In a Trap of Political Routine-Political Advertising in the Parliamentary Campaign of 2011
Abstract
The course of the electoral campaign of 2011 seems to depart from the tested schema of effective political action. Undoubtedly, the way of shaping communication electoral strategies changed – to a greater extent the subjects of political rivalry aimed at the utmost balance of advertising activity (including mainly paid ones) and beyond advertising (free communication activities implemented through the means of mass communication), including also traditional direct activities. Looking for the reasons of such a state of affairs, one may indicate for the most part: the attempt to change the electoral law, undertaken by the Sejm just before the elections (suggesting resignation from television commercials); limitation of the financial means for organization of the campaign and stabilization of the Polish political market (favoring duplication of the tested methods of action).
References
Batorski D., Nagraba M., Zając J.M., Zbieranek J.: Internet w kampanii wyborczej 2011, Warszawa: Instytut Spraw Publicznych 2012.
Kolczyński M.: Pochwała samorządności – paradoks politycznego „zmęczenia materiału”, w: Wybory samorządowe 2010, red. M. Kolczyński, W. Wojtasik, Katowice: Uniwersytet Śląski/REMAR 2011.
Kolczyński M.: Rynek wyborczy 2001: reguły – uczestnicy – oferty programowe, w: Wybory parlamentarne 2001. Scena polityczna –aktorzy – programy-strategie, red. J. Sztumski, M. Kolczyński, Katowice: Wydawnictwo Uniwersytetu Śląskiego 2003.
Kolczyński M.: Strategie komunikowania politycznego, Wydawnictwo Uniwersytetu Śląskiego, Katowice 2007.
Kolczyński M.: Strategie wyborcze Platformy Obywatelskiej – trudna sztuka politycznego brandingu, w: Platforma Obywatelska, red. M. Migalski, Toruń: Wydawnictwo A. Marszałek 2009.
Copyright (c) 2012 Roczniki Nauk Społecznych
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
