Political Advertisements Through Print Media in India
Pragyaan; Vol.8, issue 2, ISSN: 09745505
15 Pages Posted: 4 Aug 2012
Date Written: December 1, 2011
Purpose- This paper aims to determine the effectiveness of political advertisements done through print media in the developed countries like India. Also, it examines the location wise difference in the perception of the voters about political advertisements.
Design/methodology /approach- Using the Descriptive research methodology, a structured questionnaire was completed by 545 respondents across 10 districts of Haryana, a state in India during the Haryana General Assembly Election’09 concerning the impact and effectiveness of political advertisements and the extent to which print media was used during these elections. The data collected was interpreted by means of Chi-square statistical analysis to determine the difference in the perception of voters living on the G.T. Road belt(which is more industrially advanced) and in the Interior regions(which is comparatively agriculture oriented) of Haryana about the political advertisements through print media.
Findings- People living in the districts on G. T. Belt are more prone to influence by political advertisements as compared to their counterparts in the Interior regions of Haryana. This may be attributed to the fact that politically more aware people tend to be less influenced. People trust print media more in comparison to broadcast media as far as political advertisement is concerned.
Research Limitations/Implications- Political advertisements are very different from commercial advertisements. Therefore, further researchers may try to develop a model more specific to political advertisements on the basis of media/vehicle used and the economic environment of the country.
Originality/Value- There is a shortage of literature related to political advertisements in the developing countries. Of late, developing countries like India have seen a rise in the amount of expenditure for political advertisements. Thus, it is imperative to determine the worth/output of such efforts.
Keywords: Political Advertisement, Print Media, Developing countries, India, Legislative Assembly, Elections
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