AUTNES Content Analysis of Party Newspaper Ads and Campaign Posters 2013 (SUF edition)

Full edition for scientific use. 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 organisation 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 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 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. Variables: 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 organisation (parties and ancillary oganisations) sponsoring the ad / poster; organisations summarized into political parties; design; type 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 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 / 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.

供科研使用的完整版数据集。奥地利政党报纸广告与竞选海报数据集（AUTNES）涵盖2013年奥地利全国大选前18周内，15家奥地利日报与周报刊登的广告，以及全部竞选海报的相关数据。该数据集的编码流程采用AUTNES关联式编码范式，针对报纸广告与竞选海报中的行动者（actors），记录其主体、客体与谓词要素。其中主体为广告或海报的赞助机构。客体分为两类：议题与客体行动者。议题编码由编码人员从AUTNES议题编码体系中选取广告或海报的最多2项核心议题完成。针对客体行动者，本数据集将其划分为“盟友（friends）”与“对手（opponents）”两类：盟友指广告中除赞助方外被正面提及的个人或机构，对手则指广告中被负面提及的个人或机构。每则广告或海报最多可编码5名盟友与5名对手，每项需记录其姓名（若为个人）、所属机构，以及在广告或海报中的呈现形式（仅文字、文字加图片、仅图片）。此外，本数据集还对所有主体与客体行动者的人格特质与履职记录进行编码，同时记录广告或海报是否包含推荐证言，以及是否涉及偏好票宣传。变量说明如下：广告媒介类型（报纸广告、竞选海报）；来源：报纸广告样本的来源为刊登该广告的日报或周报名称；海报样本的来源为该海报设计的获取渠道；广告刊登日期；广告刊登周次；版面位置；广告所在版面页码；广告的横向与纵向尺寸（单位：厘米）；广告/海报赞助机构名称（含政党及其附属机构）；机构归并至所属政党；设计风格；广告/海报类型（常规广告、公告或伪软文）；广告/海报是否包含推荐证言；广告/海报提及的首要议题与次要议题；广告/海报包含的内容：赞助政党的承诺、赞助方履职经历提及、赞助方属性提及；行动者编码：最多编码5名“盟友”与5名“对手”，需记录的内容包括：广告中提及的盟友/对手姓名（个人或机构）、在广告/海报中的呈现形式（仅文字、文字加图片、仅图片）、广告/海报是否提及该盟友/对手的履职经历、是否提及该盟友/对手的相关属性（能力、领导力、人格特质、外在形象）；参与偏好票宣传的候选人姓名；参与偏好票宣传的候选人所属政党；广告/海报提及的前三个网站的URL；若有提及，则记录该广告/海报关联的Facebook主页名称；额外编码项：每个样本的唯一识别编号。