AUTNES Content Analysis of Party Newspaper Ads and Campaign Posters 2013

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.

AUTNES政党报纸广告与竞选海报数据集包含2013年全国大选前最后18周内15家奥地利日报及周报刊登的广告数据，以及所有竞选海报数据。编码流程采用AUTNES关系型方法，针对报纸广告与竞选海报中的行动者记录主语、宾语及谓词。主语为赞助该广告或海报的组织。宾语分为两类：议题与客体行动者。议题由编码员从AUTNES议题编码方案中选取广告或海报的至多两个主导议题予以记录。针对客体行动者，我们区分‘友方’（广告中除广告主外被正面提及的个人或组织）与‘敌方’（广告中被负面提及的个人或组织）两类。每条广告至多编码5个友方与敌方，每个对象需记录其姓名（若为个人）、组织隶属关系及在广告或海报中的呈现形式（仅文本、文本与图像结合、仅图像）。此外，我们还对所有主语及客体行动者的性格特征与过往记录进行编码，同时记录广告或海报是否包含证言及偏好投票相关宣传内容。

主题：广告媒介类型（报纸广告、竞选海报）；来源（所有观测值的出版物名称——日报或周报；海报：设计来源）；广告发布日期；广告发布周数；位置；广告所在页码；广告的水平与垂直尺寸（单位：厘米）；赞助广告/海报的组织名称（政党及附属组织）；组织归总为政党；设计；广告/海报类型（经典广告、公告或伪文章）；广告/海报是否包含证言；广告/海报中提及的主要议题与次要议题；广告/海报是否包含：广告政党的承诺、对广告主过往记录的提及、对广告主属性的提及；行动者：至多编码5个‘友方’（广告中正面提及的个人或组织）与‘敌方’（广告中负面提及的个人或组织）：广告中提及的友方/敌方姓名（个人或组织）、在广告/海报中的呈现形式（仅文本、文本与图像结合、仅图像）、广告/海报是否提及友方/敌方的过往记录、是否提及友方/敌方的特征（属性：能力、领导素质、性格、外貌）；偏好投票宣传的候选人姓名；偏好投票宣传候选人的政党隶属关系；提及的第一、第二、第三个网站URL；若提及Facebook账号，则记录其名称。

此外还编码：每条观测值的唯一识别编号。