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.     

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.     

The evolution of a campaign: tracking press coverage and party press releases through the 2001 UK General Election

• This paper builds upon a content analysis of all news articles that appeared in six national daily newspapers and of all national press releases issued by the three main political parties during the UK General Election 2001 campaign. The results were compared with data from two opinion polls conducted at the start and at the end of the campaign. Here, using the same basic data, we track the coverage of issues in party press releases and daily newspapers on a weekly basis to determine how the parties' priorities and press coverage evolved.
• The results show that the Labour and Liberal Democrat campaign strategies, in terms of relative issue priorities, did not change during the campaign. However, the Conservatives shifted their attention to the public priorities of Health and Education towards the end of the campaign. There is evidence that the Conservative emphasis on Europe and taxation earlier in the campaign may have influenced the volume of press coverage but did not appear to have affected relative party standings. The implications of these results for political marketers are considered.

Copyright © 2005 John Wiley & Sons, Ltd.     

Long-Term Performance of Political Parties

Abstract

Whilst politicians can “buy” votes in the short-term, most political parties are more interested in maintaining power over a period of years in order to implement their policies. This paper explores whether political parties can be considered to possess long-term competitive resources that sustain their competitive advantages. It employs the well-established strategic management concept of the Resource-Based View of strategy development for this purpose. Because such a concept has not previously been applied to political parties, the paper begins by considering the nature of the competition that exists between political parties and the role of resources in developing superior political performance. A series of theoretical propositions about why some parties maintain political power and influence for lengthy periods is then developed. We argue that the competitive resources of a political party such as its policies, leadership, organisational and communications skills require long-term investment and development, rejecting the notion that long-term electoral success is based primarily on the promises and resources deployed in the final election campaign.     

Television and party political dissent: intra‐party competition and the formation of news agendas

This paper re‐examines the formation of political news agendas on British television. It argues that studies of news agenda formation in political communication have been overly focused on general election campaigns and the competition between the main political parties to set the news agenda. It suggests that such studies see political parties as either homogeneous or focus exclusively on the activities of communication elites and therefore miss another important aspect of the modern political communication process. Using the British party conferences as a case study, this paper argues that in order to capture the complexities of agenda formation outside election periods, political parties have to be seen as heterogeneous organisations, consisting of various ‘claim‐makers’. News agendas in certain situations have to be understood as the product of intra‐party competition between the leadership and dissenting voices. While this competition is imperfect, favouring resource rich party elites, on certain newsworthy issues broadcasting professionals act as a counterweight to leadership resource advantages, and help shape the outcome of intra‐party competition. In conclusion the paper suggests that dissenting actors within political parties, when newsworthy, can make a substantial contribution to the formation of television news agendas despite the resistance of party leaderships. Taking account of the communicative activity of these actors and of news values will provide further insights into the formation of political news agendas between general elections. Copyright © 2001 Henry Stewart Publications     

Social media and political communication in the 2014 elections to the European Parliament

Social media play an increasingly important part in the communication strategies of political campaigns by reflecting information about the policy preferences and opinions of political actors and their public followers. In addition, the content of the messages provides rich information about the political issues and the framing of those issues during elections, such as whether contested issues concern Europe or rather extend pre-existing national debates. In this study, we survey the European landscape of social media using tweets originating from and referring to political actors during the 2014 European Parliament election campaign. We describe the language and national distribution of the messages, the relative volume of different types of communications, and the factors that determine the adoption and use of social media by the candidates. We also analyze the dynamics of the volume and content of the communications over the duration of the campaign with reference to both the EU integration dimension of the debate and the prominence of the most visible list-leading candidates. Our findings indicate that the lead candidates and their televised debate had a prominent influence on the volume and content of communications, and that the content and emotional tone of communications more reflects preferences along the EU dimension of political contestation rather than classic national issues relating to left-right differences.     

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.     

Defending popular sovereignty: discursive conflict in French and Swedish parliamentary debates on immigrant voting rights (1968-2017)

ABSTRACT

Through a discourse analysis of French and Swedish legislative debates from 1968 to 2017, this article examines how actors challenge and reinforce dominant ideas about the link between nationality and political rights. We argue that the broader political culture influences which discursive strategies – or ‘frames’ – are more likely to structure parliamentary debates in different national contexts. However, our analysis also shows that legislators sometimes develop new discursive frames in which they reinterpret dominant norms to make them consistent with their views. Through this incremental process of reinterpretation and reformulation of dominant ideas, debates over non-citizen voting rights have chipped away at the link between nationality and political rights. Our findings suggest that initiatives to enfranchise non-citizens trigger lower levels of conflict when they can be framed as a policy tool for immigrant integration rather than as a matter of popular sovereignty.     

The Ties that Bind? Intra-party Information Exchanges of German MPs in EU Multi-level Politics

As political authority is successively transferred from the national to the EU level, national parliaments are often considered to lose control over the domestic political agenda. Yet recent studies suggest that national parliaments cannot simply be labelled ‘losers’ of European integration. National parliaments have institutionally adapted to the EU in order to better scrutinise and control their governments in EU affairs. While existing research shows how parliaments employ their institutional opportunities to exercise scrutiny in the national arena, this paper suggests that MPs also employ informal strategies to obtain information on EU affairs to control and influence their governments. It argues that MPs primarily act through political parties, which are viewed here as multi-level organisations, and make use of their partisan ties to regional, transnational and supranational party actors to obtain information on EU issues. The article probes this argument by drawing on original data obtained through a survey of German MPs in 2009.     

Do parties respond? How electoral context influences party responsiveness

How responsive are political parties to the issue priorities of voters? While there are numerous studies that examine policy position congruence between parties and voters or government responsiveness, we know little about the extent to which parties adjust their policy priorities to the issue concerns of voters. Following saliency and issue ownership theory, we argue that political parties listen to their voters by emphasizing policy issues in their election manifestos that have been prioritized by citizens. However, in line with second-order election theory, we expect that issue responsiveness varies with the electoral context. To test our theoretical expectations, we generated a novel dataset that combines data on issue attention of political parties from the Comparative Manifesto and the Euromanifesto projects with data on policy priorities of voters from the European Election Studies, the Comparative Study of Electoral Systems and various national election studies. We empirically test our theoretical claims based on a comprehensive analysis of 104 parties from 17 countries competing in 84 national and European elections from 1986 to 2011. Our findings have important implications for political representation in Europe.     

How news content influences anti-immigration attitudes: Germany, 1993–2005

Immigration is an increasingly important political issue in Western democracies and a crucial question relates to the antecedents of public attitudes towards immigrants. It is generally acknowledged that information relayed through the mass media plays a role in the formation of anti-immigration attitudes. This study considers whether news coverage of immigrants and immigration issues relates to macro-level dynamics of anti-immigration attitudes. It further explores whether this relationship depends on variation in relevant real world contexts. The models simultaneously control for the effects of established contextual explanatory variables. Drawing on German monthly time-series data and on ARIMA time-series modeling techniques, it is shown that both the frequency and the tone of coverage of immigrant actors in the news significantly influence dynamics in anti-immigration attitudes. The strength of the effect of the news, however, depends on contextual variation in immigration levels and the number of asylum seekers. Implications of these findings are discussed in the light of the increasing success of extreme right parties and growing opposition to further European integration.     

Foreign aid and the politics of participation in economic policy reform

Research suggests that borrower ‘ownership’ of reforms is highly correlated with the success of reforms in developing countries. One of the most important components of ownership is the nature of public–private relations and consultation with interest groups. Yet participatory reform must overcome several political dilemmas, including problems of credibility, collective action, and distributive (in)justice. The characteristics of reforms also affect the possibilities for participation. Democratic governments interested in making policy reform more participatory and presumably more sustainable can draw on several strategies, including the selective use of incentives and compensation, public education and communications, capacity building in society, institutional mechanisms for consultation, and political sequencing of reforms. These strategies have implications for the foreign aid agencies who often fund reforms. They suggest that donors need to recognize the political rationality behind cross‐payments and spending to maintain important constituencies; that political sustainability may require reform sequences that are out of step with current orthodoxy; that policies ought to create winners before creating losers; that democratic consultation will require much more time in achieving consensus; and that outside actors need to refrain from intervening too directly in the political process by throwing their support behind particular interests. Copyright © 2000 John Wiley & Sons, Ltd.     

Across time and space: Explaining variation in news coverage of the European Union

News about the European Union (EU) looks different in different countries at different points in time. This study investigates explanations for cross‐national and over‐time variation in news media coverage of EU affairs drawing on large‐scale media content analyses of newspapers and television news in the EU‐15 (1999), EU‐25 (2004) and EU‐27 (2009) in relation to European Parliament (EP) elections. The analyses focus in particular on explanatory factors pertaining to media characteristics and the political elites. Results show that national elites play an important role for the coverage of EU matters during EP election campaigns. The more strongly national parties are divided about the EU in combination with overall more negative positions towards the EU, the more visible the news. Also, increases in EU news visibility from one election to the next and the Europeanness of the news are determined by a country's elite positions. The findings are discussed in light of the EU's alleged communication deficit.     

Less is more or the more the merrier? Analysing attitudes towards multiple-mandate holding among local officeholders

The practice of multiple-mandate holding is widespread across Europe. Critics argue that this practice contributes to a concentration of political power, a higher risk for conflicts of interest and damage to the public image of political actors. Advocates meanwhile claim that it provides clear benefits, such as local embeddedness of the national or regional political decision-making and a greater degree of professionalisation in politics. However, little is known about how political actors themselves look upon this practice. This especially in a context like Finland, where this practice is said to be embedded in the political culture and where another institutional level has recently been implemented, making it possible for political actors to simultaneously hold political mandates at the local-, regional- and national levels. This paper examines attitudes towards multiple-mandate holding among local political decision-makers using unique survey data gathered through a new online panel. The results suggest that councillors from a populist radical right party and those who perceive corruption and partial treatment as more common were the most negatively disposed towards this practice, while councillors from the traditionally strongest rural party were the most in favour.     

Electoral Success Versus Party Maintenance: National, State, and Local Party Contributions to Illinois Legislative Races

The need for political parties both to expand their legislativebase by winning elections and to maintain their organizationbetween elections is translated into two kinds of campaign contributionstrategies. Federalism affects how political parties choosebetween the two objectives and their related strategies. Contributionsto Illinois legislative races reveal that expansive strategiesaimed at candidates with reasonable chances of winning are mostprominently used by state organizations. Maintenance strategies,concerned with ensuring a continued party presence, are mostconsistently pursued by local parties. In general, except forthe national parties, differences between Democratic and Republicanorganizations are comparatively minor.     

The Continued Relevance of Local Parties in Representative Democracies

This article assesses the value of local parties. It asks why political parties value their local sections. It also considers the ways in which local parties can benefit society. Local parties act as a democratic training ground for party members, are a conduit for political communication and provide parties with a range of resources. They also act as problem solving agencies; they ensure that policy is responsive to local needs; they provide an additional channel of communication and accountability; and they link citizens with the state. The article ends with an appeal to party scholars to refocus their attention towards local parties.     

“Are You Thinking What We're Thinking?” Immigration,Multiculturalism and the Disavowal of Racism in the Run-up to the 2005 British General Election

The overt expression of racist discourse in the public realm is today—even in the case of far-right organizations like the British National Party—avoided at all costs. Yet approaches by competing political parties to the “populist” issue of asylum/immigration in the months preceding the 2005 General Election were clearly informed by negative ideas of racial difference.

This article sets out to describe the conceptual logic and rhetorical structures of political discourses of cultural pluralism underwritten by the spectre of racism. This “official multiculturalism” is in large part shared by mainstream political parties and national news media, and is predicated on the self-conscious disavowal of racism and racist intent, while simultaneously serving to attack or problematize the existence or behaviour of certain racialized groups, both within and without the nation.

I argue that such interventions increasingly circulate around definitions of legitimate cultural citizenship; that is, on ideas of civil society predicated on normative models of belonging to multicultural Britain. I will consider how the electoral campaigns of both Labour and Conservative parties were carefully constructed with a view to their reporting in the news media, and the extent to which such discourses of (multi)cultural citizenship publicly disavow—yet remain strongly marked by—exclusionary concepts of racialized difference.     

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.     

How to Translate ‘Good Governance’ into Tajik? An American Good Governance Fund and Norm Localisation in Tajikistan

ABSTRACT

This article analyses how international norms are transferred to aid-receiving countries and with what outcomes, when tensions exist between these norms and local realities. By taking a case study of an American-funded good governance project in Tajikistan, it investigates a multi-level and multi-actor process of norm localisation, looking at why and how different development agencies re-appropriate international norms. The article proposes to see a failed localisation from the point of view of donors, in a way that outcomes differ from their initial intentions, as a successful localisation from the point of view of local actors. The distortion of international norms indicates that local actors re-appropriated them in accordance with their biographies, personal views, and political opportunities and constraints of organisations which they represent.     

How European Integration Changes National Parties: Evidence from a 15-Country Study

This article examines the impact of European integration on the balance of power within national political parties. It does this by drawing on the results of a survey of key actors in up to 55 parties in the 15 pre-2004 enlargement member states. The analyses show that, when they are involved in EU-level decision-making, party elites are relatively powerful vis-à-vis their national parties and that in a number of instances their intra-party power has also increased over time. National parties have, to some extent, attempted to constrain their elites but appear to be fighting a losing battle. Although there are some minor differences by country and by party, the empowerment of party elites is a general phenomenon. This research provides an empirical dimension to the existing research on the Europeanisation of national political parties and presents an important substantiation of the widely discussed democratic deficit that exists within the EU system of governance.