Pub Date : 2023-12-21DOI: 10.1080/15377857.2023.2294200
Émilie Foster
{"title":"Democratic Malaise: A Proposed Theoretical Conceptualization for Marketing Malaise","authors":"Émilie Foster","doi":"10.1080/15377857.2023.2294200","DOIUrl":"https://doi.org/10.1080/15377857.2023.2294200","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"63 33","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138950613","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-12DOI: 10.1080/15377857.2023.2254709
Maud Reveilhac
{"title":"The Influences of Political Strategies and Communication Styles on Political Candidates’ Online and Offline Visibility","authors":"Maud Reveilhac","doi":"10.1080/15377857.2023.2254709","DOIUrl":"https://doi.org/10.1080/15377857.2023.2254709","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135878937","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-07DOI: 10.1080/15377857.2023.2236966
Tom M. Holloway, Colin A. Hendrie
Following the Facebook-Cambridge Analytica scandal, the role that social media advertising can play in the outcomes of major elections is increasingly evident. While existing political advertising research has examined the influence of such adverts in contemporary election campaigns, there has been comparatively less research on the actual elements that make these adverts successful. The current study considers the extent to which different aspects of the political brand contribute to this success, particularly the use of the party leader as a heuristic device for voters and the strategic use of the “doppelgänger brand” phenomenon to undermine the opponent party’s campaign. By examining the adverts published on Facebook by the Conservative party and the Labour party in three key phases of the 2019 UK General Election, the importance of these two branding aspects in political social media advertising is investigated. The results show that the party that won the election, the Conservatives, made far greater use of both the leader heuristic and the doppelgänger brand phenomenon in their election adverts, and subtleties within the results reveal a novel finding for the use of the leader heuristic against the opponent party leader. The results are discussed in the context of election news coverage from 2019, and the ethical implications of treating deceptive campaigning techniques as successful are considered. The potential for the heuristics to be more powerful on alternative social media platforms with shorter-length content is also discussed as an avenue for future research to pursue.
{"title":"Follow the Leader: Examining the Use of Heuristics in Political Social Media Advertising During the 2019 UK General Election","authors":"Tom M. Holloway, Colin A. Hendrie","doi":"10.1080/15377857.2023.2236966","DOIUrl":"https://doi.org/10.1080/15377857.2023.2236966","url":null,"abstract":"Following the Facebook-Cambridge Analytica scandal, the role that social media advertising can play in the outcomes of major elections is increasingly evident. While existing political advertising research has examined the influence of such adverts in contemporary election campaigns, there has been comparatively less research on the actual elements that make these adverts successful. The current study considers the extent to which different aspects of the political brand contribute to this success, particularly the use of the party leader as a heuristic device for voters and the strategic use of the “doppelgänger brand” phenomenon to undermine the opponent party’s campaign. By examining the adverts published on Facebook by the Conservative party and the Labour party in three key phases of the 2019 UK General Election, the importance of these two branding aspects in political social media advertising is investigated. The results show that the party that won the election, the Conservatives, made far greater use of both the leader heuristic and the doppelgänger brand phenomenon in their election adverts, and subtleties within the results reveal a novel finding for the use of the leader heuristic against the opponent party leader. The results are discussed in the context of election news coverage from 2019, and the ethical implications of treating deceptive campaigning techniques as successful are considered. The potential for the heuristics to be more powerful on alternative social media platforms with shorter-length content is also discussed as an avenue for future research to pursue.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135998223","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-20DOI: 10.1080/15377857.2023.2221931
Ingrida Unikaitė-Jakuntavičienė
The article analyzes the extent to which the professionalization of Lithuanian political campaigns has changed over the last 30 years. To achieve this, the article employs two main methods. First, it reviews existing research on election campaign professionalization. Second, it presents the findings from a case study of Lithuanian political campaigns. The analysis draws on data from interviews with PR professionals and politicians conducted over the past two decades (46 interviews). The analysis also includes a data review of party spending in parliamentary campaigns. Through these methods, the analysis finds that both candidates and professional political consultants increasingly view political campaigns as important. Professional consultants play a significant role in campaign preparation and management in all parties, with major functions implemented by external campaign professionals being related to marketing strategies and communication management. Furthermore, contemporary Lithuanian political campaigns are often permanent and centralized, using a variety of marketing tools and instruments to research the electorate and prepare advertising campaigns and messages. The study concludes that Lithuanian election campaigns are gradually becoming more professionalized across all parties. However, the degree of professionalization varies depending on the financial and human resources available to specific party campaigns.
{"title":"Political Campaign Professionalization in Lithuanian Elections","authors":"Ingrida Unikaitė-Jakuntavičienė","doi":"10.1080/15377857.2023.2221931","DOIUrl":"https://doi.org/10.1080/15377857.2023.2221931","url":null,"abstract":"The article analyzes the extent to which the professionalization of Lithuanian political campaigns has changed over the last 30 years. To achieve this, the article employs two main methods. First, it reviews existing research on election campaign professionalization. Second, it presents the findings from a case study of Lithuanian political campaigns. The analysis draws on data from interviews with PR professionals and politicians conducted over the past two decades (46 interviews). The analysis also includes a data review of party spending in parliamentary campaigns. Through these methods, the analysis finds that both candidates and professional political consultants increasingly view political campaigns as important. Professional consultants play a significant role in campaign preparation and management in all parties, with major functions implemented by external campaign professionals being related to marketing strategies and communication management. Furthermore, contemporary Lithuanian political campaigns are often permanent and centralized, using a variety of marketing tools and instruments to research the electorate and prepare advertising campaigns and messages. The study concludes that Lithuanian election campaigns are gradually becoming more professionalized across all parties. However, the degree of professionalization varies depending on the financial and human resources available to specific party campaigns.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"64 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135139545","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-16DOI: 10.1080/15377857.2023.2221932
Mariusz Kolczyński, Marek Mazur
Abstract Previous studies on the professionalization of campaign communication concentrated on forms of communication, ignoring the important question of how election campaigns vary in terms of the content of their election messages. The article intends to partially fill this breach by dealing with the case of Poland’s parliamentary election campaigns in the years 2005–2019. Therefore, it not only describes the main groups of determinants (systemic, competitive, technological, and social) influencing the speed and direction of the process of professionalization in Poland but also attempts to verify the extent to which a party’s electoral messages include certain content that can be treated as manifestations and effects of professionalization. Based on an analysis of audiovisual political advertising during five parliamentary campaigns, the study shows the dominance of valence issues (comparing them to position issues) in spots and the presence of centralized personalization (but not beyond simple party labeling). No linear increase or decrease of trend intensity has been observed regarding the above issues during the five elections. While the overall occurrence of these phenomena remains stable in the campaigns under study (meaning a significant, usually predominant share of party spots in a given year), their intensity varies.
{"title":"Professionalization of Campaign Communication beyond Communication Forms. An Analysis of Poland’s Political Spots","authors":"Mariusz Kolczyński, Marek Mazur","doi":"10.1080/15377857.2023.2221932","DOIUrl":"https://doi.org/10.1080/15377857.2023.2221932","url":null,"abstract":"Abstract Previous studies on the professionalization of campaign communication concentrated on forms of communication, ignoring the important question of how election campaigns vary in terms of the content of their election messages. The article intends to partially fill this breach by dealing with the case of Poland’s parliamentary election campaigns in the years 2005–2019. Therefore, it not only describes the main groups of determinants (systemic, competitive, technological, and social) influencing the speed and direction of the process of professionalization in Poland but also attempts to verify the extent to which a party’s electoral messages include certain content that can be treated as manifestations and effects of professionalization. Based on an analysis of audiovisual political advertising during five parliamentary campaigns, the study shows the dominance of valence issues (comparing them to position issues) in spots and the presence of centralized personalization (but not beyond simple party labeling). No linear increase or decrease of trend intensity has been observed regarding the above issues during the five elections. While the overall occurrence of these phenomena remains stable in the campaigns under study (meaning a significant, usually predominant share of party spots in a given year), their intensity varies.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48180768","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-15DOI: 10.1080/15377857.2023.2221935
M. Bene, Márton Petrekanics, Mátyás Bene
Abstract The research examines political advertising on Facebook during the 2019 European and local election campaigns in Hungary. Previously, political advertising had been difficult to study due to a lack of publicly available data. However, since spring of 2019, information on political advertising on Facebook has been publicly accessible in European countries. The study collected all political ads during the two nationwide election campaigns in Hungary to map the political advertising sphere based on spending. The research tests theories regarding the political restructuring potential of social media, including the oppositional/democratizing role of social media, and the theses of normalization versus equalization. Additionally, the ad-specific thesis of ‘stealth media’ is tested, which argues that Facebook’s ad platform can be employed to circumvent campaign-related regulations. Our findings suggest that the opposition remarkably dominates the political Facebook advertising sphere in the present illiberal context. Beyond this fact, the normalization theory seems to prevail, and there is no evidence that ads are used to increase the personalization of politics. In Hungary, Facebook’s advertising platform is not a type of ‘stealth media’ as it is dominated by official political actors, but a few partisan media outlets were strongly involved in the advertising campaign.
{"title":"Facebook as a Political Marketing Tool in an Illiberal Context. Mapping Political Advertising Activity on Facebook during the 2019 Hungarian European Parliament and Local Election Campaigns","authors":"M. Bene, Márton Petrekanics, Mátyás Bene","doi":"10.1080/15377857.2023.2221935","DOIUrl":"https://doi.org/10.1080/15377857.2023.2221935","url":null,"abstract":"Abstract The research examines political advertising on Facebook during the 2019 European and local election campaigns in Hungary. Previously, political advertising had been difficult to study due to a lack of publicly available data. However, since spring of 2019, information on political advertising on Facebook has been publicly accessible in European countries. The study collected all political ads during the two nationwide election campaigns in Hungary to map the political advertising sphere based on spending. The research tests theories regarding the political restructuring potential of social media, including the oppositional/democratizing role of social media, and the theses of normalization versus equalization. Additionally, the ad-specific thesis of ‘stealth media’ is tested, which argues that Facebook’s ad platform can be employed to circumvent campaign-related regulations. Our findings suggest that the opposition remarkably dominates the political Facebook advertising sphere in the present illiberal context. Beyond this fact, the normalization theory seems to prevail, and there is no evidence that ads are used to increase the personalization of politics. In Hungary, Facebook’s advertising platform is not a type of ‘stealth media’ as it is dominated by official political actors, but a few partisan media outlets were strongly involved in the advertising campaign.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45840213","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-14DOI: 10.1080/15377857.2023.2221934
J. Ishiyama, M. Rybalko
Abstract In this paper we examine whether opposition parties, particularly the Communist Party of the Russian Federation (CPRF), can promote transition in the electoral authoritarian regime in Russia. We use the example of the National Action Party’s (PAN) evolution as an “official opposition” party in Mexico and discuss how its campaign strategy and party identity evolved. Using a framework derived from the political marketing literature on party branding and rebranding, we argue that the PAN successfully rebranded itself via the electoral opportunities afforded by structure of Mexican federalism, which ultimately led to the democratic transition in 1999. We then address the possibility of a similar evolution occurring in Russia, by examining how the CPRF altered its national campaign message between 2015–2018. Finally, we speculate whether local opposition victories will spark the kind of transition in Russia that occurred in other electoral authoritarian regimes, such as Mexico.
{"title":"A Rumbling from Below? Opposition Party Rebranding, Regional Elections, and Transforming the Regime in Russia","authors":"J. Ishiyama, M. Rybalko","doi":"10.1080/15377857.2023.2221934","DOIUrl":"https://doi.org/10.1080/15377857.2023.2221934","url":null,"abstract":"Abstract In this paper we examine whether opposition parties, particularly the Communist Party of the Russian Federation (CPRF), can promote transition in the electoral authoritarian regime in Russia. We use the example of the National Action Party’s (PAN) evolution as an “official opposition” party in Mexico and discuss how its campaign strategy and party identity evolved. Using a framework derived from the political marketing literature on party branding and rebranding, we argue that the PAN successfully rebranded itself via the electoral opportunities afforded by structure of Mexican federalism, which ultimately led to the democratic transition in 1999. We then address the possibility of a similar evolution occurring in Russia, by examining how the CPRF altered its national campaign message between 2015–2018. Finally, we speculate whether local opposition victories will spark the kind of transition in Russia that occurred in other electoral authoritarian regimes, such as Mexico.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47559315","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-12DOI: 10.1080/15377857.2023.2222683
Temple Uwalaka
{"title":"Evaluating Military Use of Social Media for Political Branding during Online Firestorms: An Analysis of the Afghan Troops Withdrawal","authors":"Temple Uwalaka","doi":"10.1080/15377857.2023.2222683","DOIUrl":"https://doi.org/10.1080/15377857.2023.2222683","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43797150","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-11DOI: 10.1080/15377857.2023.2221930
M. Gregor, Otto Eibl
{"title":"Professionalization and Democratic Backsliding? Political Campaigning in Central and Eastern Europe","authors":"M. Gregor, Otto Eibl","doi":"10.1080/15377857.2023.2221930","DOIUrl":"https://doi.org/10.1080/15377857.2023.2221930","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47418326","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-09DOI: 10.1080/15377857.2023.2221933
M. Grbeša, Berto Šalaj
Abstract In recent years, celebrity populism has become increasingly prevalent in politics worldwide. However, the relationship between populism and celebrity politics is not straightforward, and more research is needed to understand how these two concepts intersect. The authors of this paper argue that a more nuanced understanding of celebrity populism is necessary to identify and analyze its various forms. By analyzing the communication strategies of the three populist candidates in the 2019–2020 Croatian presidential election, this paper empirically investigates how celebrity populism manifests in practice. The authors use their proposed conceptualization to classify the candidates based on their use of populist and celebrity strategies. This allows for a more granular understanding of the different ways in which celebrity and populism can be combined in politics. The findings suggest that celebrity populism can take on different forms depending on the specific context and characteristics of the candidates. Moreover, the authors argue that celebrity populism is a strategy that can be effective in gaining popularity and mobilizing voters, particularly in countries where trust in political institutions is low.
{"title":"“Send in the Clowns”: The Rise of Celebrity Populism in Croatia and Its Implications for Political Marketing","authors":"M. Grbeša, Berto Šalaj","doi":"10.1080/15377857.2023.2221933","DOIUrl":"https://doi.org/10.1080/15377857.2023.2221933","url":null,"abstract":"Abstract In recent years, celebrity populism has become increasingly prevalent in politics worldwide. However, the relationship between populism and celebrity politics is not straightforward, and more research is needed to understand how these two concepts intersect. The authors of this paper argue that a more nuanced understanding of celebrity populism is necessary to identify and analyze its various forms. By analyzing the communication strategies of the three populist candidates in the 2019–2020 Croatian presidential election, this paper empirically investigates how celebrity populism manifests in practice. The authors use their proposed conceptualization to classify the candidates based on their use of populist and celebrity strategies. This allows for a more granular understanding of the different ways in which celebrity and populism can be combined in politics. The findings suggest that celebrity populism can take on different forms depending on the specific context and characteristics of the candidates. Moreover, the authors argue that celebrity populism is a strategy that can be effective in gaining popularity and mobilizing voters, particularly in countries where trust in political institutions is low.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44394060","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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