10. Electoral Campaigns: Traditional Models Flashcards
three types of campaigning
Age I, Age II, and Age III types of campaigning
age 1 campaigning
mostly face-to-face
age 2 campaigning
mostly mass-media
age 3 campaigning
mostly digital media
normalization
inequalities are mirrored
equalization
it equalizes everything / levels the playing field
traditional campaigning types
Age I and II
modern campaigning types
age III and IV
allocating ages of campaigning
All three of these are part of the campaign toolkit, yet you cannot (always) use all three at the same time, because you might be ineffective. This is why parties tend to use one of the three types as a main focus. There is also overlap, synergy (combined effect), and spillover.
when to use resource party membership
low membership = less volunteers for age 1 and lower resources for age 2, because more members is more money. means less media coverage because you are less newsworthy for age 2.
old membership means less volunteers for Age I.
representativeness of the members matters! so members can convince others less easily (problem for radical parties), which is bad for Age I.
when to use resource electoral system
the smaller the electoral districts, the more sense it makes to campaign with Age I.
–> important to be really well known to the people in your district
Therefore, majoritarian national elections and local elections will use this method more often.
countrywide elections face to face contact less important, focus on television is more logical
smaller elections = age 1 (well-known importance)
countrywide = television focus
when to use resource: media context
media can form restrictions for parties, when they tend to be sympathetic to some ideologies or to block some parties based on extremism, leading to these parties not being able to campaign with Age II.
–> availability traditional media matters
availability traditional media: some parties / ideologies are blocked
when to use resource party financing
Money that a party has is important, because the costs of broadcasting / campaigning advertisements in the USA are very expensive, in the Netherlands, a share of media coverage is free and the rest is not as expensive.
broadcasting (Age 3) is expensive
2 ways of personalization
individualisation - political matters
privatisation - personal life
individualization
refers to personalisation based on political matters.
this means that the person that is being highlighted, is being highlighted in their political context.
presidentialisation occurs when visibility is concentrated on the party leader, whereas general individualisation occurs when visibility is more general (i.e. based around more people than just the party leader).
highlighted in political context
presidentialization –>concentrated on party leader
