The Wild, Wild West

Political Advertising in the United States

Authored by: Marion R. Just , Ann Crigler

Routledge Handbook of Political Advertising

Print publication date:  March  2017
Online publication date:  February  2017

Print ISBN: 9781138908307
eBook ISBN: 9781315694504
Adobe ISBN: 9781317439783


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Political advertising is constructed by candidates, parties and groups and reconstructed by members of the public in the particular political, social, historical, economic and legal context of the system. This dynamic context consists of many different actors: candidates, opponents, political parties, consultants, interest groups, donors and journalists. Political advertising is no longer confined to broadcast media, but is increasingly resident on the Internet and spread through social media. This new form of delivery means a greater role for individual agency, especially in evaluating political ads and disseminating them across their social networks.

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