AUTNES Content Analysis of Party Newspaper Ads and Campaign Posters 2013

Resource Type
Dataset : Survey and aggregate data
  • Müller, Wolfgang C. (Universität Wien)
  • Bodlos, Anita (Universität Wien)
  • Dolezal, Martin (Universität Wien)
  • Eder, Nikolaus (Universität Wien)
  • Ennser-Jedenastik, Laurenz (Universität Wien)
  • Kaltenegger, Matthias (Universität Wien)
  • Meyer, Thomas M. (Universität Wien)
  • Praprotnik, Katrin (Universität Wien)
  • Winkler, Anna Katharina (Universität Wien)
Other Title
  • Austrian National Election Study (Alternative Title)
Publication Date
  • Principal investigator (Data Collector)
  • ZA:
    • Political Parties, Organizations
    • Communication, Public Opinion, Media
  • CESSDA Topic Classification:
    • Mass media
    • Language and linguistics
    • Advertising
    • Government, political systems and organisation
    • Elections
  • Abstract

    The AUTNES dataset on party newspaper ads and campaign posters contains data on advertisements published in fifteen daily and weekly Austrian newspapers within the last 18 weeks before the 2013 national election as well as all campaign posters. The coding procedure applies the AUTNES relational approach of recording subjects, objects, and predicates for actors to newspaper ads and campaign posters. The subject is the organization sponsoring the ad or poster. There are two types of objects: issues and object actors. Issues are recorded by coders selecting from the AUTNES issue coding scheme up to two dominant issues of the ad or poster. Regarding object actors, we distinguish between “friends” (any individual or organization positively mentioned in the ad apart from the advertiser) and “opponents” (any individual or organization negatively mentioned in the ad). Up to five friends and opponents were coded per ad, each with their name (if an individual is present), organizational affiliation and appearance on the ad or poster (text only, text and image, image only). In addition, we code character traits and track records for all subject and object actors as well as whether the ads or posters included testimonials and advertising for preference votes. Topics: type of advertising medium (newspaper ad, campaign poster); source (title of publication - daily or weekly newspaper- for all observations, posters: source from which the designs were identified); date on which the ad was published; number of the week in which the ad was published; position; number of page that features the ad; horizontal and vertical size of the ad in centimeters; name of the organization (parties and ancillary oganisations) sponsoring the ad / poster; organizations summarized into political parties; design; typ of ad / poster (classical ad, announcement or pseudo-article); ad / poster includes a testimonial; main issue and second issue mentioned in ad / poster; ad / poster includes: a pledge by the advertising party, a reference to the advertiser’s track record, a reference to attributes of the advertiser; actors: up to five ‘friends’ (any individual or organization positively mentioned in the ad) and ‘opponents’ (any individual or organization negatively mentioned in the ad) were coded: name of friend / opponent (individual or organization) mentioned in the ad, presentation in the ad / poster (text only, text and image, image only), ad / poster includes a reference to friend’s / opponent’s track record, includes a reference to characteristics of friend or opponent (attributes: competence, leadership qualities, character, appearance); name of candidate advertising for a preference vote; party affiliation of candidate advertising for a preference vote; URL of first, second and third website mentioned; name of Facebook presence, if mentioned. Additionally coded was: individual identification number for each observation.
Temporal Coverage
  • 2013-05-21 / 2013-09-29
Geographic Coverage
  • Austria (AT)
Sampled Universe
Party newspaper ads and campaign posters from the Austrian National Election 2013
Sampling Procedure Comment: Total universe/Complete Enumeration
Collection Mode
  • Content Coding
Data and File Information
  • Number of Variables: 78
A - Data and documents are released for academic research and teaching.
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Alternative Identifiers
  • ZA5860 (Type: ZA-No.)
  • Is new version of
    DOI: 10.4232/1.12687

Update Metadata: 2021-04-07 | Issue Number: 17 | Registration Date: 2017-05-24