The convergence of political and government advertising: theory versus practice
Source TitleMedia International Australia Incorporating Culture and Policy: quarterly journal of media research and resources
University of Melbourne Author/sYoung, Sally
AffiliationCulture And Communication
Document TypeJournal Article
CitationsYOUNG, S. (2006). The convergence of political and government advertising: theory versus practice. Media International Australia incorporating Culture and Policy, 119 (May), pp.99-111
Access StatusOpen Access
Pre-publication version reproduced with permission of the publishers.
Although they are sometimes confused, in theory, government and political advertising are separate and quite distinct. By convention, government advertising, paid for directly by taxpayers, is to be used only for necessary government information campaigns which are neutral in manner and not liable to be perceived as creating a partisan benefit for the ruling party. By contrast, political advertising occurs predominantly during elections, is paid for by political parties or candidates and is necessarily partisan, persuasive and usually highly emotive, in nature. However, in the past two decades, these distinctions have broken down. This paper explores the growing links between the two types of advertising at the federal level and concludes that there is a vast gap between the theory and reality of government advertising.
KeywordsCommunication and Media Studies; Australian Government and Politics; Understanding Political Systems; The Media
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