Determinants of personalised campaigning. A comparative analysis


This chapter provides an analysis of how much personalisation is going on, where, and why. Three elements of personal vote seeking strategies are evaluated - the orientation with which candidates do campaign, to which degree they use personalised means and to which degree they show local constituency-specific activities. We find that the level of incentives for a personal vote is an important predictor of personalised campaigning, but also canddiate-related features are important. Apart from the visibility of candidate, the perception of electoral success and campaign intensity are strongly related to all three types of personalized campaigning. We conclude that while electoral system features play a key role, candidate-related factors such as visibility and motivation also make a major contribution to an explanation of the personalised campaigning phenomenon.

In D. W. Lieven, R. Karlsen & H. Schmitt (Eds.), Parliamentary Candidates Between Voters and Parties. A Comparative Perspective (pp. 97-119). London: Routledge
Iakovos Makropoulos
Iakovos Makropoulos
Ph.D. Candidate in Politics