Kandidatenorientierungen im Wahlkampf. Eine Analyse zu den Bundestagswahlkämpfen 1980–1998

This article analyses effects of German federal election campaigns on citizens’ orientations towards chancellor candidates. Three hypotheses are formulated; they refer to polarization, party politicization, and priming of candidate attitudes; additionally, it is argued that campaign context moderates the effects. The hypotheses are tested empirically using survey data conducted in the election campaigns 1980 to 1998. Empirically, campaign communication polarizes the perceptions of the chancellor candidates; additionally, the perceptions are brought into line with party preferences. Thirdly, priming effects are less common, but in some cases substantial candidate priming can be proved. Hence, election campaigns influence candidate orientations in Germany, and the effect varies according to the political context.