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Personalised, de-ideologised and negative? A longitudinal analysis of campaign posters for German Bundestag elections, 1949-2017
[journal article]
Abstract
Faced with fundamental societal changes such as partisan dealignment and mediatisation, political parties in Germany as well as in other Western democracies professionalise their communication. Drawing on the concept of professionalisation of political communication, the present study investigates c... view more
Faced with fundamental societal changes such as partisan dealignment and mediatisation, political parties in Germany as well as in other Western democracies professionalise their communication. Drawing on the concept of professionalisation of political communication, the present study investigates changes of campaign posters for German Bundestag elections from 1949 until 2017 with regard to personalisation, de-ideologisation and negative campaigning. By using a quantitative content analysis of visual and textual elements of campaign posters (N = 1,857) and logistic regression analyses, we found an increase in visual personalisation and in visual ideologisation. However, no upwards trend was detected regarding negative campaigning across the four phases of political campaigning. Moreover, we found no empirical evidence for an increasing textual personalisation or textual de-ideologisation. All in all, the findings of this longitudinal analysis indicate an increasing visualisation of political communication.... view less
Keywords
political communication; election campaign; party; personalization; professionalization; quantitative method; content analysis; regression analysis; longitudinal study; poster; election to the Bundestag; Christian Democratic Union; Christian Social Union; Social Democratic Party of Germany; Free Democratic Party; Alliance 90/ The Greens; Federal Republic of Germany
Classification
Political Process, Elections, Political Sociology, Political Culture
Free Keywords
Campaign posters; de-ideologisation; negative campaigning
Document language
English
Publication Year
2019
Page/Pages
p. 267-285
Journal
European Journal of Communication, 34 (2019) 3
DOI
https://doi.org/10.1177/0267323119830052
ISSN
1460-3705
Status
Published Version; peer reviewed