Pub Date : 2020-10-23DOI: 10.1080/15377857.2020.1832015
Í. Joathan, D. Lilleker
Abstract Permanent campaigning emerged as a concept in the 1970s in studies of US politics but is now recognized as a universal phenomenon. Despite its long history, there has been no attempt to build a holistic picture of the elements that constitute a permanent campaign. Generally, researchers focus on tactical elements, situating their use within an overall strategy, but there is a lack of a broader methodological framework for holistically measuring adherence to the permanent campaigning. This article presents results of a meta-analysis of relevant research to provide a framework to understand how permanent campaigning is practiced. Our study showed there were three reasonably discrete forms of campaigning activities that had been identified: those in which permanent campaign strategies are related to capacity building and strategy; a second, in which permanent campaigning relates to paid and owned media; and a third in which earned media is the main focus. In mapping these studies, we identify the common features of permanent campaigning, identifying strong and weak indicators and the extent these are employed by the government, parties, or elected representatives and within which political systems: parliamentarism or presidentialism. Our framework can be applied in future comparative research to understand trends in political communication.
{"title":"Permanent Campaigning: A Meta-Analysis and Framework for Measurement","authors":"Í. Joathan, D. Lilleker","doi":"10.1080/15377857.2020.1832015","DOIUrl":"https://doi.org/10.1080/15377857.2020.1832015","url":null,"abstract":"Abstract Permanent campaigning emerged as a concept in the 1970s in studies of US politics but is now recognized as a universal phenomenon. Despite its long history, there has been no attempt to build a holistic picture of the elements that constitute a permanent campaign. Generally, researchers focus on tactical elements, situating their use within an overall strategy, but there is a lack of a broader methodological framework for holistically measuring adherence to the permanent campaigning. This article presents results of a meta-analysis of relevant research to provide a framework to understand how permanent campaigning is practiced. Our study showed there were three reasonably discrete forms of campaigning activities that had been identified: those in which permanent campaign strategies are related to capacity building and strategy; a second, in which permanent campaigning relates to paid and owned media; and a third in which earned media is the main focus. In mapping these studies, we identify the common features of permanent campaigning, identifying strong and weak indicators and the extent these are employed by the government, parties, or elected representatives and within which political systems: parliamentarism or presidentialism. Our framework can be applied in future comparative research to understand trends in political communication.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"22 1","pages":"67 - 85"},"PeriodicalIF":1.2,"publicationDate":"2020-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2020.1832015","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41629885","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 : 2020-10-01DOI: 10.1080/15377857.2018.1429344
Adam Zelizer
This study evaluates the turnout effects of automated telephone calls placed to voters in advance of the 2016 Texas primary election. Voters in 23 state legislative districts were assigned to receive between zero and seven calls from an interest group encouraging them to vote in the election. Automated calls raise turnout, with turnout appearing to increase in the number of assigned calls. Results mirror those in previous studies that send increasing amounts of get-out-the-vote mail and find that turnout effects decline after five to six “touches” from a campaign.
{"title":"How Many Robocalls are too Many? Results from a Large-Scale Field Experiment","authors":"Adam Zelizer","doi":"10.1080/15377857.2018.1429344","DOIUrl":"https://doi.org/10.1080/15377857.2018.1429344","url":null,"abstract":"This study evaluates the turnout effects of automated telephone calls placed to voters in advance of the 2016 Texas primary election. Voters in 23 state legislative districts were assigned to receive between zero and seven calls from an interest group encouraging them to vote in the election. Automated calls raise turnout, with turnout appearing to increase in the number of assigned calls. Results mirror those in previous studies that send increasing amounts of get-out-the-vote mail and find that turnout effects decline after five to six “touches” from a campaign.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"19 1","pages":"405 - 413"},"PeriodicalIF":1.2,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2018.1429344","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46802001","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 : 2020-10-01DOI: 10.1080/15377857.2017.1330724
Robert P. Ormrod
Since the first publication of the conceptual model of political market orientation model has been used empirically to understand the behavior and attitudes of political party members towards stakeholders in various contexts. The results have provided only limited support for the constructs that represent orientations towards the various stakeholder groups. This has led to an evolution in the conceptualization of the stakeholders that are included in the PMO model across existing literature with the aim of addressing this problem; whilst the inclusion of voters, party members and competing parties have received a degree of support across empirical investigations, it has proved difficult to usefully conceptualize other stakeholder groups. The research aim of this paper is to integrate recent advances in the theoretical foundations of political marketing with conceptual model of PMO in order to propose a revised conceptualization of a political stakeholder orientation. This aim is motivated by a need to further develop the conceptual foundations of the political marketing research field. This paper discusses recent research into the nature of stakeholders in the political marketing context and of the nature of the political exchange of value as a series of three, linked interactions. We subsequently present and critique the stakeholder orientation constructs of the PMO model. Finally, we demonstrate how these recent advances in the political marketing literature necessitate the development of the PMO concept into a broader PSO concept, based on a stakeholder perspective on political marketing.
{"title":"From Markets to Stakeholders: Toward a Conceptual Model of Political Stakeholder Orientation","authors":"Robert P. Ormrod","doi":"10.1080/15377857.2017.1330724","DOIUrl":"https://doi.org/10.1080/15377857.2017.1330724","url":null,"abstract":"Since the first publication of the conceptual model of political market orientation model has been used empirically to understand the behavior and attitudes of political party members towards stakeholders in various contexts. The results have provided only limited support for the constructs that represent orientations towards the various stakeholder groups. This has led to an evolution in the conceptualization of the stakeholders that are included in the PMO model across existing literature with the aim of addressing this problem; whilst the inclusion of voters, party members and competing parties have received a degree of support across empirical investigations, it has proved difficult to usefully conceptualize other stakeholder groups. The research aim of this paper is to integrate recent advances in the theoretical foundations of political marketing with conceptual model of PMO in order to propose a revised conceptualization of a political stakeholder orientation. This aim is motivated by a need to further develop the conceptual foundations of the political marketing research field. This paper discusses recent research into the nature of stakeholders in the political marketing context and of the nature of the political exchange of value as a series of three, linked interactions. We subsequently present and critique the stakeholder orientation constructs of the PMO model. Finally, we demonstrate how these recent advances in the political marketing literature necessitate the development of the PMO concept into a broader PSO concept, based on a stakeholder perspective on political marketing.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"19 1","pages":"331 - 361"},"PeriodicalIF":1.2,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2017.1330724","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48483233","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 : 2020-10-01DOI: 10.1080/15377857.2017.1411860
Amy B. Becker
What happens when a politician responds through social media to critical humor, as in the case of Donald Trump’s hostile reactions toward Alec Baldwin’s appearances on Saturday Night Live (SNL)? Analysis of experimental data collected in December 2016 (N = 325) shows that viewing Trump’s Twitter response accusing SNL of media bias inoculates viewers against Baldwin’s anti-Trump satire that is present in the original skit. Moreover, viewing the SNL skit and an article detailing Trump’s continued Twitter engagement with the show over the course of the fall 2016 season encourages viewers to connect the anti-Trump SNL humor with Hillary Clinton and Tim Kaine, resulting in significantly lower favorability ratings for the Democratic opposition. The implications of the findings and their influence on strategic political communication are discussed.
{"title":"Trump Trumps Baldwin? How Trump’s Tweets Transform SNL into Trump’s Strategic Advantage","authors":"Amy B. Becker","doi":"10.1080/15377857.2017.1411860","DOIUrl":"https://doi.org/10.1080/15377857.2017.1411860","url":null,"abstract":"What happens when a politician responds through social media to critical humor, as in the case of Donald Trump’s hostile reactions toward Alec Baldwin’s appearances on Saturday Night Live (SNL)? Analysis of experimental data collected in December 2016 (N = 325) shows that viewing Trump’s Twitter response accusing SNL of media bias inoculates viewers against Baldwin’s anti-Trump satire that is present in the original skit. Moreover, viewing the SNL skit and an article detailing Trump’s continued Twitter engagement with the show over the course of the fall 2016 season encourages viewers to connect the anti-Trump SNL humor with Hillary Clinton and Tim Kaine, resulting in significantly lower favorability ratings for the Democratic opposition. The implications of the findings and their influence on strategic political communication are discussed.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"19 1","pages":"386 - 404"},"PeriodicalIF":1.2,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2017.1411860","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46344426","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 : 2020-10-01DOI: 10.1080/15377857.2020.1825271
C. Pich, G. Armannsdottir, Dianne Dean
Abstract How do you create and build a personal political brand? Personal branding can enable individuals to self-commodify and formulate distinct identities created from both tangible and intangible characteristics. However, there is little insight into how individuals create and manage their personal brand identities. This paper contributes to this lacuna in the literature and focusses on personal political branding. Contextualized in the British Crown Dependence of Guernsey; the island community has no political parties and Parliamentarians [deputies] stand as independent candidates. Deputies construct their own personal brand with the aim of resonating with their constituents often with limited resources and without the ‘political machine’ found in party-systems. Therefore, this study examines the deputies’ strategies to create, build and communicate their brands in a nonparty system. Findings indicate that Guernsey’s politicians created their desired identities around key components including legacy, heritage and experience, personality characteristics opposed to focused policies, personal values and acknowledged that brand building was a continuous process of maintaining presence, and communicating personal aspirations. Therefore, Guernsey’s politicians formulated their personal political brand identities without the mechanisms of a party system. This paper extends the personal branding literature demonstrating the challenging process of formulating and managing personal political brands in a competitive environment and presents a Personal Brand Identity framework, a strategic tool to evaluate and refine desired identities within and beyond the setting of politics.
{"title":"Exploring the Process of Creating and Managing Personal Political Brand Identities in Nonparty Environments: The Case of the Bailiwick of Guernsey","authors":"C. Pich, G. Armannsdottir, Dianne Dean","doi":"10.1080/15377857.2020.1825271","DOIUrl":"https://doi.org/10.1080/15377857.2020.1825271","url":null,"abstract":"Abstract How do you create and build a personal political brand? Personal branding can enable individuals to self-commodify and formulate distinct identities created from both tangible and intangible characteristics. However, there is little insight into how individuals create and manage their personal brand identities. This paper contributes to this lacuna in the literature and focusses on personal political branding. Contextualized in the British Crown Dependence of Guernsey; the island community has no political parties and Parliamentarians [deputies] stand as independent candidates. Deputies construct their own personal brand with the aim of resonating with their constituents often with limited resources and without the ‘political machine’ found in party-systems. Therefore, this study examines the deputies’ strategies to create, build and communicate their brands in a nonparty system. Findings indicate that Guernsey’s politicians created their desired identities around key components including legacy, heritage and experience, personality characteristics opposed to focused policies, personal values and acknowledged that brand building was a continuous process of maintaining presence, and communicating personal aspirations. Therefore, Guernsey’s politicians formulated their personal political brand identities without the mechanisms of a party system. This paper extends the personal branding literature demonstrating the challenging process of formulating and managing personal political brands in a competitive environment and presents a Personal Brand Identity framework, a strategic tool to evaluate and refine desired identities within and beyond the setting of politics.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"19 1","pages":"414 - 434"},"PeriodicalIF":1.2,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2020.1825271","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48230364","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 : 2020-10-01DOI: 10.1080/15377857.2017.1407386
J. Burgess, W. Spinks, B. Sharma
This study applies the concepts of brand resonance and brand transgression to the brand management of a political leader and, for the first time, proposes a framework linking these two concepts. Qualitative analysis was used to examine the case of Kevin Rudd, a former, once popular, Australian Prime Minister (2007–2010, 2013), and found that Rudd’s brand resonance was harmed as a result of a brand transgression. Specifically, a thematic analysis and semistructured interviews indicated that Rudd supporters’ behavioral loyalty, sense of community, and active engagement declined. This study provides support for the proposed framework and a base for future research in this area.
{"title":"The Effect of a Brand Transgression on a Politician’s Brand Resonance: The Case of Kevin Rudd","authors":"J. Burgess, W. Spinks, B. Sharma","doi":"10.1080/15377857.2017.1407386","DOIUrl":"https://doi.org/10.1080/15377857.2017.1407386","url":null,"abstract":"This study applies the concepts of brand resonance and brand transgression to the brand management of a political leader and, for the first time, proposes a framework linking these two concepts. Qualitative analysis was used to examine the case of Kevin Rudd, a former, once popular, Australian Prime Minister (2007–2010, 2013), and found that Rudd’s brand resonance was harmed as a result of a brand transgression. Specifically, a thematic analysis and semistructured interviews indicated that Rudd supporters’ behavioral loyalty, sense of community, and active engagement declined. This study provides support for the proposed framework and a base for future research in this area.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"19 1","pages":"362 - 385"},"PeriodicalIF":1.2,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2017.1407386","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44182751","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 : 2020-09-30DOI: 10.1080/15377857.2020.1823933
Subhojit Sengupta, S. Mukherjee, Charles Jebarajakirthy
Abstract The purpose of this study is to understand the factors driving the BOP community’s voting decisions. This study used a qualitative phenomenological approach, conducting 32 interviews with BOP voters in two areas: Kharagpur and Kolkata, in West Bengal, India. The findings showed some political parties and politicians powerfully operate in BOP areas and dominate BOP people through information persuasion, benefits and coercion. Hence, BOP people in those areas vote for them. Social ties and capital and social identity resulting from the sense of belongingness with local politicians also drive their voting decisions. This study contributes to political marketing literature, particularly in the BOP context. These results will assist public policy makers.
{"title":"Voting Decision-Making at the Bottom of the Pyramid- A Phenomenological Approach","authors":"Subhojit Sengupta, S. Mukherjee, Charles Jebarajakirthy","doi":"10.1080/15377857.2020.1823933","DOIUrl":"https://doi.org/10.1080/15377857.2020.1823933","url":null,"abstract":"Abstract The purpose of this study is to understand the factors driving the BOP community’s voting decisions. This study used a qualitative phenomenological approach, conducting 32 interviews with BOP voters in two areas: Kharagpur and Kolkata, in West Bengal, India. The findings showed some political parties and politicians powerfully operate in BOP areas and dominate BOP people through information persuasion, benefits and coercion. Hence, BOP people in those areas vote for them. Social ties and capital and social identity resulting from the sense of belongingness with local politicians also drive their voting decisions. This study contributes to political marketing literature, particularly in the BOP context. These results will assist public policy makers.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"22 1","pages":"34 - 66"},"PeriodicalIF":1.2,"publicationDate":"2020-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2020.1823933","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48853829","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 : 2020-09-30DOI: 10.1080/15377857.2020.1823932
Mohd Danish Kirmani, Faiz Hasan, A. Haque
Abstract The primary aim of the present study was to propose a scale comprising factors that sensitize voters toward the political system and stimulate them for an active participation in the election process. More specifically, the study aimed to propose a scale for measuring political sensitivity of young Indian voters. For this purpose, the data was generated from the users of internet who fall in the age bracket of 18–29 years. The generated data was analyzed employing the statistical techniques such as exploratory factor analyses (EFA) and confirmatory factor analyses (CFA). Based on the study findings, a 9-item scale comprising three factors economic considerations, social considerations and perceived risk was proposed to capture political sensitivity of young Indian voters. This scale was named as Political Sensitivity Measurement (PSM). One interesting observation of the study was that the religious and caste consideration of young Indian voters was not important for motivating them for an active political participation. The study is pioneering in the sense that it initiates efforts for comprehensive analyses of the factors that inspire young Indian voters to participate in the election process. PSM will greatly help the academicians and researchers for an improved understanding of the Indian voters. The scale would also assist politicians in developing appropriate strategies.
{"title":"Scale for Measuring Political Sensitivity: An Empirical Investigation on Young Indian Voters","authors":"Mohd Danish Kirmani, Faiz Hasan, A. Haque","doi":"10.1080/15377857.2020.1823932","DOIUrl":"https://doi.org/10.1080/15377857.2020.1823932","url":null,"abstract":"Abstract The primary aim of the present study was to propose a scale comprising factors that sensitize voters toward the political system and stimulate them for an active participation in the election process. More specifically, the study aimed to propose a scale for measuring political sensitivity of young Indian voters. For this purpose, the data was generated from the users of internet who fall in the age bracket of 18–29 years. The generated data was analyzed employing the statistical techniques such as exploratory factor analyses (EFA) and confirmatory factor analyses (CFA). Based on the study findings, a 9-item scale comprising three factors economic considerations, social considerations and perceived risk was proposed to capture political sensitivity of young Indian voters. This scale was named as Political Sensitivity Measurement (PSM). One interesting observation of the study was that the religious and caste consideration of young Indian voters was not important for motivating them for an active political participation. The study is pioneering in the sense that it initiates efforts for comprehensive analyses of the factors that inspire young Indian voters to participate in the election process. PSM will greatly help the academicians and researchers for an improved understanding of the Indian voters. The scale would also assist politicians in developing appropriate strategies.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"22 1","pages":"14 - 33"},"PeriodicalIF":1.2,"publicationDate":"2020-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2020.1823932","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48492000","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 : 2020-07-08DOI: 10.1080/15377857.2020.1790470
Vagia Mochla, George Tsourvakas
Abstract The present research investigates the quality dimensions of the Greek Parliaments’ political parties’ websites in an off-campaign period, one year before the legislative elections 2019. The hypotheses are based on political marketing background theory with emphasis on variables from different e-service quality models and effective web-design dimensions. The authors use a sample of 400 voters to make the survey. Respectively, the useful content and esthetic design were the most significant dimensions of the voters’ perception about the political websites’ quality. Theoretical discussion and managerial implications on how to organize the political websites’ services to attract more voters are provided based on the research findings.
{"title":"Quality Dimensions of Political Parties’ Website Services That Satisfy Voters in the Political Marketing","authors":"Vagia Mochla, George Tsourvakas","doi":"10.1080/15377857.2020.1790470","DOIUrl":"https://doi.org/10.1080/15377857.2020.1790470","url":null,"abstract":"Abstract The present research investigates the quality dimensions of the Greek Parliaments’ political parties’ websites in an off-campaign period, one year before the legislative elections 2019. The hypotheses are based on political marketing background theory with emphasis on variables from different e-service quality models and effective web-design dimensions. The authors use a sample of 400 voters to make the survey. Respectively, the useful content and esthetic design were the most significant dimensions of the voters’ perception about the political websites’ quality. Theoretical discussion and managerial implications on how to organize the political websites’ services to attract more voters are provided based on the research findings.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"22 1","pages":"1 - 13"},"PeriodicalIF":1.2,"publicationDate":"2020-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2020.1790470","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46204370","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 : 2020-07-02DOI: 10.1080/15377857.2016.1228555
M. Grusell, L. Nord
Professionalization and digitalization are two distinctive features of election campaigns in the twenty-first century. Are existing campaign structures and strategies reinforced by the implementation of new technology, or does this technology radically change campaigning conditions? This article investigates this topic by analyzing the two most recent national election campaigns in Sweden in 2010 and 2014. The results indicate that both professionalization and digitalization tendencies are strong, but most clearly linked to each other among bigger, catch-all campaign parties, while smaller niche parties in a multiparty system tend to choose different campaign options with regard to structure and strategies.
{"title":"Setting the Trend or Changing the Game? Professionalization and Digitalization of Election Campaigns in Sweden","authors":"M. Grusell, L. Nord","doi":"10.1080/15377857.2016.1228555","DOIUrl":"https://doi.org/10.1080/15377857.2016.1228555","url":null,"abstract":"Professionalization and digitalization are two distinctive features of election campaigns in the twenty-first century. Are existing campaign structures and strategies reinforced by the implementation of new technology, or does this technology radically change campaigning conditions? This article investigates this topic by analyzing the two most recent national election campaigns in Sweden in 2010 and 2014. The results indicate that both professionalization and digitalization tendencies are strong, but most clearly linked to each other among bigger, catch-all campaign parties, while smaller niche parties in a multiparty system tend to choose different campaign options with regard to structure and strategies.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"19 1","pages":"258 - 278"},"PeriodicalIF":1.2,"publicationDate":"2020-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2016.1228555","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48382219","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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