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بازاریابی سیاسی در انتخابات: عزیمت از برجستهسازی رسانهای سنتی به مدرن مطالعه موردی: انتخابات عمومی 2015 و 2017 بریتانیا | ||
| مطالعات رسانههای نوین | ||
| مقاله 2، دوره 8، شماره 31، مهر 1401، صفحه 76-47 اصل مقاله (609.62 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22054/nms.2022.58419.1133 | ||
| نویسندگان | ||
| سام محمدپور* 1؛ یونس شکرخواه2 | ||
| 1دانشجوی دکتری مطالعات بریتانیا، گروه مطالعات بریتانیا، دانشکده مطالعات جهان، دانشگاه تهران، تهران، ایران. | ||
| 2مطالعات بریتانیا، دانکشده مطالعات جهان، دانشگاه تهران | ||
| چکیده | ||
| کاربرد نظریه برجستهسازی در پنجاهسالگی خود بسیار فراگیرتر از گذشته شده است و امروزه میتوان آن را به دو شاخه اصلی برجستهسازی سنتی و مدرن تقسیم کرد. بر اساس نظریه برجستهسازی، احزاب سیاسی با بهرهگیری از ابزار رسانهای و بازاریابی سیاسی قادرند توجهات را به موضوعات مورد نظر خود معطوف سازند. برای مدتهای طولانی، مفروضات اصلی نظریه برجستهسازی حول محور روزنامهها و شبکههای رادیویی و تلویزیونی -به عنوان رسانههای جمعی فراگیر- تنظیم شده بود. با گسترش فناوریهای ارتباطی و ظهور شبکههای اجتماعی، نقش تعیینکننده رسانههای سنتی در انتخابات به چالش کشیده شده است و امروزه احزاب سیاسی به منظور برجستهسازی مواضع و برنامههای خود به دنبال استفاده و حضور هرچه بیشتر در شبکههای اجتماعی هستند. در این راستا، پژوهش حاضر با بهرهمندی از مباحث نظریه برجستهسازی و بررسی رفتار رسانهای احزاب بریتانیایی در دو انتخابات عمومی 2015 و 2017، در صدد پاسخ به این پرسش بود که گرایش احزاب بریتانیا به استفاده از رسانههای مختلف در دو انتخابات مذکور چگونه بوده است. یافتههای پژوهش، با تکیه بر یافتهها و نتایج مهمترین سازمانهای آماری بریتانیا و جهان نشان داد که انتخابات عمومی 2015 و 2017 بریتانیا، به ترتیب نقطه عطف و نقطه اوجی در گرایش احزاب بریتانیایی به شبکههای اجتماعی به عنوان ابزار برجستهسازی در دوران مدرن بوده است. بر این اساس، به نظر میرسد شبکههای اجتماعی با پایان دادن به دههها سلطه روزنامهها و شبکههای تلویزیونی، در حال مطرح شدن به عنوان رسانههای تعیینکننده در کارزارهای انتخاباتی هستند. | ||
| کلیدواژهها | ||
| انتخابات؛ تلویزیون؛ روزنامه؛ شبکههای اجتماعی؛ نظریه برجستهسازی | ||
| مراجع | ||
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