Publication details
Koncept tematického vlastnictví, palčivosti témat a agendy setting v politologii
| Title in English | Issue Ownership, Issue Salience and Agenda Setting in Political Science |
|---|---|
| Authors | |
| Year of publication | 2007 |
| Type | Article in Periodical |
| Magazine / Source | Politologický časopis |
| MU Faculty or unit | |
| Citation | |
| Field | Political sciences |
| Keywords | issue ownerwship; issue salience; agenda setting; campaigning; political communication; rational choice theory |
| Description | The article attempts to interpret changes in the character of communication strategies applied in election competitions during the 20th century. The most important change seems to be the shift from cleavage-based to issue-based communication in election campaigns. Such shift can be interpreted as the result of modernization process (individualizing) and growing rationality of both factions: voters tend to support specific political parties expecting certain benefits, whereas political parties tend to emphasize those issues which can satisfy voters` demand. Over time, particular issues can, on the basis of successfully executed policies, be "transferred" into the ownership of specific political parties. When the communicated issue is salient, the issue ownership can bring advantages in polling. This brings a new dimension to the party competition: Now the parties have to compete with other agenda setters about the (issue) dominance in public, media and political sphere. |
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