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Do Campaign Strategies and Tactics Matter?: Exploring Party Elite Perceptions of What Matters When Explaining Election Outcomes
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science. (Demokratiinstitutet Demicom)ORCID iD: 0000-0001-5964-102X
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science. (Demokratiinstitutet Demicom)
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science. (Demokratiinstitutet Demicom)ORCID iD: 0000-0001-5218-4452
2013 (English)In: Journal of Public Affairs, ISSN 1472-3891, E-ISSN 1479-1854, Vol. 13, no 1, 41-52 p.Article in journal (Refereed) Published
Abstract [en]

In research on political campaign communication, it is often assumed that campaign strategies and tactics are highly important for explaining election outcomes. In contrast, most research in political science tends to emphasize the importance of political substance, long-term factors such as party identification, and real-world conditions for explaining election outcomes.

Although political parties in practice treat election campaigns as highly important and consequential, there is virtually no research on how party elites perceive the importance of campaign strategies and tactics when explaining election outcomes. Hence, drawing on a survey among Swedish members of parliament, this study investigates party elite perceptions of what matters when people decide which party to vote for and of what matters when explaining election outcomes. In brief, the results show that members of parliament perceive campaign strategies and tactics as significantly less important than the substance of politics. In the concluding analysis, the implications of the results are analyzed.

Place, publisher, year, edition, pages
2013. Vol. 13, no 1, 41-52 p.
Keyword [en]
Campaign Strategies, Campaign Tactics, Strategic Political Communication, Political Public Relations
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:miun:diva-18700DOI: 10.1002/pa.1441Scopus ID: 2-s2.0-84875682924Local ID: DEMICOMOAI: oai:DiVA.org:miun-18700DiVA: diva2:614595
Available from: 2013-04-05 Created: 2013-04-05 Last updated: 2014-05-30Bibliographically approved

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Strömbäck, JesperGrandien, ChristinaFalasca Larsson, Kajsa
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CiteExportLink to record
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Citation style
  • apa
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