Resources for

electoral
campaigns
SECOND COURSE

Evolution of political parties

Katz & Mair (1998) four stages in the evolution of political parties

Types of parties

Financing

Communication medium

Elite party (XIX century)

Personal contacts of party

members

Limited interpersonal network

that helped spread the
message

Mass party (1880 1960)

Contributions of party
members

Strongly affiliated press

Catch-all party (after 1945)

Contributions from different

sources (e.g. lobby)

Competition with other political

parties for independent media
channels

Cartel party (after1970).

State subventions

Privileged access to media

channels controlled by the
state

Why political campaigns?

Electoral campaigns = strategic development + resource management
Goal: gaining benefits, functions
Means:
Implementing policies this offers credibility
Correctly identifying campaign themes / topics
Efficient use of media channels
Campaign resources management

Why vote?

To get benefits

To maintain democracy

Vote ethics

Social stimuli (incentives from certain groups)

Participation routine

The satisfaction of expressing political views

Types of voters

core voters

undecided

R. K. Merton:

The innovative / reformist type:

Whishes for a change in dominant social values

Intense political attitudes

Contradictory behavior swing voters

Traditional / conservative type

Dedicated to maintaining dominant values on the political agenda

Medium intensity of political attitudes

Stable political options core voters of a candidate / party

Low possibility of changing political views

Types of voters
The phlegmatic / sceptic

Neuter political behavior, conformist

Predisposed to redefine values promoted by politicians

Conformist spirit avoid adopting a different decision form the majority

Part of the volatile electorate victims of the spiral of silence

The runaway / deserter type

Detached towards political values

Lack of differentiation mechanisms between political offers

Politics is not part of their interests

The revolutionary /extremist type

Wants to change the status quo by any means

High intensity and stability of political options in time

Electoral resources

initial

financial

time

human

Initial resources

Candidate visibility and supporters before the campaign

The deposit of trust

The media portrait

Family and business

The relationship with the media

Financial resources

Subscriptions from party members

Donations

Revenue from taxes

State subsidies
(Law no.334 June 17th 2006)

Financial resources
NO

Economic activity specific to trading companies

Revenue from bank interest

Editing books, promotional material

Organizing seminars and courses regarding politics / economy

Cultural and sports activities

Renting owned property for conferences, social and cultural activities

OK

Time resources

Time is precious and shouldnt be wasted:

Pre-campaign participation in events

Campaign planning strategy, media plan, outdoor promotion, campaign

website etc.

Planning campaign visits

Campaign visits:

Candidates must be seen by many voters in a short time frame

Finding the areas where the candidate has a growth potential (in terms of
supporters)

Targeting and finding specific messages for each public category :

Demographical criteria (age, sex, income etc.)

Status (marital statute, ethnicity, education, profession etc.)

Finding other party leaders to visit places that cant be covered by the
candidate

Human resources

message carriers, spokes persons:

Message carriers:

Transmitting main campaign messages

Counteracting political attacks

Appearances in promotional products (advertisements, posters)

Campaigns visits

Interviews, declarations

Presence in talk shows

Strategists, political consultants

Celebrities (actors, sportsmen, singers)

Direct campaign representatives

Party members part of the core voters

Volunteers (students, supporters, youth organizations)

elders discuss politics, youngsters distribute posters (Teodorescu, 2005)