The Role of Image-Makers in the Greek Political Scene

Abstract

The paper will address the role of image-makers (political consultants) in the Greek political scene. First, it is argued the growth of political consulting in Greece in the 1990s is intimately linked to the deregulation of the Greek TV scene. Second, the national elections of April 2000 will provide the context for documenting the crucial role that image-makers play in the development of image management strategy and techniques. The convergence of Greek campaigning with communication practices which have been developed and used in American elections renders support to the adaptation version of the “Americanization thesis.”     

Political Campaigning Environments in Latvia: From a Global to a Local Perspective

Political campaigning is a global phenomenon in the sense that the methods for achieving political goals are becoming similar all over the globe where elections are being used as a tool for the legitimation of a political elite. This article addresses the question of the extent to which the political campaigning environment in Latvia is influenced by global trends. Globalization in this case is viewed from the perspective of Latvia's geopolitical location between the West and Russia and a comparison of political campaigning practices in Western democracies and authoritarian Russia. What methods of political campaigning are more appropriate in Latvia, those such as used in old democracies or the authoritarian regime? At the same time, there are also considerable local peculiarities in every country that affect the strategic planning and implementation of political campaigns. Therefore, the second research question relates to the main areas that determine the specific framework of the political campaigning environment in Latvia. The results of the research reveal that the influence of both Western and Russian styles of political campaigning are detectable in Latvia, although the international effect is rather limited, because Latvia as a political campaigning environment is dominated by its own unique characteristics. The main aspects that determine the local framework of the political campaigning environment in Latvia are the media system, political parties, and political culture.     

Political Advertising in Greek Municipal and Prefecture Elections of 2002

Abstract

Since the restoration of democracy in 1974, Greek politics have undergone a serious transformation, exemplified by the increase in political participation that strongly affected political advertising at the national and local level. The major claim of the paper is that political campaigns in major cities in Greece are “modern” while in the periphery of the country political campaigning is based more upon direct forms of interpersonal relations. Our claim is based upon an examination of the role of political advertising in the major metropolitan city of Thessaloniki (around 1.000.000 inhabitants), and the semi-peripheral city of Kastoria (around 17.000 inhabitants), both situated in Northern Greece. The primary objective of this study is to establish a strong factual foundation that can be used by policy makers, opinion leaders, and citizens in order to understand the role of political advertising in national and municipal elections in Greece.     

Hurdles and Pathways to Regulatory Innovation in Digital Political Campaigning

Targeted online ads, algorithmic analytics tools, clickbait-y social media campaigns, big data voter databases—digital technologies have become a cornerstone of contemporary political campaigns in the United Kingdom. Candidates, party campaigners, and a multitude of other registered campaigners embrace digital campaigning for democratic engagement, mobilising voters and electioneering. Yet, in the wake of the Cambridge Analytica scandal, it has become clear that these technologies are vulnerable to abuse and deception. Pressing issues surrounding privacy, transparency, and human rights persist, and systems of electoral law have become ill-equipped to enforce good behaviour and compliance with the law. Drawing from empirical evidence ahead of the 2019 UK general election, this article examines systemic obstacles to regulatory innovation. The inquiry provides an analysis of key policy challenges affecting elections and democracy, and develops an analytical framework pathways to regulatory innovation in the digital domain across three dimensions: (1) Institutional structures; (2) organisational processes; and (3) regulatory functions. The article puts forward practical policy recommendations to promote regulatory innovation that is tech-savvy, evidence-based and future-proof.     

Political Marketing and Professionalized Campaigning

Abstract

During the last decade a number of scholars have argued that political campaigning has become professionalized, and that political marketing has become the new dominant campaign paradigm. However, the conceptual relationship between political marketing and the professionalization of political campaigning is unclear. Furthermore, the distinction between political marketing, market orientation, and marketing techniques is often blurred. At the same time, most of the literature is dominated by either an American or British perspective. This makes it unclear as to whether these concepts should be viewed as general concepts, or as concepts relevant primarily for countries that share some specific set of political institutions.

In this backdrop, the purpose of this article is to analyze (1) the conceptual relationship between political marketing, market orientation, marketing techniques, and professionalization of political campaigning, and (2) whether contemporary concepts of political marketing and the professionalization of political campaigning are equally applicable to all modern democracies regardless of, for example, political system and other country-specific factors. It also outlines a theory of strategic party goals for multiple arenas.     

Sub-National Election Campaigns: The Danish Local Elections of November 1989*

Electoral campaigning is studied almost without exception at the national level. This article has chosen another road, claiming that electoral campaigning can also be studied at the local election level. Campaigning before the Danish local elections of 21 November 1989 is studied. The design permits comparisons between the two levels (national/local) as well as between different units at the local level. It furthermore provides an opportunity for studying the influence of local party systems as well as local mass media on election campaigning. A substantial part of the article discusses the institutional frameworks surrounding electoral campaigning in the municipalities studied and in general. It is maintained that the electoral system, the mass media structure, and the (local) party system are important contextual factors or frameworks. Given this, it is argued that organization, past performance, and campaign focus as a mix of policy proposals and leader image are paramount in affecting the local election vote. The main conclusions are: local election campaigning differs from national election campaigning; local election campaigning matters, i.e. it has a direct effect on the vote; and the functions of local party organizations in connection with local elections and local performance make them less vulnerable to organizational decline, which most mass membership political parties are experiencing at the national level.     

Political marketing in Pakistan: exaggerated promises,delusive claims,marketable development projects and change advocacy

The present study discusses the intricacies of the political landscape in Pakistan and its compatibility with the modern political marketing theory. The election campaigns of the three largest political parties Pakistan Muslim League Nawaz, Pakistan People's Party, and Pakistan Tehreek‐e‐Insaf in the general elections 2013 were critically analyzed in the print media to comprehend the political marketing trends in Pakistan. It was found out that that the three parties largely employed mutually exclusive strategies in order to garner the support of the electorate. The success ratio of the political parties in the general elections 2013 signifies the importance of certain advertising appeals, advertising themes, and aggressively attacking the opponents. The study also questioned the veracity of the exaggerated and delusive claims made in the advertisements. The findings have implications not only for future electioneering in Pakistan, but also other countries with similar demographics and socioeconomic setups. Copyright © 2015 John Wiley & Sons, Ltd.     

Professionalization of Political Communication

Abstract

Americanization of Western European election campaigns has frequently been discussed, particularly in the media, but rarely defined. This article argues that the concept of professionalization better encompasses the process of change that can be observed in electoral communication. Professionalization is here regarded as a process by which the political actors adapt their strategies to changes in society and in the political system as well as to changes in the media system. The campaign of the German Social Democratic Party (SPD) for the 1998 Federal Election is here described as an example of professionalized electioneering.     

Mass Media Paradoxes in the Bulgarian Elections of 2001

ABSTRACT

Electoral year '01 marked another headway of the country along the road of its democratic development.

For the first time after 1989, the parliamentary elections (fifth in a row) were not held before their time, but after a normally completed cycle. The unproductive bipolar model of alternating the main political opponents was broken. A new and unusual player of royal blood emerged, who, without any firm structures, with little funds, and under the conditions of political and media hostility, won firmly the majority vote.

For the first time since the outset of transition, a representative of the Left qualified for the presidential post, which was the most articulate acknowledgement that the Left has changed and the most eloquent criticism of the former bearers of public confidence.

Both parliamentary and presidential elections '01 took part under the conditions of a free media system and after the advent of Internet into political campaigning, information, and analysis. Both campaigns and election returns, however, manifested grave professional problems in the domain of sociology and the media that failed to meet the principal requirement for unbiased information and predictability of developments and results. In this situation, the society manifested considerable civil advancement. The paradox of that electoral year was that both Par-Lilia Raycheva is affiliated with the Faculty of Journalism and Mass Communication, The St. Kliment Ohridsky Sofia University, Bulgaria. Parliament and President were elected contrary to sociological forecasts and attitudes.     

It's a Man's World?

Abstract

This study focuses on the role of gender in Internet campaigning. Empirically, the research is expanded beyond the United States by exploring candidate Web campaigning in the 2003 Finnish parliamentary elections. The results of the empirical analysis show that female candidates put up Web sites in a higher degree than their male counterparts. However, gender itself is not a significant factor for being online. Moreover, utilizing a matched-pairs design, the analysis suggests that male and female candidates take advantage of the new communication technology in a similar way and that female candidates do not build a distinct feminine candidate profile online.     

Selective Professionalisation of Political Campaigning: A Test of the Party-Centred Theory of Professionalised Campaigning in the Context of the 2006 Swedish Election

During the last few decades, political campaigns appear to have become increasingly professionalised. However, at present most of the evidence for the professionalisation of political campaigning comes from countries such as the United States and Britain, and there is less evidence with regard to countries with party-centred systems, proportional elections and multiple parties. Moreover, there is a noticeable lack of systematic and comparative research on the extent to which political campaigns have become professionalised. At present, the only theory of professionalised campaigning that has been operationalised to allow systematic comparisons is the party-centred theory of professionalised campaigning. However, so far it has only been applied once. Thus the usefulness and validity of the theory remains largely unclear. Against this background, the purpose of this study is to elaborate on the party-centred theory of professionalised campaigning, and to test this theory in the context of the 2006 Swedish election.     

Election type and the logic of pre-election violence: Evidence from Zimbabwe

Election violence is often conceptualized as a form of coercive campaigning, but the literature has not fully explored how electoral institutions shape incentives for competition and violence. We argue that the logic of subnational electoral competition – and with it incentives for violence – differs in presidential and legislative elections. In presidential elections, national-level considerations dominate incentives for violence. Presidential elections are usually decided by winning a majority of votes in a single, national district, incentivizing parties to demobilize voters with violence in strongholds. In contrast, election violence is subject to district-level incentives in legislative elections. District-level incentives imply that parties focus on winning the majority of districts, and therefore center violent campaigning on the most competitive districts. We test our argument with georeferenced, constituency-level data from Zimbabwe, a case that fits our scope conditions of holding competitive elections, violence by the incumbent, and majoritarian electoral rule. We find that most violence takes place in strongholds in presidential elections, especially in opposition strongholds. In contrast, competitive constituencies are targeted in legislative contests.     

Exploring the Consequences of Negative Political Advertising for Liberal Democracy

ABSTRACT

This paper explores existing thinking and research on the use of negative advertising strategies in political campaigning, and in particular examines their potential impact on liberal democracy. We ask what impacts negative forms of political communication may have on our system of government and democratic participation. Though political advertising makes up only a part of political discourse, an analysis of it is necessary given the increasing “marketisation” of political communication, coupled with concerns regarding the so called “democratic deficit.” In order to more truly evaluate its impact, the evidence pertaining to both the positive and detrimental consequences of employing negative ad strategies is examined. What emerges are some very real short-term benefits, some very real concerns over its use, and confusion over its “true” impact. Of particular note is the need for researchers and campaign managers to take a longer-term view of the potentially detrimental consequences of employing negative advertising strategies-to look beyond the short-term gains of winning elections and to consider the longer-term societal consequences of consistently employing advertising strategies characterised by the creation of doubt, fear, anxiety, violation and viciousness. We argue that the “winning” mentality of political ad campaigns needs to be balanced by a more “nurturing” orientation if the tenets of liberal democracy are to remain sustainable.     

Is Political Marketing New Words or New Practice in UK Politics?

ABSTRACT

This review of the literature on political marketing and the party most associated with it in the UK, New Labour, suggests that the relationship is not straightforward. Politicians are, for example, hesitant to use marketing language in public. The relationship is problema-tised along the three dimensions of: partial or total import into some or all of politics; functional or instrumental use by leading politicians, and the roles of transformer of politics, or transfer agent for techniques. The results suggest two responses. The first is more fieldwork into political marketing outside of electoral campaigning and inside policy making. The second is a reconceptualising of the relationship away from the transformation or transfer dimension, and towards political marketing as a methodology for understanding a very different, and very separate activity, namely politics.     

Candidates’ policy strategies in primary elections: does strategic voting by the primary electorate matter?

Empirical research reports conflicting conclusions about whether primary election voters strategically account for candidates’ general election prospects when casting their votes. We model the strategic calculations of office-seeking candidates facing two-stage elections beginning with a primary, and we compare candidates’ policy strategies in situations where primary voters strategically support the most viable general election candidate against candidate strategies when voters expressively support their preferred primary candidate regardless of electability. Our analyses—in which the candidates’ appeal is based on their policy positions and their campaigning skills—suggest a surprising conclusion: namely, that strategic and expressive primary voting typically support identical equilibrium configurations in candidate strategies. Our conclusions are relevant to candidates facing contested primaries, and also to political parties facing the strategic decision about whether or not to use primary elections to select their candidates—a common dilemma for Latin American (and some European) parties.     

Images of Labour

Abstract

This paper looks at the continuities and changes in the nature of election campaigns in Britain since 1900 by focusing on the way campaigning has changed and become more professional and marketing driven. The piece discusses the ramifications of these developments in relation to the Labour Party's ideological response to mass communication and the role now played by external media in the internal affairs of this organisation. The paper also seeks to assess how campaigns have historically developed in a country with an almost continuous, century long cycle of elections.     

The Childhood of an Approach

ABSTRACT

This paper aims to examine the possibility that a political marketing strategy might develop in the Italian political system context, characterized in the last decade by a profound “political earthquake.” After an analysis of the main features of Italian politics (party system, electoral laws, party organisations, campaign dynamics and actors), the authors seek to explore both constraints and opportunities of what they define as “reductionist” and “holistic” approaches to political marketing, drawing the conclusion that Italy is still living in a period of transition in which, however, a trend towards more “high-tech” and marketing-driven campaigning could be detected.     

YouTube: A Political Advertising Tool? A Case Study of the Use of YouTube in the Campaign for the European Parliament Elections 2009

Political campaigns are made to attract the attention from citizens. The beginning of its adaption is linked to the appearance of the social media and user-generated content. Since the number of users of social network sites in Europe constantly grows, 2009 was the first time that these websites were used in political marketing purposes for the European Parliament elections. This is an exploratory study of the nature and extent of video-based social media, studied through the content analysis of YouTube videos created for the electoral campaign for the 2009 European Parliament . ( 2009 ). European elections . Retrieved from http://www.europarl.europa.eu/elections2009/default.htm?language=en  [Google Scholar] European Parliament elections by 13 political parties from four EU states. Results have shown the specificities of political advertising on the YouTube, a raising interest in social media among citizens in Europe, and the development of this way of campaigning.     

'Ideal Types' of Referendum Behaviour

Referendums represent a special variant of political elections. Although it must be assumed that the behaviour of voting in referendums is determined by a range of factors identical to those that are operative in other contests, it can be asked to what extent referendum voting behaviour is sensitive to active campaigning on the part of political parties and organized groups. It may add to our understanding of referendums, therefore, to analyze them in terms of three 'ideal types': party-structured, group-structured, and unstructured contests. Illustrations taken from certain recent referendums support the argument that it is useful to consider the extent to which these ideal types are in evidence - alone or in combination - when explaining referendum voting behaviour.     

Individualised Constituency Campaigns in Mixed-Member Electoral Systems: Candidates in the 2005 German Elections

Constituency campaigns are important phenomena for students of political parties, voting behaviour as well as political communication. These research communities perceive constituency campaigns as parts of centralised high-tech campaigns aiming in strategic ways at the efficient mobilisation of voters. We propose in this paper an alternative understanding of constituency campaigns using the case of the German parliamentary elections in 2005 to empirically test this understanding. We perceive constituency campaigns as phenomena signalling a relative independence of individual candidates from the national party campaign. We label this phenomenon individualised campaigning. We argue that individualised campaigning is driven among others by electoral incentives. We test this hypothesis with regard to the German mixed-member electoral system and on the basis of a survey of all candidates standing for election in 2005.