| Abstract: | 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. |
