Page 31 - English in Media Discourse

opponents, and policy proposals. Research has shown that
emotions such as being moved and anger play a significant
role in creating political support through advertisements 65.

2. Impact of Negative Advertising: Negative advertising, a
prominent feature of contemporary political campaigns, has
been shown to increase the extent to which citizens
remember the information to which they were exposed and
boost knowledge about political campaigns. It can also
create more thoughtful voters than positive ads and
influence citizens' perceptions 66.

3. Evolution of Advertising Mediums: Political advertising
has evolved with the advent of social media, allowing
candidates to directly convey their message to voters and
influence the political debate. Social media platforms have
become game-changers for political campaigns, enabling
candidates to reach audiences that may not have been
paying attention to the election through traditional
mediums 67.

4. Role of Storytelling: The use of narratives in political
campaigns has been examined for its cultural influence.
Storytelling is a powerful tool in shaping political discourse
and influencing public opinion. The cultural influence of
storytelling in political campaigns has been a subject of
academic inquiry 68.

5. Legal and Regulatory Control of Digital Campaigning:
The shift of expenditure to the online environment and
innovations in digital campaigning tools have exposed
tensions and gaps in the current legal and regulatory control
of electoral campaigning online. This has prompted a
reevaluation of the legal and regulatory framework to
address the challenges of digital campaigning 69.