Spinning on the Conference Circuit

ABSTRACT

Making sure political parties receive comprehensive and favourable media coverage is a full-time activity that extends beyond the period of election campaigns. In the era of the permanent campaign the annual autumn conferences of the main British political parties represent a publicity opportunity. The undivided media coverage of these events provides a platform for the political parties to sell themselves and their policies to a national audience beyond the conference venue, but also presents considerable risks. To ensure that they successfully exploit this publicity opportunity the party managers, with the aid of communication experts, both control the conferences and implement media management strategies. This article examines how the parties have adapted their conferences to sell themselves and their policies. It highlights the public relations techniques that are employed to ensure that party policy gains the desired positive news coverage and that the coverage of potentially damaging events is minimized. It concludes by considering the impact this marketing driven logic has on the party conferences and their media coverage.     

Priming the Parish Pump

Abstract

In this article we argue that the almost exclusive focus of political communications research on national political actors and agencies has led to an inadequate understanding of the functioning, the relevance, and the influence of local political communications strategies. This paper seeks to redress this neglect through exploring political marketing strategies of national political actors and agencies which have implications for local political communications; and political marketing strategies of local political actors and agencies and their implications for local political communications, with specific reference to the local newspaper coverage of the local campaign in the 2001 UK General Election. Drawing on a unique and extensive analysis of local newspapers' election reporting, combined with detailed interviews with journalists, editors, politicians and their agents, we argue that news management strategies enacted at a local level were characterised by an exchange relationship in which, although parties traded information for editorial space, the local news media retained a dominant role. Thus, although parties were, to differing degrees, successful in securing coverage of their candidates and policies, this success was always achieved in the context of local newspapers setting the broader agenda.     

Leading or Following?

Abstract

While research exists on how political parties use political marketing instruments, there is a lack of emphasis on strategic marketing, especially with regard to theoretical frameworks of political marketing orientation. This can be seen as problematic in the development of political marketing research as a subdiscipline of marketing and political science. A concept is suggested that defines a party's orientation towards political marketing management using two crucial elements of strategic marketing theory regarding customer orientation: leading and following. Three generic types of political parties are characterised by their strategic postures using their stance on these two elements. The implications of strategic postures for the fulfilment of certain political marketing functions and organisational issues are briefly discussed. While traditional parties with a rigid content-based approach towards policy-making can be characterised as Convinced Ideologists, contemporary catch-all parties have moved towards being Tactical Populists.

Whilst both these postures are prone to being perceived as dogmatic or untrustworthy and fickle, a third posture, that of Relationship Builder, is proposed. This integrates leading and following, by using a relational approach towards marketing, as suggested in the evolving literature on strategic marketing and marketing orientation. This Relationship Builder stance constitutes a theoretical posture that needs to be clarified by empirical research in the political arena. Thus, to foster further empirical and theoretical research, several propositions have been derived in a process that is in line with the demands of theory-building and hypothesis-driven exploration as suggested for this comparatively new discipline of political marketing.     

Animalism: a nascent ideology? Exploring the ideas of animal advocacy parties

ABSTRACT

In recent years political parties advocating animal rights and animal interests have sprang up in several countries and seem to constitute a new party family. At first sight, they appear to be single-issue parties, but a closer look at their party programmes suggests that they are developing a new ideology based on the core concept of compassion and adjacent concepts of equality, intrinsic value and interdependence.     

Churches as Societal Veto Players: Religious Influence in Actor-Centred Theories of Policy-Making

The article argues that the study of western democracies benefits from a conceptualisation of Christian churches as societal veto players characterised by three features: their power, which depends on their potential for mobilisation; their preferences, which can be deduced from churches' official statements and which are often outside the political spectrum; and their coherence, which determines the size of their indifference curve. Conceptualised as societal veto players, churches can be included in actor-centred theories of policy-making. Particular attention should be paid to veto points, church–state relations and religious parties, as these are the features of the political system that affect churches' behaviours. A comparative study of churches' roles in stem-cell policies illustrates the use of the concept. The study shows that the Catholic Church is a ‘stronger’ veto player than protestant churches, but that this stronger role can have paradoxical effects on the resulting policies and the policy process.     

The Collapse: Economic Considerations in Vote Choice in Iceland

Abstract

This paper examines the consequences of the collapse of the Icelandic banking system in the fall of 2008 on voters' support for the political parties. The literature on economic voting has demonstrated that voters hold governments accountable for past economic outcomes, and such concerns should be especially salient in times of large-scale economic crisis such as that experienced by Iceland. In such cases, where the cause is more likely to be seen as the consequence of policies having to do with organization of the economy and, in particular the banking sector, rather than a consequence of short term economic management, the question of who voters hold accountable is of particular interest.     

New Labour

Abstract

This paper examines the use made by political parties of branding, as a means of establishing party values and winning political support. It looks in particular at the way in which political parties use communication to create, build and maintain political brands.

The paper involves an examination of the recent history of the British Labour Party. After a long period in the political wilderness, the party re-branded itself as “New Labour” in the mid-1990s, and-as New Labour-swept to power in a landslide election victory in 1997, under their new leader, Tony Blair.

Using media coverage and material written by some of the architects of New Labour, the paper will describe the creation of the “New Labour” brand, and look at how it was developed and used to generate political support. The paper will also consider the evolution and development of the brand, as the substance underlying the stated brand values has come to be questioned, not least by so-called “Old Labour” supporters of the party.

The paper will draw conclusions regarding the successful management of a political brand, pointing in particular at the need to ensure that the performance of a party espousing a particular brand supports and reinforces communicated brand values and the brand itself.     

Are Niche Parties Fundamentally Different from Mainstream Parties? The Causes and the Electoral Consequences of Western European Parties' Policy Shifts, 1976–1998

Do “niche” parties—such as Communist, Green, and extreme nationalist parties—adjust their policies in response to shifts in public opinion? Would such policy responsiveness enhance these parties' electoral support? We report the results of statistical analyses of the relationship between parties' policy positions, voters' policy preferences, and election outcomes in eight Western European democracies from 1976 to 1998 that suggest that the answer to both questions is no . Specifically, we find no evidence that niche parties responded to shifts in public opinion, while mainstream parties displayed consistent tendencies to respond to public opinion shifts. Furthermore, we find that in situations where niche parties moderated their policy positions they were systematically punished at the polls (a result consistent with the hypothesis that such parties represent extreme or noncentrist ideological clienteles), while mainstream parties did not pay similar electoral penalties. Our findings have important implications for political representation, for spatial models of elections, and for political parties' election strategies.     

Electoral Competition through Issue Selection

Politics must address multiple problems simultaneously. In an ideal world, political competition would force parties to adopt priorities that reflect the voters' true concerns. In reality, parties can run their campaigns in such a way as to manipulate voters' priorities. This phenomenon, known as priming, may allow parties to underinvest in solving the issues that they intend to mute. We develop a model of endogenous issue ownership in which two vote‐seeking parties (a) invest in policy quality to increase the value of their platform and (b) choose a communication strategy to prime voters. We identify novel feedback between communication and investment. In particular, we find that stronger priming effects can constrain parties to invest more resources in all issues. We also identify the conditions under which parties prefer to focus on their “historical issues” or to engage in “issue stealing.”     

Citizens,politicians, and party cartellization: Political representation and state failure in post-industrial democracies

Abstract. This paper critiques what can be interpreted as an application of the literature on state failure in current political economy and political science to the changing role of political parties in advanced post–industrial democracies, Katz and Mair's theory of cartel parties . It develops an alternative set of hypotheses about the dynamics of parties and party systems with the objective to clarify empirical terms according to which rival propositions can be tested. Specifically, the paper rejects three propositions in the theory of cartel parties and advances the following alternatives. First, party leaders are not divorced from their members and voting constituencies, but become ever more sensitive to their preferences. Second, inter–party cooperation generates a prisoner's dilemma in the competitive arena that ultimately prevents the emergence of cartels. Ideological convergence of rival parties has causes external to the competitive arena, not internal to it. Third, conventional parties cannot marginalize or coopt new challengers, but must adjust to their demands and electoral appeals. The age of cartel parties, if it ever existed, is not at its beginning, but its end.     

State transformation and the domestic politics of foreign aid in Taiwan

Abstract

This article challenges the dominant narrative that overlooks the role of domestic factors in Taiwanese foreign aid in favour of politics cast at the cross-Strait and international levels. It examines the emergence and effects of partisan politics on Taipei's foreign aid policies, including aid budgets and the motivation for providing foreign aid. It argues that, rather than the cross-Strait conflict as such, it was contests and rivalries among Taiwan's political parties and government agencies – underpinned by ongoing projects of state building – that shaped the variable objectives, policies and processes of Taipei's foreign aid-giving.     

Vested Interests

SUMMARY

Interest groups are key players in contemporary campaigns and elections. Along with candidates and political parties, interest groups invest heavily in attempting to influence the outcomes of electoral contests, including presidential races. While scholars have investigated the resource allocation strategies of presidential candidates, little is known about how interest groups distribute resources in presidential campaigns. This study examines spending on political advertising in the 2000 presidential election and compares interest groups' resource allocation decisions to those of the candidates' organizations and the national political parties. The findings reveal that, although interest groups are numerous, disconnected and geographically dispersed, these entities—in the aggregate—adopt allocation strategies similar to those of candidates and parties.     

Chinese and Japanese foreign policies towards central Asia from a comparative perspective

Abstract

This paper compares and analyses China’s and Japan’s foreign policies with regard to the newly emerging Central Asian (CA) states based on the role that each country attributes to that region, including political cooperation, economic interaction, security, public perception and mutual relevance. It demonstrates that in some respects, the interests of China and Japan in CA are similar, as exemplified by their focus on mineral resources and political stability. However, these countries differ in their approaches and strategies there: China is inclined to follow pragmatic approaches, whereas Japan’s policy is a mixture of idealistic and pragmatic perspectives.     

Civic activism and Korean democracy: the impact of blacklisting campaigns in the 2000 and 2004 general elections

Abstract

For the general elections in 2000 and 2004, civic groups in South Korea joined forces to stage the so-called ‘blacklisting campaign’ or ‘defeat campaign’ against allegedly corrupt, incompetent or anti-reform politicians. The campaigns not only played a significant role in thwarting many politicians from getting nominated or elected but also heralded a new era in Korean politics: civic groups have now emerged as a major political force, capable not only of challenging party policies and pending legislation but also taking on an agenda-setting prominence in a wide array of policy areas. In analyzing the success of NGO political activities in the 2000 and 2004 general elections, this paper draws on resource mobilization theory to show how the civic groups effectively utilized various resources, including leadership skills, communications and office facilities, and access to the mass media, to achieve their objective rather than relying simply on the spontaneous participation of voters. In comparing the efforts of civic groups in the two elections, the paper also explains the factors that made their endeavors relatively less successful in 2004 (e.g. a splintering of alliances among the civic groups). On the whole, the paper argues that the greater political involvement by civic groups is likely to lead to a more pluralistic, open and competitive form of democracy, and that the vibrant civic activism in Korea is an indication not only of maturing democracy but also a more secure entrenchment of civil society.     

Branding in Politics—Manifestations,Relevance and Identity-Oriented Management

ABSTRACT

In contrast to classical marketing, previous research on political marketing has barely considered the branding aspect. This is all the more surprising, given that on the one hand, political parties and their key representatives presumably fulfil the main criteria of an impact-oriented brand as a firmly anchored, consistent perceptual image in the minds of voters. On the other hand, there are many indicators that political brands are of considerable significance for voting decisions. In essence, the importance of brands for voting decisions on the part of the consumers derives from their branding functions, such as orientation aid in the form of an “information chunk” or risk-reduction function in the sense of a confidence surrogate. Based on the hypothesis that brand management thus constitutes a central challenge for the marketing of political parties, it is appropriate to investigate what approach seems best suited to managing political brands and how these should be formulated.     

The double-edged sword: the political appropriation of the concept of populism

ABSTRACT

The concept of populism has been in use in political debate for over a century. Because ‘populist’ is often used in a pejorative sense today, those to whom it is applied to tend to reject it. However, a closer look at the history of the concept reveals that while its meaning may fluctuate and even be dismissed as irrelevant, its use can become a political tool. This study of the use of ‘populism’ refrains from making value judgments on the actual populist nature of certain parties or political tendencies. Instead, it analyzes uses of the concept from a historical perspective. Special emphasis is placed on politicians who chose to define themselves as populist, or accept the label imposed by others, with particular focus on the Finns Party of Finland. Such self-identified populists draw their conceptions of populism from the ever-growing field of populism research, striving to appropriate and realize what scholars have only hypothetically described as a professed ideal. A closer look at the uses of populism as a political self-identity forces us to rethink its uses as a pejorative, or as an analytical, concept.     

The impact of EU intervention on political parties’ politicisation of Europe following the financial crisis

Abstract

This article examines the effect of the financial crisis and economic intervention by the European Union on political parties’ politicisation of the EU within national elections. Data from the Manifesto Project for elections between 2002 and 2017 in 12 Eurozone countries is used to assess how the crisis and intervention altered the saliency, position and clarity of parties’ EU policies. The analysis shows that the crisis only led to an increase in EU saliency in those states not subjected to intervention whilst intervention is actually associated with a decrease in the saliency of the EU. In terms of increasing Euroscepticism, intervention appears to exhibit a greater effect than the crisis although the results display marked asymmetry between different parties on the left and right. The same is observed to be the case for the level of blurring that parties are engaged in to mask their EU positions. The implications of the findings suggest that economic intervention within the EU has negatively impacted democracy in intervened-in member states by reducing the manoeuvrability of parties to provide voters with clear choices on the direction of European integration.     

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.     

Conversion,Acquiescence, or Delusion: The Contingent Nature of the Party-Voter Connection

Normative theories of representative government posit congruence of opinion between the electorate and their representatives. However, not all political issues are equally salient, and agreement is expected to be greater on relatively salient issues. This paper employs balance theory to describe mechanisms which may produce congruence of opinion between voters and parties when an issue increases rapidly in salience. Panel data on Norwegian opinion during the debate on European Union membership are used to determine whether opinion congruence resulted from persuasion by political parties or policy voting by the electorate. Policy voters are found to differ systematically from voters who were persuaded by parties. Finally, the characteristics of parties which determine their success in persuading voters or attracting policy voters are evaluated.     

Political Brand Equity Model: The Integration of Political Brands in Voter Choice

The voters’ choices about political parties have many similarities with how they make their choices about commercial brands. Therefore, political parties are now constantly applying the concept and strategies of brand management to make the political product attractive, appealable, trustable, differentiable, a source of long-term relationships, and a decision-making driver. Furthermore, the political parties have to play an active role in the community's political socialization processes, which rely heavily on branding strategies. Because, the party equity is largely based on the community's social gregariousness that has profound effect on the electorates' propensity to participate in the politics. This study has deeply explored and broadened the concept of party equity analogous to commercial brand equity typology by developing a politics-specific brand equity model. This model demonstrates the integration of political brands in voter choice. Empirically, this model has been validated by collecting 550 valid responses from the constituency of District Gujrat, Pakistan. A careful analysis of these responses through structural equation modeling methodology has revealed that political parties vary according to the outcomes of their role in the political socialization process of the communities, loyalty, and voters’ attitude. Parties that have favorable role in the socialization process have strong party knowledge and thus have high party equity as compared to competing political parties, which have a weak position of party knowledge. Similarly, this study provides the roadmap and guidelines for the political parties to manage their party equity. Similarly, the model would be able to facilitate political parties in comparing different constituencies on the basis of their diversified social dynamics and political knowledge and in the development of a constituency-based manifesto, also termed “localized manifesto,” to further enhance their vote bank.