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Louis Perron - How to overcome the power of incumbency in election campaigns

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Louis Perron

How to overcome the power of incumbency in election campaigns

Series: Kommunikation in Politik und Wirtschaft

Volume 3 2010

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Titelei/Inhaltsverzeichnis S. 2-10

FIGURES S. 11

TABLES S. 12-13

BOXES S. 14

INTRODUCTION S. 15-26

OVERVIEW OF THE EXISTING WORKS ABOUT ELECTION CAMPAIGNS S. 27-32

Reservations of political science towards the study of campaigns S. 33-37

Ethical concerns regarding political marketing S. 37-39

Definition, evolution and advantage of the political marketing approach S. 39-44

Phase 1 of an election campaign: The exploration of the political demand S. 45-47

Phase 2 of an election campaign: The creation of the political offer S. 47-52

Promotion of the political offer: Communication dimension S. 52-54

Promotion of the political offer: Strategy and management dimension S. 54-56

The power of incumbency campaigns S. 57-60

Hypothesis 1: A coherent message that shows contrast and focuses on the call for change S. 60-66

Hypothesis 2: Creating the impression of representing mainstream values S. 66-67

Hypothesis 3: Timing and intensity strategies S. 67-70

Hypothesis 4: Challenger campaign quality S. 70-74

The limitations of the methods: How to decide if a campaign was successful or not? S. 75-76

The cases for the American campaign style: The U.S. elections of 1992 and 2004 S. 76-81

The cases for the Latin American style: Brazilian elections of 1998 and 2002 S. 81-82

The cases for the East Asian campaign styles: Philippine elections in 1998 and 2004 S. 82-84

The cases for the Western European campaign style: The German elections of 1994 and 1998 S. 84-85

The methodology of the interviews S. 85-90

The state and the consolidation of democracy S. 91-97

The political culture S. 97-102

The political system S. 102-105

The electoral system S. 105-108

The party system S. 108-114

Access to television and advertising S. 114-118

Turnout culture S. 118-119

The legal and regulation environment of election campaigns S. 119-121

The election campaign industry S. 121-122

Summary: A global typology of campaign styles S. 122-124

The vulnerability of the two incumbents: Bush Sr. and Bush Jr. S. 125-127

The campaign of Bill Clinton in 1992 S. 127-132

The campaign of John Kerry in 2004 S. 132-135

The strategies of the incumbents and how the challengers reacted to it S. 135-142

The vulnerability of the incumbents S. 142-143

The campaign of Lula in 1998 S. 143-144

The campaign of Lula in 2002 S. 144-145

The strategies of the incumbents and how the challenger reacted to it S. 145-147

The vulnerability of the incumbents S. 147-149

The campaign of Joseph Estrada in 1998 S. 149-151

The campaign of Fernando Poe Jr. in 2004 S. 151-152

The campaigns of the incumbents and how the challengers reacted to it S. 152-157

The vulnerability of the incumbent, Helmut Kohl S. 157-158

The campaign of Rudolf Scharping in 1994 S. 158-161

The campaign of Gerhard Schröder in 1998 S. 161-163

The strategies of the incumbent and how the challengers reacted to it S. 163-166

Summary and conclusion S. 166-170

The cases of the US S. 171-175

The cases of Brazil S. 175-180

The cases of the Philippines S. 180-182

The cases of Germany S. 182-185

Summary and conclusion S. 185-188

The timing of the campaigns S. 189-192

The intensity of the campaigns S. 192-197

The timing of the campaigns S. 197-199

The intensity of the campaigns S. 199-201

The timing of the campaigns S. 201-202

The intensity of the campaigns S. 202-205

The timing of the campaigns S. 205-206

The intensity of the campaigns S. 206-208

Summary and conclusion S. 208-212

The cases of the USA S. 213-219

The cases of Brazil S. 219-222

The cases of the Philippines S. 222-226

The cases of Germany S. 226-229

Summary and conclusion S. 229-232

Summary of the results and additional example S. 233-239

A strategy for vulnerable incumbents (with additional examples) S. 239-244

Practical implications S. 244-246

Future research S. 246-248

APPENDIX I: INTERVIEW GUIDE POLITICAL CONSULTANTS S. 249-262

APPENDIX II: LIST OF INTERVIEWED POLITICAL CONSULTANTS S. 263-264

BIBLIOGRAPHY S. 265-296

doi.org/10.5771/9783845226286

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tanz

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tanz Volume 14 (2023) Issue Jahrbuch ISSN Online: 1869-7720

doi.org/10.5771/1869-7720-2023-Jahrbuch

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