Ο ΔΡΟΜΟΣ ΓΙΑ ΤΗ ΝΙΚΗ

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<ul><li> 1. , </li></ul><p> 2. Sheffield . 20 1990. , 1993, , . . , , . 2007 Social Media , . , , . 2008 The West Wing, , , , , . 3. 2 4 : 1 10 2 . bourbon, brandy 15 3 Lenin 19 4 Agenda Setting. ! 23 5 Clinton 26 6 , Pearl Harbor 30 7 Barack Obama 33 : 8 , 37 9 . 40 10 . 42 11 . ! 53 12 . Media! 64 13 Charlie Chaplin 66 14 69 15 71 16 . Daisy, 73 17 Opposition Research, 75 : 18 ! 79 10 811 4. . , 2001 . , , . . , , . , . . , . , , , . . . , , , , . . . . . . . . 900 , . , Pouqueville 1810. . , . . . , . . . . . . , . 2 5. . . , . . . , . . . . , , . , . , . , . . . , ; , . . . . . . . . . . . , . . , . . . , . . . , . . , , . . . . , , , . , . . . . , . , , , . 3 6. . Social Media : . , , . , , . , , . , . . ,, . ( , . , , . ) , , . . . . 1525 , . . . 1614 . , , . . . , . . ., . . . , , . ,. , .4 7. Bruce Newman Jagdish Sheth A Theory of Political Choice Behavior : , . . , , . . , , . . . . . . . , . . , , media . . . ( , , ,. . ) , . . , , , (.. 1990), . . , , . . , . , . , . , , ; ; , , . . . Social Media5 8. (, , ), , , , , . . . , . . . , . , , . . , . , . . , . media . . Social Media internet , . . Social Media 6 9. : . Focus Groups. 23 1985 John Major. . , 1983 . . , , . , . , , . . . . 40. Tony Blair, 80 90 . . Blair , . Thatcher. 1994 . . Thatcher . Major, Blair . 1997 . , , 1997. , Tony Blair . Things can only get .better D:Ream. , focus groups . . 1997 1997 focus group , 1997 . , Thatcher, . focus groups , Social Media7 10. : . Focus Groups. Blair: focus group. , . , Alastair Campell, 24 , 7 . : . . , . . , . Tony Blair . 1999 , . 2005 . . , Social Media 8 11. 12. 1 : ; ; Hitler 41, . HitlerCarl von Clausewitz , . . ., . Sun Tzu . . , Hitler . . . . best . seller . , , . , Sun Tzu , Stalin. Carl von Clausewitz. , , . , . 6 . Thomas Sweitzer , Campaigns and , Elections, . , 2 1943, . Friedrich Paulus . . . 6 . Friedrich . Paulus . . 10 13. Kerry . 2004 , robocalls. , , . , , . . . . . , . . , , . . . , , , : . , . . , . , , . , . . . . 2004 .. Kerry . . Kerry : , . . 1 11 14. . , Microtargeting . 2004 . , . : , ., , , , . , . , . , , . , , , , . , . . , , , . . , . . . ., , . . , , . . , case study . , focus :groups Functional Value , 1 12 15. , , , , , . . . . . - Conditional Value . . . , . , Emotional Value , . , , : , , , , , . . . Social Value , : : . . . . . . , , , , . , . ., . . . . Epistemic Value . , . ., . . , . , , : , . , . 1 13 16. . , , , , , , . 1 14 17. 2 . bourbon, brandy : Microtargeting , . , , . , , : . ; , ; ; , : (-).VALS (18- 24, 25-34, 35-44, 45-54, . 55 64, 65 ). ( : Values , (), Attitudes () ,, - ). Lifestyle ( microtargeting. micro- ). targeting (, , , , , , , , , . , , ). ( 500 , 500-1000 , 1001-1500 , 1501-1800 , 1800 ). , , . ( , , , ).15 18. Microtrends icrotargeting; , . microtargeting. . , . , , . , . VALS SRI Consulting Business Intelligence. To VALS , . . . . : , , , , . . . . . , , , , , , . , . , . . direct mail, , , , . . . . , . 2 . bourbon, brandy16 19. . , o : (, , , ,. ). , . , . door-to- . door . . . . . . 100% , . . . : . . , . , . . . , . . . . . , . , . , . . . , , ,. . , :, , , . 2 . bourbon, brandy17 20. bourbon, brandy. George Bush brandy . O 2001, 2004. , Karl Rove , 2004. . O FOX News Bush, , , . . microtargeting 32 Target Point National . Media . , microtargeting George Bush, . Terence R. McAuliffe lifestyle Washington Post: . . . microtargeting. . bourbon Coors . , Barack Obama Michigan, . 2008. 2 . bourbon, brandy18 21. 3 Lenin : , . Lenin , . , 1917 , , . Marx. , , . , . . , . , . , , . . . . word Tony Blair of mouth, , : . . 24 , , . , . , . .. . , . . . . , 19 22. . . (Functional, Conditional, Social, Emotional, Epistemic) , . . . . . . . . . , , MIKO. : (.. , ; ... ... , , , ), ; , (.. FORTE. , ), ; Metaxa. (.. ) , . (.. , . GOODYS. , , ). , ; ; . , . . , . . , , . . (positioning) , . 3 Lenin 20 23. 1981 . . 1981 : : . . : . Public Issue : . (30-12-2007) : . 36% .: . : . 1974. : . : . 1981, . , : . . , 1981 , . : , Functional Value: 1981 . . . , . . 53,4% , , . 42% . . , 1980 45% , , , . , 11,5% . (43,5% 12%) 1977. , 50,4% (44% 15%). , 33% , , , . (15% 1980, 28% 1981). , . Social Value: , . , . 3 Lenin 21 24. 1981 . . 84%, (91% 20-24 84,5% 25-34) . (76% , , 81% ). , . , , (78% 71% ). , . , .. Emotional Value: , , , , , . . Epistemic Value: , , , . 70 ( , , , , 21,9% ) . , (29,9%). . Conditional Value: . . : . , . , 1981 . . . , , . , . . . , 1981, . . 3 22 25. 4 Agenda Setting. ! : Agenda Setting ; Agenda Setting , , , , . , : , . . , , . , , , . , , . . , , . . . . , , , .. ., . , , . , . . , , . , , think tanks. : ,, . . 23 26. . , , . . , . Frank Luntz, , , , . . , 1/3 ,, . . , , . . 14 : 4 Agenda Setting. ! 24 27. 1992. ! 1992 Bush, George Bush . 1991. , . , . , . Clinton , . . ,, , . . Clinton . . . Bush . , Clinton . , Ross Pero, . Clinton Clinton . , . . . , , James . , Carville, , ! . . , . Bill Clinton. . 1992. 4Agenda Setting. !25 28. 5 Clinton : . . . . , . . . . , . . . . . , , . , . , . , , , , . . . . , social media. . . , 26 29. . ,, . . , . Barack Obama. . . 2008. . . , . . , . . ( ) , . , , . , , . . . , . . . . . . . , 5 Clinton 27 30. . , . . ,. , , Harry . Potter. . , Obama, . . . . , . . . . ; , . . . , . ( ) , . . . . . . , , . . . , , 5 Clinton28 31. The War Room. , Stefanopoulos , Clinton. James Carville , Bush. Bill . , . Hillary Clinton : . , , 7.00 7.00 , Carville, . War Room . 5 Clinton 29 32. 6 , Pearl Harbor : , . . . : , ... . . . 8 12 . . . . . , ., . Direct , 8-12 Mail . . . . . . . 30 33. , . . . ,: . , . . . ....</p>