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Electoral campaigns

Electoral campaigns. Gianpietro Mazzoleni La comunicazione politica Chapter 7. Why are electoral campaigns important?. Elections are essential in all democracies All politics is concerned by permanent campaign. The evolution of the electoral campaigns.

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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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