Political advertising as a genre exists at the centre of the tension between market driven and de... more Political advertising as a genre exists at the centre of the tension between market driven and democracy driven freedom of expression. Although political advertising on television is banned in Norway, there have been several instances of different actors breaking the law on broadcasting to get their message across. This chapter examines the role of televised political advertising in the Norwegian context from 1995 to 2015. I argue that the advertising has not had much persuasive influence in the traditional sense. However, it has influenced debates, has led to changes in legislation and high-profile court cases, and not least has been a means to attract attention for television channels. The Norwegian ban on political advertising stands as a lesson on the difficulties of making effective policy in a climate which has been in rapid change since the onset of digitisation.
In the present chapter, I argue that the tradition of rhetoric includes certain perspectives that... more In the present chapter, I argue that the tradition of rhetoric includes certain perspectives that can be employed in the ‘cultural tradition and reception analysis’ – especially if one’s area of inquiry is different forms of political communication. As originally practiced, reception analysis had a certain tendency to draw inspiration from the tradition of rhetoric. Consequently, there are certain shared perspectives, preconditions and conceptions between the two traditions. In the following, I argue that one should further examine how rhetoric can strengthen contemporary reception analysis. I present two approaches, or concepts, that I maintain are useful in this regard: a) a view of communication as intentional and b) a rhetorical view of argumentation. Integrating these tools into reception analysis will enable a further understanding on how traditional and emerging forms of intentional, political communication are perceived and interpreted by audiences. It will also encourage those practicing reception analysis to pay greater attention to the production of media texts, as well as engaging with the texts themselves.
Keywords: Rhetoric, reception analysis, political communication, argumentation.
I denne rapporten presenterer jeg funn fra en studie av argumentasjonen for og mot forbudet mot p... more I denne rapporten presenterer jeg funn fra en studie av argumentasjonen for og mot forbudet mot politisk fjernsynsreklame i Norge, samt filmene i seg selv. Kildematerialet har bestått av 85 politiske reklamer i levende bilder, produsert og fremvist i Norge, 308 avisartikler trykket i norsk presse i perioden 1995 til 2011 samt et utvalg stortingsmeldinger, NOUer og høringspapirer som er direkte knyttet til diskusjon eller bestemmelser rundt forbudet mot politisk reklamefilm. Utvalget av reklamefilmer er en blanding av fjernsynssendte filmer, og filmer fra internett.
Political advertising as a genre exists at the centre of the tension between market driven and de... more Political advertising as a genre exists at the centre of the tension between market driven and democracy driven freedom of expression. Although political advertising on television is banned in Norway, there have been several instances of different actors breaking the law on broadcasting to get their message across. This chapter examines the role of televised political advertising in the Norwegian context from 1995 to 2015. I argue that the advertising has not had much persuasive influence in the traditional sense. However, it has influenced debates, has led to changes in legislation and high-profile court cases, and not least has been a means to attract attention for television channels. The Norwegian ban on political advertising stands as a lesson on the difficulties of making effective policy in a climate which has been in rapid change since the onset of digitisation.
In the present chapter, I argue that the tradition of rhetoric includes certain perspectives that... more In the present chapter, I argue that the tradition of rhetoric includes certain perspectives that can be employed in the ‘cultural tradition and reception analysis’ – especially if one’s area of inquiry is different forms of political communication. As originally practiced, reception analysis had a certain tendency to draw inspiration from the tradition of rhetoric. Consequently, there are certain shared perspectives, preconditions and conceptions between the two traditions. In the following, I argue that one should further examine how rhetoric can strengthen contemporary reception analysis. I present two approaches, or concepts, that I maintain are useful in this regard: a) a view of communication as intentional and b) a rhetorical view of argumentation. Integrating these tools into reception analysis will enable a further understanding on how traditional and emerging forms of intentional, political communication are perceived and interpreted by audiences. It will also encourage those practicing reception analysis to pay greater attention to the production of media texts, as well as engaging with the texts themselves.
Keywords: Rhetoric, reception analysis, political communication, argumentation.
I denne rapporten presenterer jeg funn fra en studie av argumentasjonen for og mot forbudet mot p... more I denne rapporten presenterer jeg funn fra en studie av argumentasjonen for og mot forbudet mot politisk fjernsynsreklame i Norge, samt filmene i seg selv. Kildematerialet har bestått av 85 politiske reklamer i levende bilder, produsert og fremvist i Norge, 308 avisartikler trykket i norsk presse i perioden 1995 til 2011 samt et utvalg stortingsmeldinger, NOUer og høringspapirer som er direkte knyttet til diskusjon eller bestemmelser rundt forbudet mot politisk reklamefilm. Utvalget av reklamefilmer er en blanding av fjernsynssendte filmer, og filmer fra internett.
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Papers by Magnus H Iversen
Keywords: Rhetoric, reception analysis, political communication, argumentation.
Keywords: Rhetoric, reception analysis, political communication, argumentation.