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Bush-Clinton Content Analysis

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by

Wayne Woolley

on 24 February 2018

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Transcript of Bush-Clinton Content Analysis

Attack
ads
William L. Benoit
Functional Theory of Campaign Discourse
Accuse, defend, attack
R.M. Perloff
Elaboration Likelihood Model
low involvement?
HIGH INVOLVEMENT
Grunwald
Castellanos
Advertising consultants
An advertising content analysis
Bush
Attack ad stats
-- 12 attack ads
or 56% of total
Clinton
--19 attack ads
or 63% of total
Agenda setting theory
1992 General Election
Content analysis hypotheses
H1 -- The dominant theme of the Bush campaign attack ads will be those that portray Clinton as an untrustworthy candidate by raising questions about his past actions and the words he has used to explain those actions.
Agenda setting theory
H2 -- The dominant theme of the Clinton campaign attack ads will be those that portray Clinton as an untrustworthy candidate by raising questions about his past actions and words he has used to explain those actions.
Elaboration likelihood model
Content Analysis Methodology
Unit of analysis: Phrase or short sentence
Four themes emerged ...
Trust
Risk
Financial Impact
Positive Change
Coding looked like this ...
And this ...
The results ...
N=98
Bush - 47
Clinton - 51
Units of analysis
H1 - Not supported
Financial impact

not
Trust
H2 - Not supported
Trust
not

Financial Impact

Acclaim, defend, attack
Full transcript