AUTNES Content Analysis of Party Newspaper Ads 2017 (SUF edition)

Full edition for scientific use. The AUTNES dataset on party newspaper ads 2017 contains data on advertisements published in Austria's leading newspapers (Der Standard, Die Presse, Heute, Kleine Zeitung, Kronen Zeitung, Kurier, Österreich, Salzburger Nachrichten) within the last six weeks before the 2017 national election. The coding procedure applies the AUTNES relational approach of recording subjects, objects, and predicates for actors to newspaper ads. The subject is the organisation sponsoring the ad. There are two types of objects: issues and object actors. Issues are recorded by coders selecting from the AUTNES issue coding scheme the dominant issue of the ad. Regarding object actors, we distinguish between “friends” (any individual or organisation positively mentioned in the ad apart from the advertiser) and “opponents” (any individual or organisation negatively mentioned in the ad). Up to five friends and opponents were coded per ad, each with their name (if an individual is present), organisational affiliation and appearance on the ad or poster (text only, text and image, image only). In addition, we code whether the ads included testimonials and advertising for preference votes. Variables: type of advertising medium (newspaper ad); source (title of publication); date on 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 organisation (parties and ancillary oganisations) sponsoring the ad; organisations summarized into political parties; design; type of ad (classical ad, announcement); ad includes a testimonial; main issue in ad; actors: up to five ‘friends’ (any individual or organisation positively mentioned in the ad) and ‘opponents’ (any individual or organisation negatively mentioned in the ad) were coded: name of friend / opponent (individual or organisation) mentioned in the ad, presentation in the ad (text only, text and image, image only); 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.