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Electoral campaigns

Learn why electoral campaigns are crucial in democracies, their evolution, professionalization, marketing phases, tools, candidate image, spots, negative campaigning, and their overall impact on elections.

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Electoral campaigns

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  1. Electoral campaigns GianpietroMazzoleni La comunicazionepolitica Chapter 7

  2. Why are electoral campaigns important? • Elections are essential in all democracies • All politics is concerned by permanent campaign

  3. The evolution of the electoral campaigns

  4. Different types of electoral campaign • Position campaign vs. conquest campaign • Party-centered vs. candidate-centered campaign

  5. What is ‘professionalization’? • Nationally coordinated campaigns • The creation of campaign units within parties and the use of consultants • The use of market intelligence • Communication focused on the media • Narrowcasting • The permanent campaign

  6. Why professionalization? • Professionalization is fueled by three conditions: • Political secularization (=end of ideology) • The growing availability of media resources • The professionalization of politics in general

  7. Phases of the marketing 1

  8. Phases of the marketing 2

  9. The main tool of the electoral marketingThe survey • Benchmarking, to assess the probability of entry • Tracking, a panel to assess the ups and downs of the public opinion along the campaign • Quick response, to assess the impact of a given event • Focus group, not a true survey …

  10. Other tools for the marketing • Traditional techniques • Interactive: canvassing, meetings • Unidirectional: press, leaflet, gadget • Audiovisual techniques • Direct use of the TV: spot • Indirect use of the TV: debates, talk show • New media • Microtargeting • Fundraising • Political consultants

  11. Candidates’ and leaders’ imagine • Launched vs. perceived image • Three dimensions of the image • Personal • Political • Performative

  12. What is a spot? • The spot is a: • Televised message • Lasting at most one minute • Assertive and unproblematic • Presenting an example • Simplifying political reality

  13. Negative campaigning • A candidate goes negative when he attacks the competitors rather than discuss his issue position • Is this strategy remunerative? It is not clear …

  14. Do campaigns matter? • Yes, they are the main tool for winning elections • Yes, they are quite important, disregarding how they are run • Yes, they matter, but only is they are run properly by professionals • No, they do not matter at all

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