Negative Campaigns between Strategy and Political Opportunism in Romania. Case Study: Ion Iliescu’s Electoral Campaigns in the First Post-Communist Decade

In an electoral competition, campaign teams choose strategies that can most easily decide their own candidate’s victory. The present study aims at an incursion into the field of negative campaigns, having two components: the debates of specialists in political science on the subject and the way in which this direction was reflected in the electoral campaigns in Romania during 1990–2000. The article diachronically follows the evolution of Ion Iliescu during the four electoral rounds, highlighting the degree to which the negative campaign was imposed as the main strategy, against whom it was carried out, what topics were promoted, and to what extent it determined the success or failure of the candidate. In the analysis, the first part presents the views of sociologists, historians, and specialists in communication and political science, whereas the case study on the Romanian political environment is based on the written press of the period and the statements of politicians, reflected through the media.