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.     

Negative Campaigning in a Multiparty System

Research in political campaigning in Scandinavian countries is inadequate, and research in negative campaigning is entirely non‐existent. A ‘negative campaign message’ is defined as an explicit critique of the political opponent. Applying this definition to the 2005 Danish election indicates that negative campaigning comprises a very limited aspect of the political campaigning in the course of this election. The opposition tends to employ negative tactics the most in their attempts to establish their political platform. The media provided extensive coverage to the few negative campaign messages, thus presenting a biased sense of the political campaign to the general public. This biased media coverage encourages parties to ‘go negative’ in their respective campaigns in the battle for media attention.     

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 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.     

Women on the Battleground: Does Gender Condition the Use of Negative Campaigning?

This article presents the findings of an explorative study examining to what extent and under which conditions gender influences the use of negative campaigning in Western Europe. It advances existing research in two ways. First, it is one of the few empirical examinations to date exploring gender differences in negative campaigning outside the US context. Second, it brings to bear novel data on this topic from British, Dutch and German parliamentary election campaigns between 1980 and 2006. In essence, this study explores whether we can find gender effects on the use of negative campaigning in Western Europe. These effects are less likely to be found in these three Western European countries than in the United States, because we expect smaller candidate effects in parliamentary systems than in presidential systems. The analysis suggests that female party leaders are significantly more likely to “go negative”. However, this difference between male and female party leaders is entirely due to the inclusion of Margaret Thatcher in the analysis. Without her, the difference disappears.     

Professionalised Campaigning in Latin America

Abstract

This paper analyses the process of democratisation within Latin American by focusing on the nature of election campaigning in the region. Particular attention is paid to developments in three former military dictatorships, which now regularly hold elections. The states are Argentina, Chile and Uruguay, and consideration is given to the insights and limitations of applying the “Americanisation” or modernisation thesis in studying their distinctive media and political cultures. The elections held in each state during 1999 are used as case studies. What emerges is a complex pattern in which candidates and parties have simultaneously adopted some of the professional forms of electioneering whilst retaining and valuing the more traditional and interpersonal electioneering techniques. Furthermore, it was pointed out that there were marked differences in politicians' approaches to campaigning both between as well as within the three different political systems.     

The Regulation of Third Party Campaigning in UK Elections

This article looks at the regulation of third parties in UK election law. During the 2019 general election campaign, media reports noted an increase in non-party organisations spending money on electoral advertisements on social media. Such advertisements raised a number of ethical questions, related to spending, transparency, and the content of the messages. Despite such recent concerns, third party electoral activity in the UK is not new, and the existing legal framework regulates campaign spending. That framework has its roots in Victorian-era election law and has been periodically updated. This article will look at the challenges in designing laws to regulate third party electoral activity, as a difficult line has to be drawn to ensure the laws are effective, while at the same time not imposing too many burdens on independent political activity. Moreover, the move to digital campaigning poses some further challenges, such as monitoring compliance by third party campaigners. While there are no simple solutions to some of the issues raised by third party electoral activity, this article will note some of the measures that could at least improve the transparency of such campaigning.     

The Electoral Impact of Constituency Campaigning in Britain, 1992–2001

Political parties maintain local organisations and recruit members mainly to fight elections. For most of the post-war period, however, the dominant view among analysts has been that constituency campaigning in British general elections has little or no effect on election outcomes. This view has been challenged over the last ten years or so. Evidence derived from post-election surveys of constituency election agents following the 1992, 1997 and 2001 general elections is used here to show that the intensity of constituency campaigning significantly affects turnout levels and, for Labour and the Liberal Democrats, levels of party support. There is also some evidence that Conservative campaigning affected constituency variations in the party's performance in 2001. The conclusions reached on the basis of aggregate-level analysis are supported by analysis of individual-level data derived from British Election Study surveys. The effects of campaigning are not large, but they are clear and significant – and sufficient to affect the numbers of seats won by the major parties. In the light of this, parties have good reasons to maintain healthy local organisations.     

Individualisierte Wahlkämpfe im Wahlkreis. Eine Analyse am Beispiel des Bundestagswahlkampfes von 2005

Constituency campaigns are an important subject matter for students of political parties, voting behavior and political communication. In all three fields, constituency campaigns are perceived as elements of centralized high-tech campaigns strategically targeting particular segments in electoral markets. In this paper, we propose an alternative understanding of local campaigns and use the case of the German Parliamentary Elections in 2005 to provide empirical evidence for this view. We analyze constituency campaigns from an actor-centred perspective, which assumes local campaigns to signal independence of individual candidates from their parties. We label this phenomenon individualized campaigning. We argue that individualized campaigning is, on the one hand, driven by changing electoral markets. On the other hand, we argue, however, that electoral incentives and particular types of electoral competitiveness foster individualized constituency campaigning. We test this latter 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.     

Taking Risks in Social Media Campaigning: The Early Adoption of Blogging by Candidates

This article concerns whether and how political candidates adopt social media in their election campaigns. For campaigns, the openness and interactivity of social media tools bring about risks in terms of losing control over the message. Departing from a cost‐benefit perspective, this study addresses the question as to whether certain groups of candidates – differing in incumbency status, party type, gender, generation and urbanization level of the constituency – are more prone to adopt and utilize new social media tools and practices. In order to study how candidates approach social media in an early stage when the benefits are uncertain and the risks are apparent, candidate blogging in the 2007 Finnish national elections is examined. The findings show that the candidates generally were not ready to pursue the full potential of blogs and thereby to accept the risks associated with this open, interactive and personalized way of campaigning. Rather, the candidates took a cautious approach by not engaging extensively in the social media features and practices. However, female candidates and candidates not representing major parties were more likely to utilize a broader range of social media features and practices. The study adds support to the claim that campaigns do not simply adopt and utilize novel social media tools with the purpose of being innovative; they assess risks, costs and benefits. Social media do not alter the basic need of campaigns to control the message and to avoid stress in the campaign organization.     

The relative electoral impact of central party co-ordination and size of party membership at constituency level

Over the past decade, clear evidence has been produced showing that effective constituency campaigning in British general elections can lead to better electoral performance. This evidence has challenged the received wisdom that only national campaigning is significant and that efforts at local level are meaningless rituals. Denver et al. have focused on the role of the national parties in strengthening local campaigns in target seats; Seyd and Whiteley, by contrast, have stressed the importance of local party membership. This article attempts to assess the relative electoral impact of national party co-ordination and constituency party membership and suggests that the impact of these two factors varies by party.     

MPs and web technologies: an untapped opportunity?

MPs have not previously been assigned a major role in electoral campaigning, being considered only one element of a political party's ‘marketing’ tools for winning votes. Evidence now suggests that the relationship between MPs and their constituents is changing. The concept of ‘constituency service’ implies that individual MPs can have a much greater influence on local voters and so possibly buck national trends. At the same time the concept of the ‘permanent campaign’ is transforming political campaigning whereby the political elite needs ever‐greater control of the tools used to provide messages to voters. The internet is a potential battleground between MPs who want greater control of their own local campaigning and the party elite who want to ensure a consistent, coherent and controlled message. The Internet is a new addition to the campaigning armoury, yet the focus so far has been on e‐government, e‐democracy and election campaigns. By concentrating on how and why MPs use their websites this paper considers whether MPs have fully understood and utilised this new medium. Key questions include whether their websites are ‘sticky’, interactive and a means of creating a targeted message. The findings of this detailed study of MPs' websites show that apart from a few pioneers, MPs have not progressed beyond using the Internet as ‘shovelware’ — the vast majority view their website as an electronic brochure and not a new form of two‐way communication. Copyright © 2003 Henry Stewart Publications     

Where you lead we will follow: a longitudinal study of strategic political communication in election campaigning

The ways in which election campaigns are planned, organized, and conducted have changed considerably during recent decades, and political parties constantly employ new ideas and practices in order to communicate as strategically and effectively as possible. The concept of strategic political communication refers to an organization's purposeful management of information and communication to achieve certain political goals. In this article, we focus on the role of the individual political party in developing election campaigning. The empirical material covers the 2002, 2006, and 2010 Swedish national election campaigns and illustrates how political parties lead and follow each other in the development of strategic political communication. By exploring party agency, this article contributes to the understanding of how ideas and practices of strategic political communication emerge and develop over time in election campaigning.     

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.     

Campaigning on an upper level? Individual campaigning in the 2009 European Parliament elections in its determinants

Election campaigns are not only party campaigns, but depend to a significant degree on the efforts and activities of individual candidates. While some country-specific analyses of candidate campaigning have been done, large-N comparative studies are missing. The 2009 European Election Candidate Study, conducted in all 27 EU countries, does allow for such a comparative analysis. On the basis of this data, the article takes a closer look at three core components of individual campaigns and their respective determinants: duration, intensity, and the use of different campaign tools. Our findings show that only a combination of factors on the individual, party, and country level is able to explain significant amounts of the observed variance in each of the core components.     

Negative Campaigning in Party-Controlled Communication Channels: Party Communication Strategies in Campaign Posters,Newspaper Advertisement,and Press Releases during the 2008 Austrian National Election Campaign

Politicians and people professionally involved in politics agree that negative campaigning is a frequently used campaign communication strategy by Austrian political parties. Yet, there is no empirical investigation of such claims. The present study examines party-controlled communication channels to identify the use of negative messaging strategies from a political actor's perspective. The data for this study come from a 6-week content analysis of campaign posters, newspaper advertisement and press releases of the 2008 Austrian National Elections. I examine the degree, source, target, and type of negativity. Results show that there are great differences in the degree and type of negativity between the three communication channels. Whereas in press releases all Austrian parties constantly engaged in going negative, campaign posters hardly contained any negative message. To a great extent negative campaign tactics are adjusted depending to whom the message is addressed to in the first place, the voter or the media. Concerning the source and target of negative appeals, results show that in particular, parties sitting in opposition employ negative campaigning. Yet, they are hardly ever the target of negative messages.     

Variability in Citizens’ Reactions to Different Types of Negative Campaigns

Do negative advertisements lower voters’ evaluations of the targeted candidate? We theorize that there is much to be gained by examining the variance in the content and tone of negative campaign messages and the variance in voters’ sensitivity to negative political rhetoric. We employ data from the 2006 Cooperative Congressional Election Study to investigate the impact of negative campaigning in U.S. Senate campaigns. We sampled 1,045 respondents in 21 of the 28 U.S. Senate races featuring a majority party incumbent and challenger. In addition to the survey data, we collected contextual data regarding the political advertisements aired during the campaigns and the news coverage of these campaigns in state newspapers. The evidence suggests that the impact of negative information is multifaceted, and under some circumstances, substantial. We find that uncivil and relevant negative messages are the most powerful, especially for people with less tolerance for negative political rhetoric.     

Public Attitudes to Gaelic and the Debate about Scottish Autonomy

Scotland seems to be a counter-example to general theories of the relationship between language and national identity or nationalism. These theories point to three components in the ideology of language and nation—that being able to speak the national language is necessary for full national membership, that the national language is a core part of the nation's culture, and that the future of national political autonomy and the future of the national language are connected with each other. In Scotland, it has appeared that language is not central to national membership or culture, and language campaigning has not been central to the political campaigns for autonomy. The article presents new evidence, from the 2012 Scottish Social Attitudes Survey, which questions these beliefs about the relationship between language and national identity or nationalism in Scotland.     

What really matters is which camp goes dirty: Differential effects of negative campaigning on turnout during Swiss federal ballots

Using individual data on Swiss federal ballots (VOX data) and an original dataset on the evolution and content of political campaigns, this article elucidates how negative campaigning influences individual turnout during Swiss federal ballots. It hypothesises that the effect of negativism on turnout depends on ‘which camp goes dirty’ and, specifically, on the direction of the political campaign (‘status quo’ versus ‘policy change’ campaigns). A series of multilevel models provide strong support for the hypotheses, by showing that high negativism in ‘status quo campaigns’ decreases individual turnout, whereas high negativism for ‘policy change campaigns’ increases it. It is argued here that this could depend on the emotional responses triggered by negativism in political campaigns.     

The Priorities of Materialist and Post-Materialist Values in the Nordic Countries - a Five-Nation Comparison

The present study takes the theory of post-materialism as a point of departure and compares the priorities of materialist and post-materialist values in the five Nordic countries (Denmark. Finland, Iceland, Norway and Sweden). The prevalence of political values in different countries is also examined, as is the relationship between materialist and post-materialist values and age, from the perspective of whether generational replacement will contribute to the spread of post-materialist values in the Nordic setting. Post-materialist values are given relatively strong emphasis in the Nordic countries because the mass publics are less concerned with economic security values than those in other Western democracies. The priorities of political values have remained relatively stable at the aggregate level from the late 1970s to 1987, although there has been a slight tendency for the mass publics to become more materialist. In all countries the post-war generations are more likely to support post-materialist values than the older generations. The correlations between age and political values have become somewhat smaller over the last 6–12 years.