celebrity and politics. the case of televised political advertising in poland
TRANSCRIPT
Celebrity and politics
dr Tomasz Olczyk
the case of televised political advertising in Poland
celebritypolitics
celebrity politics
celebritization of politicians
politicization of celebrities
politics
celebrity
„Boorstin’s trap”
celebrity politics is relatively recent development
basic common premises
celebritization is on the rise
celebritization diminishes democracy
„small n studies”
methodological shortcomings
anecdotal evidence
narrow timespan
I also felt into this trap...
Olczyk T., 2009, Politainment and pop-persuasion. Televised political ads in 21 century campaigns
celebrity politics is relatively recent development
celebritization is on the rise
1990 2000 2015
presidential
european parliament
parliamentary
parliamentary
qualitative analysis from 2009
1990 2000 2015
presidential
european parliament
parliamentary
parliamentary
widening time frame of analysis
campaigns analysed in this study
1990 2000 2015
presidential presidential
european parliament
european parliament
european parliament
parliamentary parliamentary
parliamentary
parliamentaryparliamentaryparliamentary
1990 2000 2015
presidential presidential
presidential
parliamentary
missing video recordings
1990 2000 2015
presidential presidential
european parliament
european parliament
european parliament
parliamentary parliamentary
parliamentary
parliamentaryparliamentaryparliamentary
presidential presidential
presidential
parliamentary
paid advertisements
short
few committees can afford them
expensive
small number
election committees broadcasts
longer
free
guaranteed to all committees
aired in special blocs in public tv during last two weeks of campaign
big number
election committee broadcast, Civic Platform, Parliament elections, 2005
paid political commercials within longer free programms
necessity of selection
up to 840 minutes of broadcats in public tv channels per campaign
~20 blocks per campaign
very low variety of content and form
117 advertisements
Sample
11 campaigns
first blocks of election committees broadcasts
average length of advertisement – 226 seconds
7 hours 22 minutes of video recordings
celebritiespoliticians
celebrity politics in political ads – main categories
intimization
endorsementscandidacy
United Poland, European Parliament elections, 2014
celebrity candidate
intimization
TAMS Analyzer
coding
retrieving
theory building
III gen CAQDAS
duration – time coding
0% 2,25% 4,5% 6,75% 9%
8,82%
3,26%
celebrity politics in tv ads
politicization of celebrities
celebritization of politicians
N=26521 seconds (total time of 117 ads)
celebrity politics in tv ads – parliamentary elections
0%
5%
10%
15%
20%
1993 1997 2001 2005 2007 2011
celebritization of politicians politicization of celebrities
N=total time of first block of ads of each campaign
0%
5%
10%
15%
20%
2004 2009 2014
celebritization of politics politicization of celebrities
celebrity politics in tv ads – elections to European Parliament
N=total time of first block of ads of each campaign
0%
5%
10%
15%
20%
2005 2010
celebritization of politics politicization of celebrities
celebrity politics in tv ads – presidential campaigns
N=total time of first block of ads of each campaign
0% 15% 30% 45% 60%
3,50%
56,99%
celebrity candidates vs other candidates
celebrity
noncelebrity
N=26521 seconds (total time of 117 ads)
0% 1,5% 3% 4,5% 6%
5,33%
3,76%
celebrity endorsements vs other endorsements
celebrity
other
N=26521 seconds (total time of 117 ads)
0% 15% 30% 45% 60%
3,26%
57,23%
intimate presentation vs official presentation
intimate
official
N=26521 seconds (total time of 117 ads)
celebritiespoliticians
celebrity politics in political ads
intimization
endorsementscandidacy
different types of endorsements
But.. the devil is in the detail
many levels of intimization
big differences in relative celebrity of celebrities
diverse formats
CC BY NC 3.0
dr Tomasz Olczyk
Institute of Applied Social Sciences
tomaszolczyk.wordpress.com
Warsaw University
Thank You!