Article

Theoretical approaches about the role of electoral advertising in a context of political malaise

https://doi.org/10.26441/RC16.2-2017-A4

Abstract

We are going to develop a theoretical frame to understand the role that campaigns would have in a context of political malaise. Considering the multidimensionality of the discontent, we are going to conceive the disaffection like the component more related with what Putnam & Goss called ‘the previous conditions for an effective democracy’. Taking into account the results of other studies surrounding the democratic effects of the campaigns, we will suggest that the electoral advertising could help us to improve the civic sense of the citizens from an attitudinal dimension, strengthening our democracies.

Keywords

political campaign; disaffection; political attitude; democracy; civic sense

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References

Pedro Fierro Zamora es Máster en Comunicación Política y Corporativa por la Universidad de Navarra. Imparte asignatura Opinión pública y liderazgo estratégico en la Universidad Adolfo Ibáñez y Escuela de Negocios en la ciudad Viña del Mar, Chile. pedro.fierro@uai.cl, http://orcid.org/0000-0002-8910-9461

Ana Azurmendi es Doctora por la Universidad de Navarra y Profesora Titular de Derecho de la Comunicación en la Facultad de Comunicación en la misma universidad. Imparte la asignatura Derecho de la Comunicación en los grados de Periodismo y de Comunicación Audiovisual. aazur@unav.es, http://orcid.org/0000-0001-6679-8826