Investigación en publicidad política: un análisis bibliométrico

La publicidad política se ha configurado en un campo de alto interés para los científicos sociales. El propósito de este documento es analizar la literatura desarrollada alrededor del tema, identificando la tendencia de crecimiento en el tiempo, autores relevantes, regiones donde se ha estudiado may...

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Autores:: Arango Espinal, Edwin
Ceballos Molano, Raquel
Osorio Andrade, Carlos Fernando

Tipo de recurso:: Article of journal

Fecha de publicación:: 2020

Institución:: Universidad de San Buenaventura

Repositorio:: Repositorio USB

Idioma:: spa

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dc.title.spa.fl_str_mv	Investigación en publicidad política: un análisis bibliométrico
dc.title.translated.spa.fl_str_mv	Investigación en publicidad política: un análisis bibliométrico
title	Investigación en publicidad política: un análisis bibliométrico
spellingShingle	Investigación en publicidad política: un análisis bibliométrico análisis bibliométrico publicidad política marketing político bibliometric analysis political advertising political marketing
title_short	Investigación en publicidad política: un análisis bibliométrico
title_full	Investigación en publicidad política: un análisis bibliométrico
title_fullStr	Investigación en publicidad política: un análisis bibliométrico
title_full_unstemmed	Investigación en publicidad política: un análisis bibliométrico
title_sort	Investigación en publicidad política: un análisis bibliométrico
dc.creator.fl_str_mv	Arango Espinal, Edwin Ceballos Molano, Raquel Osorio Andrade, Carlos Fernando
dc.contributor.author.eng.fl_str_mv	Arango Espinal, Edwin Ceballos Molano, Raquel Osorio Andrade, Carlos Fernando
dc.subject.spa.fl_str_mv	análisis bibliométrico publicidad política marketing político
topic	análisis bibliométrico publicidad política marketing político bibliometric analysis political advertising political marketing
dc.subject.eng.fl_str_mv	bibliometric analysis political advertising political marketing
description	La publicidad política se ha configurado en un campo de alto interés para los científicos sociales. El propósito de este documento es analizar la literatura desarrollada alrededor del tema, identificando la tendencia de crecimiento en el tiempo, autores relevantes, regiones donde se ha estudiado mayoritariamente el concepto, características fundamentales de la publicidad política y finalmente, líneas futuras de investigación. En la investigación se emplea un análisis bibliométrico de 295 manuscritos extraídos de Web of Science. Los resultados sugieren que el campo de la publicidad política viene creciendo en los últimos cinco años; sin embargo, en Latinoamérica la producción académica es escasa. Se evidencia que los tópicos de mayor interés han girado en torno al papel que juega la publicidad política en impulsar candidatos y partidos, los efectos de los anuncios sobre el electorado y la influencia de la publicidad agresiva o negativa.
publishDate	2020
dc.date.accessioned.none.fl_str_mv	2020-12-18T00:00:00Z 2025-07-31T17:13:27Z
dc.date.available.none.fl_str_mv	2020-12-18T00:00:00Z 2025-07-31T17:13:27Z
dc.date.issued.none.fl_str_mv	2020-12-18
dc.type.spa.fl_str_mv	Artículo de revista
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dc.identifier.doi.none.fl_str_mv	10.21500/22563202.4574
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dc.relation.references.spa.fl_str_mv	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(4), 419–430. https://doi.org/10.1177/106591290305600404 Ansolabehere, S. D., Iyangar, S., & Simon, A. (1999). Replicating Experiments Using Aggregate and Survey Data: The Case of Negative Advertising and Turnout. American Political Science Review (Vol. 93). https://doi.org/10.2307/2586120 Barba, B. (2003). Los indicadores bibliométricos: fundamentos y aplicación al análisis de la ciencia. Asturias: Trea Ed. Benoit, W. L. (2000). A functional analysis of political advertising across media, 1998. Communication Studies, 51(3), 274–295. Benoit, W.L. & Klyukovski, A.A. (2006). A functional analysis of the 2004 Ukrainian debates. En: Argumentation, Vol. 20, p. 209-225. Berelson, B. R., Lazarsfeld, P. F., McPhee, W. N., & McPhee, W. N. (1954). Voting: A study of opinion formation in a presidential campaign. University of Chicago Press. Bordons, M., & Zulueta, M. . (1999). Evaluación de la actividad científica a través de indicadores bibliométricos. Revista Española de Cardiología, 52(10), 790–800. https://doi.org/https://doi.org/10.1016/S0300-8932(99)75008-6 Bouyssou, D., & Marchant, T. P. 801001379881 0000-0002-2893-2964. (2011). Bibliometric rankings of journals based on impact factors: an axiomatic approach. (2011) JOURNAL OF INFORMETRICS. Retrieved from http://lib.ugent.be/catalog/pug01:1101733 Brader, T. (2005). Striking a Responsive Chord: How Political Ads Motivate and Persuade Voters by Appealing to Emotions. American Journal of Political Science, 49(2), 388–405. https://doi.org/10.1111/j.0092-5853.2005.00130.x Brookes, B. C. (1969). Bradford’s law and the bibliography of science. Nature, 224(5223), 953. Cadavid, L., Awad, G., & Franco, C. (2012). A bibliometric analysis of a modeled field for disseminating innovation. Estudios Gerenciales (Vol. 28). Chaffee, S., & Choe, S. (1980). Time of Decision and Media Use During the Ford-Carter Campaign. Public Opinion Quarterly, 44(1), 53–69. https://doi.org/10.1086/268566 Cooper, H. (2015). Research synthesis and meta-analysis: A step-by-step approach (Vol. 2). Sage publications. Durieux, V., & Gevenois, P. A. (2010). Bibliometric Indicators: Quality Measurements of Scientific Publication. Radiology, 255(2), 342–351. https://doi.org/10.1148/radiol.09090626 Evarts, D., & Guido, H. S. (1974). Coverage of the 1972 Campaign by TV, News Magazines and Major Newspapers. Journalism Quarterly, 51(4), 645–648. https://doi.org/10.1177/107769907405100409 Fowler, E. F., Franz, M., & Ridout, T. N. (2015). Political Advertising in 2012. Dataset]. Version, 1. Fowler, E. F., & Ridout, T. N. (2009). Local television and newspaper coverage of political advertising. Political Communication, 26(2), 119–136. Franz, M. M., & Ridout, T. N. (2007). Does political advertising persuade? Political Behavior, 29(4), 465–491. Freedman, P., Franz, M., & Goldstein, K. (2004). Campaign advertising and democratic citizenship. American Journal of Political Science, 48(4), 723–741. Freedman, P., & M. Goldstein, K. (1999). Measuring Media Exposure and the Effects of Negative Campaign Ads. American Journal of Political Science (Vol. 43). https://doi.org/10.2307/2991823 Gerber, A., Gimpel, J., Green, D., & Shaw, D. (2011). How Large and Long-lasting Are the Persuasive Effects of Televised Campaign Ads? Results from a Randomized Field Experiment. American Political Science Review (Vol. 105). Goldstein, K., & Freedman, P. (2002). Campaign Advertising and Voter Turnout: New Evidence for a Stimulation Effect. The Journal of Politics, 64(3), 721–740. Retrieved from http://www.jstor.org/stable/1520110 Herman, E. S., & Chomsky, N. (2010). Manufacturing consent: The political economy of the mass media. Random House. Herrero, J. C. & Benoit, W. L. (2009). Análisis funcional de los debates en las elecciones generales de 2008. ZER: Revista de Estudios de Comunicación= Komunikazio Ikasketen Aldizkaria, 14(27). Facultad de Ciencias Sociales y de la Comunicación de la Universidad del País Vasco/Euskal Herriko Unibertsitatea. Kaid, L. (2002). Videostyle and political advertising effects in the 2000 presidential campaign. Westport, CT: Praeger. Kaid, L. & Postelnicu, M. (2005). Political Advertising in the 2004 Election: Comparison of Traditional Television and Internet Messages. American Behavioral Scientist, 49(2), 265–278. Recuperado de: https://doi.org/10.1177/0002764205279421 Kaid, L., & Bacha, C. (2006). Television advertising and democratic systems around the world: A comparison of videostyle content and effects (pp. 445–458). https://doi.org/10.4135/9781412973403.n27 Kumar, A., & Pathak, P. (2013). Political advertising in India: a perspective. Management Insight, 8(1). Larreguy, H. A., Snyder Jr, J. M., & Marshall, J. (2018). Leveling the playing field: How campaign advertising can help non-dominant parties. Journal of the European Economic Association, 16(6), 1812–1849. https://doi.org/10.1093/jeea/jvy001 Lotka, A. J. (1926). The frequency distribution of scientific productivity. Journal of the Washington Academy of Sciences, 16(12), 317–323. Low, M. B., & MacMillan, I. C. (1988). Entrepreneurship: Past Research and Future Challenges. Journal of Management, 14(2), 139–161. https://doi.org/10.1177/014920638801400202 Martens, C. D. P., Lacerda, F. M., Belfort, A. C., & Freitas, H. M. R. de. (2016). Research on entrepreneurial orientation: current status and future agenda. International Journal of Entrepreneurial Behaviour and Research, 22(4), 556–583. https://doi.org/10.1108/IJEBR-08-2015-0183 Matthes, J., & Schmuck, D. (2015). The Effects of Anti-Immigrant Right-Wing Populist Ads on Implicit and Explicit Attitudes: A Moderated Mediation Model. Communication Research, 44(4), 556–581. https://doi.org/10.1177/0093650215577859 Noyons, E. C. M., Moed, H. F., & Luwel, M. (1999). Combining mapping and citation analysis for evaluative bibliometric purposes: A bibliometric study. Journal of the American Society for Information Science, 50(2), 115–131. https://doi.org/10.1002/(SICI)1097-4571(1999)50:2<115::AID-ASI3>3.0.CO;2-J Okubo, Y. (1997). Bibliometric indicators and analysis of research systems. Pinkleton, B. E., Um, N.-H., & Austin, E. W. (2002). An exploration of the effects of negative political advertising on political decision making. Journal of Advertising, 31(1), 13–25. Pritchard, A. (1969). Statistical Bibliography or Bibliometrics? Journal of Documentation (Vol. 25). Rey-Martí, A., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2016). A bibliometric analysis of social entrepreneurship. Journal of Business Research, 69(5), 1651–1655. https://doi.org/10.1016/j.jbusres.2015.10.033 Sassmannshausen, S. P., & Volkmann, C. (2013). A bibliometric based review on social entrepreneurship and its establishment as a field of research. Schumpeter Discussion Papers. Schildt, H. A., Zahra, S. A., & Sillanpää, A. (2006). Scholarly communities in entrepreneurship research: A co–citation analysis. Entrepreneurship Theory and Practice, 30(3), 399–415. Schmuck, D., & Matthes, J. (2017). Effects of economic and symbolic threat appeals in right-wing populist advertising on anti-immigrant attitudes: The impact of textual and visual appeals. Political Communication, 34(4), 607–626. Shah, D. V., Cho, J., Nah, S., Gotlieb, M. R., Hwang, H., Lee, N. J., … Mcleod, D. M. (2007). Campaign ads, online messaging, and participation: Extending the communication mediation model. Journal of Communication, 57(4), 676–703. https://doi.org/10.1111/j.1460-2466.2007.00363.x Sohal, S. & Kaur, H. (2018). A Content Analysis of YouTube Political Advertisements: Evidence from Indian Parliamentary Elections. Journal of Creative Communications, 13(2), 133–156. Recuperado de: https://doi.org/10.1177/0973258618761408 Soley, L. C., & Reid, L. N. (1982). Promotional Expenditures in U.S. Congressional Elections. Journal of Marketing & Public Policy, 1(1), 147–155. https://doi.org/10.1177/074391568200100112 Spenkuch, J. L., & Toniatti, D. (2018). Political advertising and election results. Quarterly Journal of Economics, 133(4), 1981–2036. https://doi.org/10.1093/qje/qjy010 Valentino, N., Hutchings, V., & Williams, D. (2004). The Impact of Political Advertising on Knowledge, Internet Information Seeking, and Candidate Preference. Journal of Communication (Vol. 54). https://doi.org/10.1111/j.1460-2466.2004.tb02632.x Van Eck, N. J., Raan, T., & Waltman, L. (2012). Waltman, L., N.J. van Eck, and A.F.J. van Raan (2012) Universality of Citation Distributions Revisited Journal of the American Society for Information Science and Technology 63(1) 72-77. Van Steenburg, E. (2015). Areas of research in political advertising: A review and research agenda. International Journal of Advertising, 34(2), 195–231. https://doi.org/10.1080/02650487.2014.996194 Virgen Ortiz, V., Oliveros, C. E., & Betancourt Guerrero, B. (2014). Análisis bibliométrico del campo de formación de emprendedores . Cuadernos de Administración (Universidad Del Valle) . scieloco . Williams, C. B., & Gulati, G. J. “Jeff. (2018). Digital Advertising Expenditures in the 2016 Presidential Election. Social Science Computer Review, 36(4), 406–421. https://doi.org/10.1177/0894439317726751
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spelling	Arango Espinal, EdwinCeballos Molano, RaquelOsorio Andrade, Carlos Fernando2020-12-18T00:00:00Z2025-07-31T17:13:27Z2020-12-18T00:00:00Z2025-07-31T17:13:27Z2020-12-18La publicidad política se ha configurado en un campo de alto interés para los científicos sociales. El propósito de este documento es analizar la literatura desarrollada alrededor del tema, identificando la tendencia de crecimiento en el tiempo, autores relevantes, regiones donde se ha estudiado mayoritariamente el concepto, características fundamentales de la publicidad política y finalmente, líneas futuras de investigación. En la investigación se emplea un análisis bibliométrico de 295 manuscritos extraídos de Web of Science. Los resultados sugieren que el campo de la publicidad política viene creciendo en los últimos cinco años; sin embargo, en Latinoamérica la producción académica es escasa. Se evidencia que los tópicos de mayor interés han girado en torno al papel que juega la publicidad política en impulsar candidatos y partidos, los efectos de los anuncios sobre el electorado y la influencia de la publicidad agresiva o negativa.Political advertising has become a field of high interest to social scientists over time. The purpose of this document is to analyze the literature developed around the subject, identifying the growth trend over time, relevant authors, regions where the concept has been studied, fundamental characteristics of political advertising, and finally, future lines of research. The research uses a bibliometric analysis of 295 manuscripts extracted from Web of Science. The results suggest that the field of political advertising has been growing in the last five years. However, in Latin America, academic production is scarce. It is evident that the topics of greatest interest have revolved around the role that political advertising plays in promoting candidates and parties, the effects of the announcements on the electorate and the influence of aggressive or negative advertising.application/pdftext/xml10.21500/22563202.45742256-3202https://hdl.handle.net/10819/26293https://doi.org/10.21500/22563202.4574spaUniversidad de San Buenaventura Calihttps://revistas.usb.edu.co/index.php/GuillermoOckham/article/download/4574/4412https://revistas.usb.edu.co/index.php/GuillermoOckham/article/download/4574/4413Núm. 2 , Año 2020 : Revista Científica Guillermo de Ockham189218118Revista Guillermo de OckhamAbbe, 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(4), 419–430. https://doi.org/10.1177/106591290305600404 Ansolabehere, S. D., Iyangar, S., & Simon, A. (1999). Replicating Experiments Using Aggregate and Survey Data: The Case of Negative Advertising and Turnout. American Political Science Review (Vol. 93). https://doi.org/10.2307/2586120 Barba, B. (2003). Los indicadores bibliométricos: fundamentos y aplicación al análisis de la ciencia. Asturias: Trea Ed. Benoit, W. L. (2000). A functional analysis of political advertising across media, 1998. Communication Studies, 51(3), 274–295. Benoit, W.L. & Klyukovski, A.A. (2006). A functional analysis of the 2004 Ukrainian debates. En: Argumentation, Vol. 20, p. 209-225. Berelson, B. R., Lazarsfeld, P. F., McPhee, W. N., & McPhee, W. N. (1954). Voting: A study of opinion formation in a presidential campaign. University of Chicago Press. Bordons, M., & Zulueta, M. . (1999). Evaluación de la actividad científica a través de indicadores bibliométricos. Revista Española de Cardiología, 52(10), 790–800. https://doi.org/https://doi.org/10.1016/S0300-8932(99)75008-6 Bouyssou, D., & Marchant, T. P. 801001379881 0000-0002-2893-2964. (2011). Bibliometric rankings of journals based on impact factors: an axiomatic approach. (2011) JOURNAL OF INFORMETRICS. Retrieved from http://lib.ugent.be/catalog/pug01:1101733 Brader, T. (2005). Striking a Responsive Chord: How Political Ads Motivate and Persuade Voters by Appealing to Emotions. American Journal of Political Science, 49(2), 388–405. https://doi.org/10.1111/j.0092-5853.2005.00130.x Brookes, B. C. (1969). Bradford’s law and the bibliography of science. Nature, 224(5223), 953. Cadavid, L., Awad, G., & Franco, C. (2012). A bibliometric analysis of a modeled field for disseminating innovation. Estudios Gerenciales (Vol. 28). Chaffee, S., & Choe, S. (1980). Time of Decision and Media Use During the Ford-Carter Campaign. Public Opinion Quarterly, 44(1), 53–69. https://doi.org/10.1086/268566 Cooper, H. (2015). Research synthesis and meta-analysis: A step-by-step approach (Vol. 2). Sage publications. Durieux, V., & Gevenois, P. A. (2010). Bibliometric Indicators: Quality Measurements of Scientific Publication. Radiology, 255(2), 342–351. https://doi.org/10.1148/radiol.09090626 Evarts, D., & Guido, H. S. (1974). Coverage of the 1972 Campaign by TV, News Magazines and Major Newspapers. Journalism Quarterly, 51(4), 645–648. https://doi.org/10.1177/107769907405100409 Fowler, E. F., Franz, M., & Ridout, T. N. (2015). Political Advertising in 2012. Dataset]. Version, 1. Fowler, E. F., & Ridout, T. N. (2009). Local television and newspaper coverage of political advertising. Political Communication, 26(2), 119–136. Franz, M. M., & Ridout, T. N. (2007). Does political advertising persuade? Political Behavior, 29(4), 465–491. Freedman, P., Franz, M., & Goldstein, K. (2004). Campaign advertising and democratic citizenship. American Journal of Political Science, 48(4), 723–741. Freedman, P., & M. Goldstein, K. (1999). Measuring Media Exposure and the Effects of Negative Campaign Ads. American Journal of Political Science (Vol. 43). https://doi.org/10.2307/2991823 Gerber, A., Gimpel, J., Green, D., & Shaw, D. (2011). How Large and Long-lasting Are the Persuasive Effects of Televised Campaign Ads? Results from a Randomized Field Experiment. American Political Science Review (Vol. 105). Goldstein, K., & Freedman, P. (2002). Campaign Advertising and Voter Turnout: New Evidence for a Stimulation Effect. The Journal of Politics, 64(3), 721–740. Retrieved from http://www.jstor.org/stable/1520110 Herman, E. S., & Chomsky, N. (2010). Manufacturing consent: The political economy of the mass media. Random House. Herrero, J. C. & Benoit, W. L. (2009). Análisis funcional de los debates en las elecciones generales de 2008. ZER: Revista de Estudios de Comunicación= Komunikazio Ikasketen Aldizkaria, 14(27). Facultad de Ciencias Sociales y de la Comunicación de la Universidad del País Vasco/Euskal Herriko Unibertsitatea. Kaid, L. (2002). Videostyle and political advertising effects in the 2000 presidential campaign. Westport, CT: Praeger. Kaid, L. & Postelnicu, M. (2005). Political Advertising in the 2004 Election: Comparison of Traditional Television and Internet Messages. American Behavioral Scientist, 49(2), 265–278. Recuperado de: https://doi.org/10.1177/0002764205279421 Kaid, L., & Bacha, C. (2006). Television advertising and democratic systems around the world: A comparison of videostyle content and effects (pp. 445–458). https://doi.org/10.4135/9781412973403.n27 Kumar, A., & Pathak, P. (2013). Political advertising in India: a perspective. Management Insight, 8(1). Larreguy, H. A., Snyder Jr, J. M., & Marshall, J. (2018). Leveling the playing field: How campaign advertising can help non-dominant parties. Journal of the European Economic Association, 16(6), 1812–1849. https://doi.org/10.1093/jeea/jvy001 Lotka, A. J. (1926). The frequency distribution of scientific productivity. Journal of the Washington Academy of Sciences, 16(12), 317–323. Low, M. B., & MacMillan, I. C. (1988). Entrepreneurship: Past Research and Future Challenges. Journal of Management, 14(2), 139–161. https://doi.org/10.1177/014920638801400202 Martens, C. D. P., Lacerda, F. M., Belfort, A. C., & Freitas, H. M. R. de. (2016). Research on entrepreneurial orientation: current status and future agenda. International Journal of Entrepreneurial Behaviour and Research, 22(4), 556–583. https://doi.org/10.1108/IJEBR-08-2015-0183 Matthes, J., & Schmuck, D. (2015). The Effects of Anti-Immigrant Right-Wing Populist Ads on Implicit and Explicit Attitudes: A Moderated Mediation Model. Communication Research, 44(4), 556–581. https://doi.org/10.1177/0093650215577859 Noyons, E. C. M., Moed, H. F., & Luwel, M. (1999). Combining mapping and citation analysis for evaluative bibliometric purposes: A bibliometric study. Journal of the American Society for Information Science, 50(2), 115–131. https://doi.org/10.1002/(SICI)1097-4571(1999)50:2<115::AID-ASI3>3.0.CO;2-J Okubo, Y. (1997). Bibliometric indicators and analysis of research systems. Pinkleton, B. E., Um, N.-H., & Austin, E. W. (2002). An exploration of the effects of negative political advertising on political decision making. Journal of Advertising, 31(1), 13–25. Pritchard, A. (1969). Statistical Bibliography or Bibliometrics? Journal of Documentation (Vol. 25). Rey-Martí, A., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2016). A bibliometric analysis of social entrepreneurship. Journal of Business Research, 69(5), 1651–1655. https://doi.org/10.1016/j.jbusres.2015.10.033 Sassmannshausen, S. P., & Volkmann, C. (2013). A bibliometric based review on social entrepreneurship and its establishment as a field of research. Schumpeter Discussion Papers. Schildt, H. A., Zahra, S. A., & Sillanpää, A. (2006). 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E., & Betancourt Guerrero, B. (2014). Análisis bibliométrico del campo de formación de emprendedores . Cuadernos de Administración (Universidad Del Valle) . scieloco . Williams, C. B., & Gulati, G. J. “Jeff. (2018). Digital Advertising Expenditures in the 2016 Presidential Election. Social Science Computer Review, 36(4), 406–421. https://doi.org/10.1177/0894439317726751info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.http://creativecommons.org/licenses/by-nc-nd/4.0https://revistas.usb.edu.co/index.php/GuillermoOckham/article/view/4574análisis bibliométricopublicidad políticamarketing políticobibliometric analysispolitical advertisingpolitical marketingInvestigación en publicidad política: un análisis bibliométricoInvestigación en publicidad política: un análisis bibliométricoArtículo de revistahttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1http://purl.org/coar/version/c_970fb48d4fbd8a85Textinfo:eu-repo/semantics/articleJournal articlehttp://purl.org/redcol/resource_type/ARTinfo:eu-repo/semantics/publishedVersionPublicationOREORE.xmltext/xml2625https://bibliotecadigital.usb.edu.co/bitstreams/4e0f1479-ac5b-4fd4-8785-059504ea68c1/downloadc042546c9f6031d623ce9b6dea34c7d5MD5110819/26293oai:bibliotecadigital.usb.edu.co:10819/262932025-07-31 12:13:27.2http://creativecommons.org/licenses/by-nc-nd/4.0https://bibliotecadigital.usb.edu.coRepositorio Institucional Universidad de San Buenaventura Colombiabdigital@metabiblioteca.com

Investigación en publicidad política: un análisis bibliométrico

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