• Register
  • Login
    • flaga  English flaga  Język Polski
    Published: 2019-03-051
    Vol. 3 No. 14 (2018)

    Negative Campaign Ads in the Third Republic of Poland

    Mirosław Romański
    Media - Culture - Social Communication
    Section: Articles
    https://doi.org/10.31648/mkks.3272

    Abstract

    In this article, the phenomenon of negative campaign ads is described, which began in Poland following the election campaign of 2000 and serve as the most important component of the political battle during election campaign. The characteristics of negative spots, their features and chosen examples are presented. The author also analyses how false information and hypocrisy in negative campaign ads are a fixed component, as well as how many negative campaign ads indeed are based on truth. Since true information is economically used, it is difficult to properly understand the words used in them, what provides great room for manoeuvring. It is also interesting that the effect which is aimed at in negative campaign ads is built on the opposite information. When giving unreliable information about the rival, on the one hand, his image is ruined, but on the other hand, the accusing party creates the impression of providing the truth. Negative campaign ads, as the permanent element of the political phenomenon, and partially historical, are now integrating themselves into every election campaign and constitute a crucial element of political marketing. These practices of political life prove that in the battle for power there are no sentiments.

    Keywords:

    politics, the III Republic of Poland, campaign ads in the III Republic of Poland, political battle, media

    Download files

    Citation rules

    Romański, M. (2019). Negative Campaign Ads in the Third Republic of Poland. Media - Culture - Social Communication, 3(14), 61–74. https://doi.org/10.31648/mkks.3272

    Cited by / Share

    Crossref
    Scopus
    Google Scholar
    Europe PMC

    This website uses cookies for proper operation, in order to use the portal fully you must accept cookies.