Conducting a Focus Group, Focus Group Design and Application Outline
4.6.2.1.6. Software Options
4.6.2.1.7. Focus Group Structure and Discussion Guide
4.6.2.1.8. Analysing Qualitative Data from Focus Group
4.6.2.1.9. The Process of Coding
4.6.2.1.10. Benefit of Qualitative Coding
4.6.2.1.11. How Do Code Qualitative Data?
4.6.2.1.12. Benefits of Qualitative Coding
4.6.2.1.13. Deductive Reasoning
4.6.2.1.14. Political Message Analysis for Focus Groups
4.6.2.1.15. Why Political Message Content Analysis
4.6.2.1.16. Political Message Analysis Design and Application Outline
4.6.2.1.17. Limitations of Political Message Analysis
4.6.3. Data Analysis Techniques
4.6.3.1. What Is the Meaning of Mean?
4.6.3.2. What Is the Meaning of STD Deviation?
4.6.3.3. Principal Component Analysis
4.6.3.4. Rotated Component Matrix
4.6.3.5. Pearson Correlation Coefficient (PCC)
4.6.3.6. t -Test and Anova
4.6.3.7. What Does the Analysis of Variance Reveal?
4.7. Validity and Reliability
4.7.1. Reliability Statistics/Calculation of Cronbach's Alpha
4.7.2. Construct Validity
4.8. Limitations and Further Methodological Considerations
Chapter 5
Quantitative Data Collection
5.1. Primary Data/Survey with Cypriot Voters
5.2. Political Marketing Mix
5.2.1. The Reliability and the Validity of Marketing Mix Scale
5.3. Scale of Voting Behaviour
5.3.1. The Reliability and the validity of Voting Behaviour Scale
5.4. Voters' Involvement
5.4.1. The Reliability and the Validity of Voting Involvement Scale
5.4.1.1. Information Seeking and Stability
5.4.1.2. The Reliability and the Validity of Information Seeking
5.4.1.3. Voter Perceived Risk
5.4.1.4. The Reliability and the Validity of Voters' Perceived Risk
5.5. Criterion of Voting in Cypriot Reality
5.6. Institutions Impact on Voting/Electoral Behaviour
5.7. Word of Mouth/W.OM
5.7.1. The Reliability and the Validity of Word-of-Mouth Scale
Chapter 6
Interrelation of Researchable Elements
6.1. Correlation of Variables Political Marketing
6.1.1. Correlation of Variables (Place and Product)
6.1.2. Correlation of Variables (Price and Place)
6.1.3. Correlation of Variables (Price and Product)
6.1.4. Correlation of Variables (Promotion and Place)
6.1.5. Correlation of variables (Promotion and Price)
6.2. Correlation of Variables Voters Behaviour
6.2.1. Correlation of Variables (Reason to Vote and Candidate's Per. ID)
6.2.2. Correlation of Variables (Reason to Vote and Candidate's Political ID)
6.2.3. Correlation of Variables (Reason to Vote and Candidate's and Voter's Perceptions)
6.2.4. Correlation of Variables (Reason to Vote and Candidate's and Voter's Motives)
6.3. Correlation of Variables Voter's Involvement
6.3.1. Correlation of Variables (Voter's Involvement and Subjective Knowledge)
6.3.2. Correlation of Variables (Voter's Involvement and Political OL)
6.4. Research Measures and Their Cycled Interaction
6.4.1. Correlation of Variables (Political Marketing/Promotion and Reason to Vote)
6.4.2. Correlation of Variables (Product and Reason to Vote)
6.4.3. Correlation of Variables (Reason to Vote and Political Involvement)
6.4.4. Correlation of Variables (Voter's Involvement and Information Seeking)
6.4.5. Correlation of Variables (Voter's Involvement and Decision-Making Confidence)
6.4.6. Correlation of Variables (Satisfaction and Information Seeking)
Chapter 7
Qualitative Data Collection
7.1. Analysing Qualitative Data
7.1.1. Deductive Reasoning
7.2. Focus Group Analysis
7.2.1. Voters Perceptions - Reason to Vote
7.2.1.1. Voting Is a Fundamental Right vs Political Institutions and Social Context
7.2.1.2. Voting Is a National Duty
7.2.1.3. Voting Brings Representation
7.2.1.4. Voting Brings Change
7.2.1.5. Personal Interest vs. Collective Interest in Voting Behaviour
7.2.1.6. Pre-Election Promise
7.2.1.7. Abstention vs Participation
7.2.2. Candidates Identity and Voters Motives and Perceptions
7.2.2.1. Political Party Ideological Direction
7.2.2.2. The Candidate's Religion
7.2.2.3. The Gender of the Candidate
7.2.2.4. Family Tradition vs Personal Opinion
7.2.2.5. Strategic Voting/Premium Voting
7.2.3. Consumption of Political Message and Voting Decision
7.2.3.1. Political Marketing and Pre-Electoral Communication
7.2.3.2. The Ideological Clarity of the Political Message
7.2.3.3. Ideological Distance between the Alternatives
7.3. Campaign Content Analysis
7.3.1. Parliamentary Elections 2016 and 2021
7.3.1.1. Agenda Setting of the Elections
7.3.1.2. Channel
7.3.1.3. DISY - "Fixed Perspective"/«Sta?e?? ????pt???»
7.3.1.3.1. Information Source/Agenda Setting
7.3.1.3.2. Transmitter/Encoder
7.3.1.3.3. Receiver (Decoder)
7.3.1.3.4. Destination
7.3.1.4. AKEL- "You can make a difference"/«?p??e?? ?a ???e?? t? d?af???»
7.3.1.4.1. Information Source/Agenda Setting
7.3.1.4.2. Transmitter/ Encoder
7.3.1.4.3. Receiver (Decoder)
7.3.1.4.4. Destination
7.3.1.5. DIKO "Cyprus Ahead"/ «? ??p??? µp??st?»
7.3.1.5.1. Information Source/Agenda Setting
7.3.1.5.2. Transmitter/Encoder
7.3.1.5.3. Receiver (Decoder)
7.3.1.5.4. Destination
7.3.1.6. EDEK "We are defending the continuation of t he Republic of Cyprus"/ «?pe?asp???µaste t? s????e?a t?? ??p??a??? ??µ???at?a?»
7.3.1.6.1. Information Source/Agenda Setting
7.3.1.6.2. Transmitter/Encoder
7.3.1.6.3. Receiver (Decoder)
7.3.1.6.4. Destination
7.3.1.7. Environmentalists-Citizens Cooperation- "We take our lives in our own hands"/ «?a?????µe t? ??? µa? sta ????a µa?»
7.3.1.7.1. Information Source/Agenda Setting
7.3.1.7.2. Transmitter/Encoder
7.3.1.7.3. Receiver (Decoder)
7.3.1.7.4. Destination
7.3.1.8. Symmachia Politon/Citizens' Alliance - "Time to get on our feet. We can"/«??a ?a sta???µe sta p?d?a µa?. ?p????µe»
7.3.1.8.1. Information Source/Agenda Setting
7.3.1.8.2. Transmitter/Encoder
7.3.1.8.3. Receiver (Decoder)
7.3.1.9. Allileggii/Solidarity Movement "With Solidarity We Can" /«?e ?????e???? µp????µe»
7.3.1.9.1. Agenda Setting/Encoding Transmitter
7.3.1.9.2. Receiver (Decoder)
7.3.1.9.3. Destination
7.3.1.9.4. Information Source/Agenda Setting
7.3.1.9.5. Transmitter/Encoder
7.3.1.9.6. Receiver (Decoder)
7.3.1.9.7. Destination
7.3.2. Presidential Elections (2018)
7.3.2.1. Agenda Setting of the Elections
7.3.2.2. Channel
7.3.2.3. Anastasiadis and "Fixed Steps Forward"
7.3.2.3.1. Information Source/Agenda Setting
7.3.2.3.2. Transmitter/Encoder
7.3.2.3.3. Receiver (Decoder)
7.3.2.3.4. Destination
7.3.2.4. "Tomorrow unites us," says Stavros Malas
7.3.2.4.1. Information Source/Agenda Setting
7.3.2.4.2. Transmitter/Encoder
7.3.2.4.3. Receiver (Decoder)
7.3.2.4.4. Destination
7.3.2.5. NIKOLAS 2018 and Change
7.3.2.5.1. Information Source/Agenda Setting
7.3.2.5.2. Transmitter/Encoder
7.3.2.5.3. Receiver (Decoder)
7.3.2.5.4. Destination
7.3.2.6. George Lillikas and Safe Choice
7.3.2.6.1. Receiver (Decoder)
7.3.2.6.2. Destination
7.3.2.7. Christos Christou/ELAM "This land has a voice"
7.3.2.7.1. Receiver (Decoder)
7.3.2.7.2. Destination
7.4. The Demographic Variant/Diversification of Participants
7.4.1. Age
7.4.2. Gender
Chapter 8
Discussion and Interpretations of Findings
8.1. Summary of Key Findings
8.2. Interpretations of Data
8.2.1. The Political Marketing Parties/Candidates
8.2.1.1. The Ideological Clarity of the Political Message
8.2.1.2. Ideological Distance between the Alternatives
8.2.1.3. The Perceptual/Electoral Impact of Political Marketing
8.2.1.4. The Element of "Place" - Strengths and Weaknesses
8.2.1.5. The Element of "Product" - Strengths and Weaknesses
8.2.1.6. The Element of "Price"- Strengths and Weaknesses
8.2.1.7. The Element of "Promotion" - Strengths and Weaknesses
8.2.1.8. The Campaign Effects
8.2.1.9. The Consumption of Political Message/The Attributes vs. the Promises to the Voter
8.2.2. The Perceptions and Political Culture/Literature of the Voter
8.2.2.1. Reason to Vote - Strengths and Weaknesses
8.2.2.2. Voting Brings Representation
8.2.2.3. Candidates Personal and Political Identity - Strengths and Weaknesses
8.2.2.4. Voter's Perceptions Strengths and Weakness
8.2.2.5. Voter's Motives Strengths and Weaknesses
8.2.2.6. Political Involvement Strengths and Weaknesses
8.2.2.7. Voter's Perceived Risk
8.2.2.8. Personal Interest vs. Collective Interest in Voting Behaviour
8.2.2.9. Family Tradition vs Personal Opinion
8.2.3. The Cycled Interaction of the Research Measures
8.2.4. The Demographic Dimensions of the Research
8.2.4.1. Age
8.2.4.2. Reason to Vote by Age
8.2.4.3. Political Involvment and Age
8.4.4.4. Gender
8.2.5. The Impact of Institutions upon Consuming Behaviour
8.2.6. Strategic Vote
8.3. Research Implications
8.3.1. The Essence of Communication
8.3.1.1. Theory and Research Findings
8.3.2. The Impact of Political Marketing and Voters Perceptions
8.3.2.1. Theory and Research Findings
8.3.2.2. Political Marketing and the 4 Ps
8.3.3. The Role of Party in Shaping Voters Perceptions
8.3.3.1. Theory vs Research Findings
8.3.4. Voting Consumer Behaviour (Consumption)
8.3.5. Social Context and Institutions vs Voting Behaviour
8.3.5.1. Theory vs Research Findings
8.3.5.2. The Implications of the Research Context
8.4. Limitations
8.5. Recommendations for Further Research
References
Index
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