How to overcome the power of incumbency in election campaigns

Louis Perron

doi:10.5771/9783845226286

How to overcome the power of incumbency in election campaigns

Reihe: Kommunikation in Politik und Wirtschaft

Band 3 1. Auflage 2010

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doi.org/10.5771/9783845226286
ISBN print: 978-3-8329-5853-4
ISBN online: 978-3-8452-2628-6
Nomos, Baden-Baden Nomos, Baden-Baden

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Zusammenfassung

Wie können Herausforderer gegen Amtsinhaber Wahlen gewinnen? Das vorliegende Buch beantwortet diese Frage durch einen Vergleich vier erfolgreicher Herausforderer mit vier erfolglosen.

Abstract

Wie können Herausforderer gegen Amtsinhaber Wahlen gewinnen? Das vorliegende Buch beantwortet diese Frage durch einen Vergleich vier erfolgreicher Herausforderer mit vier erfolglosen.

Kapitel Ausklappen | EinklappenAutorenSeiten
2–10 Titelei/Inhaltsverzeichnis 2–10
11–11 FIGURES 11–11
12–13 TABLES 12–13
14–14 BOXES 14–14
15–26 1. INTRODUCTION 15–26
27–32 2. OVERVIEW OF THE EXISTING WORKS ABOUT ELECTION CAMPAIGNS 27–32
33–44 3. THE POLITICAL MARKETING APPROACH 33–44
- 33–39 3.1 Critiques of political marketing 33–39
  - 33–37 3.1.1 Reservations of political science towards the study of campaigns 33–37
  - 37–39 3.1.2 Ethical concerns regarding political marketing 37–39
- 39–44 3.2 Definition, evolution and advantage of the political marketing approach 39–44
45–56 4. WHAT IS AN ELECTION CAMPAIGN? 45–56
- 45–47 4.1 Phase 1 of an election campaign: The exploration of the political demand 45–47
- 47–52 4.2 Phase 2 of an election campaign: The creation of the political offer 47–52
- 52–56 4.3 Phase 3 of an election campaign: The promotion of the political offer 52–56
  - 52–54 4.3.1 Promotion of the political offer: Communication dimension 52–54
  - 54–56 4.3.2 Promotion of the political offer: Strategy and management dimension 54–56
57–74 5. HYPOTHESES: THE POWER TO OVERCOME INCUMBENCY 57–74
- 57–60 5.1 The power of incumbency campaigns 57–60
- 60–74 5.2 Hypothesis: Strategies for challenger campaigns to overcome the power of incumbency 60–74
75–90 6. DESIGN OF THE STUDY 75–90
- 75–76 6.1 The limitations of the methods: How to decide if a campaign was successful or not? 75–76
- 76–85 6.2 Choice of cases 76–85
- 85–90 6.3 The methodology of the interviews 85–90
91–124 7. CONTEXT OF AN ELECTION CAMPAIGN AND DESCRIPTION OF THE SELECTED COUNTRIES 91–124
- 91–122 7.1 The political environment and its impact on an election campaign 91–122
  - 91–97 7.1.1 The state and the consolidation of democracy 91–97
  - 97–102 7.1.2 The political culture 97–102
  - 102–105 7.1.3 The political system 102–105
  - 105–108 7.1.4 The electoral system 105–108
  - 108–114 7.1.5 The party system 108–114
  - 114–118 7.1.6 Access to television and advertising 114–118
  - 118–119 7.1.7 Turnout culture 118–119
  - 119–121 7.1.8 The legal and regulation environment of election campaigns 119–121
  - 121–122 7.1.9 The election campaign industry 121–122
- 122–124 7.2 Summary: A global typology of campaign styles 122–124
125–170 8. RESULTS FOR HYPOTHESIS 1: COHERENT MESSAGE THAT SHOWS CONTRAST AND FOCUSES ON CHANGE AND THE ECONOMY 125–170
- 125–142 8.1 The cases of the USA (1992, 2004) 125–142
- 142–147 8.2 The cases of Brazil (1998, 2002) 142–147
  - 142–143 8.2.1 The vulnerability of the incumbents 142–143
  - 143–144 8.2.2 The campaign of Lula in 1998 143–144
  - 144–145 8.2.3 The campaign of Lula in 2002 144–145
  - 145–147 8.2.4 The strategies of the incumbents and how the challenger reacted to it 145–147
- 147–157 8.3 The cases of the Philippines (1998, 2004) 147–157
- 157–166 8.4 The cases of Germany (1994, 1998) 157–166
- 166–170 8.5 Summary and conclusion 166–170
171–188 9. RESULTS FOR HYPOTHESIS 2: CREATING THE IMPRESSION OF REPRESENTING MAINSTREAM VALUES 171–188
- 171–175 9.1 The cases of the US 171–175
- 175–180 9.2 The cases of Brazil 175–180
- 180–182 9.3 The cases of the Philippines 180–182
- 182–185 9.4 The cases of Germany 182–185
- 185–188 9.5 Summary and conclusion 185–188
189–212 10. RESULTS FOR HYPOTHESIS 3: TIMING AND INTENSITY 189–212
- 189–197 10.1 The cases of the US 189–197
  - 189–192 10.1.1 The timing of the campaigns 189–192
  - 192–197 10.1.2 The intensity of the campaigns 192–197
- 197–201 10.2 The cases of Brazil 197–201
  - 197–199 10.2.1 The timing of the campaigns 197–199
  - 199–201 10.2.2 The intensity of the campaigns 199–201
- 201–205 10.3 The cases of the Philippines 201–205
  - 201–202 10.3.1 The timing of the campaigns 201–202
  - 202–205 10.3.2 The intensity of the campaigns 202–205
- 205–208 10.4 The cases of Germany 205–208
  - 205–206 10.4.1 The timing of the campaigns 205–206
  - 206–208 10.4.2 The intensity of the campaigns 206–208
- 208–212 10.5 Summary and conclusion 208–212
213–232 11. RESULTS FOR HYPOTHESIS 4: CAMPAIGNING QUALITY OF SUCCESSFUL CHALLENGERS 213–232
- 213–219 11.1 The cases of the USA 213–219
- 219–222 11.2 The cases of Brazil 219–222
- 222–226 11.3 The cases of the Philippines 222–226
- 226–229 11.4 The cases of Germany 226–229
- 229–232 11.5 Summary and conclusion 229–232
233–248 12. CONCLUSION 233–248
- 233–239 12.1 Summary of the results and additional example 233–239
- 239–244 12.2 A strategy for vulnerable incumbents (with additional examples) 239–244
- 244–246 12.3 Practical implications 244–246
- 246–248 12.4 Future research 246–248
249–262 APPENDIX I: INTERVIEW GUIDE POLITICAL CONSULTANTS 249–262
263–264 APPENDIX II: LIST OF INTERVIEWED POLITICAL CONSULTANTS 263–264
265–296 BIBLIOGRAPHY 265–296

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