Investigación en publicidad política: un análisis bibliométrico
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Palabras clave

Análisis bibliométrico
Publicidad política
Marketing político

Cómo citar

Arango Espinal, E., Ceballos Molano, R., & Osorio Andrade, C. F. (2020). Investigación en publicidad política: un análisis bibliométrico. Revista Guillermo De Ockham, 18(2), 181–189. https://doi.org/10.21500/22563202.4574

Resumen

La publicidad política (PP) se ha configurado en un campo de alto interés para los científicos sociales a través del tiempo. El propósito de este documento es analizar la literatura desarrollada alrededor de la PP, identificando la tendencia de crecimiento en el tiempo, autores relevantes, regiones donde se ha estudiado mayoritariamente el concepto, características fundamentales de la PP 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 PP 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 al PP en impulsar candidatos y partidos, los efectos de los anuncios sobre el electorado y la influencia de la publicidad agresiva o negativa.

https://doi.org/10.21500/22563202.4574
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Citas

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