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.     

How to Win Elections and Influence People

Abstract

In recent years electoral politics worldwide have become more firmly based on professional advice and labor. In developing democracies, the influx of advice and consultants from the West initially resulted in an “Americanization” of electoral techniques. As electoral systems have developed, the political consulting market in each country has evolved down a route more suited to the specifics of its electoral conditions. The present paper examines the development of political consulting in post-communist Russia. It places the electoral market in comparative context, looking at the scope, structure and activities of political consulting firms, and examining some of the controversies arising from the professionalization of politics in the country.     

Political Marketing Matters

ABSTRACT

The effects of political marketing are difficult to measure. This article contends that “multi-dimensional case analysis”-i.e., the comparison of similar elections across demographic levels and across time-can reliably assess the impact of political marketing on campaign outcomes. A multi-dimensional examination of Congressman Harold Ford Jr.'s sophomore surge demonstrates the potential impact of candidate positioning. Specifically, the congressman's shift to the center of his Memphis, Tennessee, constituency significantly enhanced his electoral performance. This substantive finding carries a methodological lesson: the evaluation of marketing effects is greatly improved through the use of a tightly structured research design that employs, not large-scale statistical analysis or controlled field experimentation, but in-depth, case-by-case investigation.     

Big expectations, small outcomes: The impact of leaders' personal appeal in the 2004 Greek election

The 2004 Greek election provides an interesting case study for examining the impact of party leaders on the vote. A change in governing party leadership a few months before polling day had two important implications. First, it generated a highly favourable context for the emergence of decisive leadership effects. Second, it made it feasible to grasp empirically how voters form their evaluations of new leaders. Regarding the first question, the findings indicate that even in the most favourable environment the impact of leadership evaluations on the overall electoral outcome is only slight. Regarding the second, it seems that the change of leader at the start of an election campaign can be a mixed blessing. Whereas it can help a party to divert media and public focus from other less favourable issues, the party pays a corresponding price when its new leader has to learn the job in the full glare of an election campaign.     

The Role of Marketing in Politics

ABSTRACT

Political marketing is an exciting new area. Research produced over the last decade has been pioneering in showing the applicability of marketing to politics. However, this article argues that the field now needs to move in a different direction if we are to reach political marketing's full potential. Political marketing needs a comprehensive approach: it can be applied not just to party-electoral behaviour but also legislatures, local government, the media, and public services, with both concepts and techniques from marketing, and an understanding from political science literature as well as management studies. The article, therefore, maps out the route to be taken to reach the end of the rainbow and the pot of gold that the political marketing field potentially offers.     

The Use of Indirection in Televised Political Debates

ABSTRACT

We examine the use of indirection in the three televised debates between George Bush and Al Gore during the 2000 American presidential race. Indirection is a discursive process that enables a speaker to perform a nonliteral “primary” speech act by performing a literal “secondary” speech act. Eight mechanisms of indirection are characterized and explained using examples from the debates. Their occurrence in the debates is also analyzed. The indirection used most often saw the speaker promising to perform an action by expressing his intention to do so. A comparison is made between the American debates and Canadian and Quebec debates. Also questioned is the persuasive effect of indirection in political communication and its potential for strategists and for future research in light of the presented results.     

Relationship Marketing and the Political Process

Abstract

This paper attempts to apply Relationship Marketing Theory to the political arena. Contrasts between traditional Management School of thought and the Relational School are drawn. A typology of political relationships is induced from primary ethnographic research. Relationships are a fundamental asset of an organisation. Political parties need to acknowledge the importance of nurturing and developing a variety of relationships as a long-term strategic imperative. Crucially, relationships are predictive of behaviour and are less likely to volatile swings (Gordon, 1998). With voter volatility and electoral inactivity increasing, enhancing and developing mutually beneficial relationships with supporters and potential supporters appears appealing. Relationships are fluid and dynamic rather than being static. Relationships can develop and become stronger or they may then erode and weaken. However, as long as the relationship remains above a critical threshold, transactions may continue. A critical incident may occur that causes specific behavioural changes that will affect the nature and level of electoral transactions. These critical incidents can be either positive or negative and may have an impact on relational development or erosion.     

The Weakness of Our Political Parties

Whatever else the 2008 presidential election may result in, we can be sure that it will only contribute further to the steadily declining role of political parties in American politics, and the myriad negative consequences arising from that decline.

The legacy of lethargy: How elections to the European Parliament depress turnout

Why has turnout in European Parliament (EP) elections remained so low, despite attempts to expand the Parliament’s powers? One possible answer is that because little is at stake in these second-order elections only those with an established habit of voting, acquired in previous national elections, can be counted on to vote. Others argue that low turnout is an indication of apathy or even scepticism towards Europe. This article conducts a critical test of the “little at stake” hypothesis by focusing on a testable implication: that turnout at these elections will be particularly low on the part of voters not yet socialized into habitual voting. This proposition is examined using both time-series cross-section analyses and a regression discontinuity design. Our findings show that EP elections depress turnout as they inculcate habits of non-voting, with long-term implications for political participation in EU member states.     

Theory and Concept Development in Political Marketing

Abstract

In this article we argue that the state of theory and concept development in political marketing needs to be related to several epistemological as well as topical themes and issues. Seven meta-theoretical issues are discussed with regard to current theoretical position of political marketing research and some initial recommendations are made on how these issues can be developed further. The second part of the article focuses on topical aspects of theory and concept development in political marketing and highlights nine themes for further research. These themes of political marketing are singled out because of their characteristics which show them to be significantly distinct from commercial marketing practice, and therefore need more careful modelling in concepts and theories of political marketing.     

Politically Significant Events and Their Effect on the Image of Political Parties

Abstract

This article begins by arguing that the image of a political party is of strategic importance in its pursuit of electoral success. More specifically, it is argued that important influences on party image are ‘politically relevant’ events. The paper then develops a conceptual model of how the images of political parties are influenced by such events. It considers internal and external factors that influence the power of a given event to affect party image. Next, the process of image transfer itself is discussed along with the factors that influence the way credit/ blame is apportioned from an event. Then, ways of dealing with ‘negative’ events are considered. The overall model is used to analyse a specific political event (the Iraq war) and assess its likely impact on party image. The article concludes by assessing the model's efficacy and limitations in analysing the case used and with events per se. Finally, future research ideas prompted by the paper are discussed.     

Political Communication and the Unexpected Outcome of the 2002 French Presidential Elections

ABSTRACT

The results of the first round of the 2002 French presidential election were a profound shock. Prime Minister Jospin did not make it to the final round run-off, beaten as he was by the far right candidate Jean-Marie Le Pen who claimed second place. This article argues that use (and misuse) of modern campaigning methods proved decisive to this outcome. Paradoxically, Jospin's overtly professional approach actually hindered him. His flawed strategy failed to target crucial voters, and assorted tactical decisions compounded this error. Nor did the media coverage and distorted public opinion polls help a beleaguered Jospin candidacy. In this election the cautious would be the main beneficiaries.     

Political Socialization in Context: The Effect of Political Competition on Youth Voter Turnout

Adolescence is an important time for political development. Researchers have concentrated on the family as the sole socializing agent of youths; however, as Campbell, Gimpel, and others have shown, political contexts also matter for young citizens. Using the National Education Longitudinal Study of 1988, the Record of American Democracy, and election outcomes data, I find that adolescents who resided in politically competitive locales or states have higher turnout years later compared to those who lived in uncompetitive contexts. These effects are not mediated by the home political environment and act through political socialization. This research adds to a growing literature on the influence of political contexts on political behavior and is the first to explore how political competition during adolescence influences voter turnout in young adulthood.

The Funding of Political Parties

Despite attempts over the last decade to bring an end to what has become an ‘arms race’ between political parties, party funding in the UK continues to defy resolution. Drawing on the experience of the committee charged by the last Labour administration to put party funding and electoral spending on a more sustainable footing, this article examines the issues and the main sticking points. It outlines the basis on which the negotiations were undertaken, and the main hurdles they sought to overcome. It highlights the disagreement between the parties on the definition of the central issue, the problems associated with the main funding sources for each of the parties, and the viability of state funding. It discusses why success proved elusive, but also why a solution is necessary, since in the absence of robust rules, parties and therefore the UK political system more broadly, are ‘a hostage to the next scandal’.     

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.     

Political Disagreement in Context: The Conditional Effect of Neighborhood Context, Disagreement and Political Talk on Electoral Participation

Despite scholarly interest in determining how exposure to disagreeable political ideas influences political participation, existing research supports few firm conclusions. This paper argues that these varied findings stem from an implicit model of contextual influence that fails to account for the indirect effect of aggregate social contexts. A model of contextual influence is outlined which implies that the neighborhood partisan context moderates the effect of political disagreement in social networks on campaign participation. The evidence shows that network disagreement demobilizes people who are the political minority in their neighborhood, but has no influence on people in the majority. When viewed together, these findings indicate that a person’s relationship to the broader political environment sets distinctive network processes in motion.

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.     

Western Political Science Theories and the Development of Political Theories in China

This article outlines the recent development of Chinese political studies spawned by the transformation of Chinese politics in the post-Mao era, with its focus mainly on contributions from the Chinese scholarship. After a close examination of the applicability of the western theories on the transforming politics in China, it reviews the indigenous methodologies, the theorizations on the Chinese Communist Party, the state-society relationship analysis, and research on the central-local relationship. Referring to the original works in different periods, the article generally portrays the indigenous contributions of the Chinese academia, and illustrates the essential connections between real politics and theoretical progress.