Análisis comparativo de la publicidad política en las elecciones de 2008 de Estados Unidos y España

Abstract

This paper carries out a comparative content analysis of American and Spanish political advertising, in order to ascertain thematic similarities and differences between commercials and videos published in YouTube during the 2008 presidential campaigns of both countries. Data indicate that, in both countries, most videos are candidate-centered. Differences however arise regarding the focus on negative advertising in both countries, as well as the issues used in American and Spanish ads. This research also indicates that the internet may be employed as a traditional advertising medium, despite Web 2.0's innovative potential.