POL224Y1 Lecture 7: Elaborations on Political Behaviour and Vote Choice

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18 Nov 2016
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Elaborations on political behaviour & vote choice (continued from lecture 6) Electoral campaigns have undergone many changes, called stages: stage i, pre-1960s. Vast body of volunteers/local organizations behind each campaign. Planning of the campaign was minimal and decentralized. Strong propaganda concept: stage ii, 1960s-1990s. Greater presence of party staffers and consultants. Planning became more elaborate and got centralized. Strong approach in political marketing to sell each parties" concepts: stage iii, 1990s onwards. Planning becomes a permanent department in and out of itself. Transition from political marketing to normal marketing. Electoral campaigns follow a particular timeline; some within a certain time frame: long campaigns arise 9-12 months before launch, pre-campaign (pre-writ preparations, actual electoral campaign. Phase 1: cognitive approaches, leaders focus on party platform and current issues; party leader tours the country. Phase 2: mid-campaign slowdown", leaders focus on their performance on debates. Phase 3: campaign focuses on playing towards public emotions and pursuing emergent strategies.

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