GOVERNMENT COALITIONS IN DISTINCT POLITICAL SYSTEMS AND THE EXECUTIVE BRANCH STRUCTURE: AN EXPLORATORY CASE OF COMPARATIVE STUDY

: Th is note analyzes the choices of parties to either pursue a traditional presidential electoral campaign focusing on influencing informed voters who care about the proposed policy and have ideological preferences, or to concentrate on a more radical discourse which goal is to take to the voting arena dormant citizens who would, otherwise, retract from voting. To awaken dormant voters, parties use a radical discourse strategy, focused on social media technology. In general, the radical discourse strategy will be adopted if there are enough dormant voters, the social media technology has evolved to reach a significant part of the electorate, and there is enough ex-ante evidence of an ideological bias of dormant voters towards one specific party.