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Personalised, de-ideologised and negative? A longitudinal analysis of campaign posters for German Bundestag elections, 1949-2017

[journal article]

Steffan, Dennis
Venema, Niklas

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

Licence
Creative Commons - Attribution-NonCommercial 4.0


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