ISSN 2288-6168 (Online)
Article Information

Title

The Linkage between Issue Ownership Perception and Campaign Advertising: A Case Study of the 2012 Taiwan Presidential Election


Author's

Eric Chen-hua Yu(ericyu@nccu.edu.tw, Taiwan)

Pei-chen Hsu(, Taiwan)


Abstract

Assuming that a political party has a strong incentive to gain votes via issue setting as part of its campaign strategy, this study utilized a Web experimental survey to explore the extent to which three issue-related campaign advertising strategies—namely, issue ownership, issue convergence, and issue trespassing—affected voters’ perceptions toward parties’ issue-handling capabilities. Our empirical results show that issue ownership perceptions exist in Taiwan. In the 2012 Taiwan presidential election, as issue ownership advertisements may reinforce voters’ beliefs regarding parties’ issue-handling capabilities, issue trespassing advertising may improve a party’s image on the disadvantageous issue dimension. At least our data shows that the Kuomintang’s (KMT) advertisements have both effects.


Keywords

campaign advertising, issue ownership, issue convergence, issue trespassing, web experimental survey


Full Text

View Full Text


DOI

https://doi.org/10.15206/ajpor.2019.7.1.23


References

Abbe, O. G., Goodliffe, J., Herrnson, P. S., & Patterson, K. D. (2003). Agenda setting in congressional elections: The impact of issues and campaigns on voting behavior. Political Research Quarterly, 56, 419-430. https://doi.org/10.1177/106591290305600404

Ansolabehere, S., & Iyengar, S. (1994). Riding the wave and claiming the ownership over issue. Public Opinion Quarterly, 58(3): 335-337. http://dx.doi.org/10.1086/269431

Ansolabehere, S, & Iyengar S. (1997). Going negative: How political advertising divides and shrinks the American electorate. New York, NY: Free Press.

Benoit, W. L. (2003). Presidential campaign discourse as a causal factor in election outcome. Western Journal of Communication, 67, 97–112

Benoit, W. L. (2008). Own party issue ownership emphasis in presidential television spots. Communication Report, 20(1), 42-50. https://doi.org/10.1080/08934210601182818

Benoit, W. L. (2018). Issue ownership in the 2016 presidential debates. Argumentation and Advocacy, 54(1-2), 95-103. https://doi.org/10.1080/00028533.2018.1446856

Benoit, W. L., Airne, D. & Brazeal, L. (2011). Determinants of issue emphasis in gubernatorial and senate debates. Human Communication, 14(3), 127–136.

Belanger, E. (2003). Issue ownership by Canadian political parties 1953-2001. Canadian Journal of Political Science, 36, 539-558. https://doi.org/10.1017/S0008423903778755

Brazeal, L. M., & Benoit, W. L. (2008). Issue ownership in congressional campaign television spots. Communication Quarterly, 56(1), 17–28. https://doi.org/10.1080/01463370701839172

Chang, C. (2009). Jingxuan guanggao zhi xiaoguo tantao: Yi yiti suoyouquan celui weili [The effects of political advertising: The role of issue ownership.] Zhonghua Chuanbo Xuekan [Chinese Journal of Communication Research], 16, 95-129.

Chu, Y. H. (2012). Taiwan's election and democratization study, 2009-2012(III): The survey of presidential and legislative elections, 2012 (TEDS2012). Retrieved from http://teds.nccu.edu.tw/intro2/super_pages.php?ID=intro11&Sn=26.

Damore, D. F. (2004). The dynamics of issue ownership in presidential campaigns. Political Research Quarterly, 57(3), 391-397. https://doi.org/10.1177/106591290405700304

Harrop, M., & Miller, W. L. (1987). Elections and voters: A comparative introduction. London, England: The Macmillan Press.

Holbrook, T. (1996). Do campaign matter? London, England: Sage Publications.

Kaplan, N., Park, D. K., & Ridout, T. N. (2006). Dialogue in American political campaigns? An examination of issue convergence in candidate television advertising. American Journal of Political Science, 50(3), 724-436. https://doi.org/10.1111/j.1540-5907.2006.00212.x

Nie, N. H., Verba, S., & Petrocik, R. (1979). The changing American voter. Cambridge, MA: Harvard University Press.

Norris, P., Curtice, J., Sanders, D., Scammell, M., & Semetko, H. (1999). On message: Communicating the campaign. London, England: Sage.

Petrocick, J. R. (1996). Issue ownership in presidential elections, with a 1980 case study. American Journal of Political Science, 40(3), 825-850.

Petrocick, J. R., Benoit, W. L., & Hansen, G. J. (2003). Issue ownership and presidential campaigning, 1952-2000.” Political Science Quarterly, 118(4), 599-626. https://doi.org/10.1002/j.1538-165X.2003.tb00407.x

Sellers, P. J. (1998). Strategy and background in congressional campaigns. American Political Science Review, 92(1), 159-171. https://doi.org/10.2307/2585935

Shaw, D. R. (1999). The effect of TV ads and candidate appearances on statewide presidential votes, 1988-1996. American Political Science Review, 93, 345-362. https://doi.org/10.2307/2585400

Yu, E. C. (2013). Wanglu minyi diaocha de lilun yu shiwu [The theory and practice of Web survey]. In L.-H. Chen (Ed.) Minyi diaocha xinlun [Public opinion survey] (3rd ed.) (pp.89-110 ). Taipei, Taiwan: Wunan Book Store.