UM E-Theses Collection (澳門大學電子學位論文庫)
Comparative studies on political advertisement in YouTube and TV :a case of 2013 Macau Legislative Election
English Abstract
This research focus in examining the political advertisement evolution and the power of YouTube in political campaign based on data of the Legislative Assembly Election 2013 in Macao. Date collect from content analysis and in-depth interviews shows that Government Election Regulations generate differences in YouTube and television advertisement: 1) YouTube advertisement are comparatively less persuasive; 2) political advertisement is acclaim more than attack and attack more than defense for both TV and YouTube ads; and 3) the political ads in YouTube are less informative than TV ads. This result is related to Election Regulations as the time limited for the both the promotion period and the video launching time on television, people need to search the information from the internet and then narrow the effectiveness of YouTube video. Anyway, as the increasing of the netizen in Macao, YouTube video and internet will become more popular in Macau in the near future, recommended to have further research on this topic.
Issue Date
Tai, Mei I
Faculty of Social Sciences
Department of Communication
Macau. Assembleia Legislativa -- Elections, 2013
Elections -- Macau
Advertising, Political -- Macau
Television and politics -- Macau
Communication and New Media -- Department of Communication
Li Xiao Qin
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