Campaign individualization in comparative perspective: does the context matter?
Resumo
Abstract: Despite a great flourishing of studies on election campaigns, the issue of individualized campaigns has been widely neglected, especially from a comparative perspective. Yet, campaigns differ not only in terms of strategy or style, but also with regard to the role played by individual candidates. This article examines the variation of both the communicative focus and the resources used by candidates across different Western democracies. Using data from the Comparative Candidate Surveys (CCS), it tests the impact of several institutional and political features on campaign individualization. Our results show that both electoral systems and the legal framework regulating electoral contests display a significant impact on campaign individualization.
Keywords: electoral campaigns; candidates; political parties; multilevel analysis
Resumo: Apesar do surgimento de numerosos estudos sobre campanhas eleitorais, o tema das campanhas individualizadas tem sido particularmente negligenciado, sobretudo numa perspetiva comparada. Não obstante, as campanhas diferenciam-se não apenas em termos de estilo ou estratégia, mas também quanto ao papel desempenhado por candidatos individuais. Este artigo analisa a variação na abordagem comunicacional e nos recursos utilizados por candidatos em várias democracias ocidentais. A partir dos dados recolhidos nos Comparative Candidate Surveys (CCS), é testado o impacto de vários aspetos político-institucionais sobre a individualização de campanhas eleitorais. Os resultados mostram que os sistemas eleitorais e os enquadramentos legais que regulam as disputas eleitorais têm um impacto significativo sobre a individualização das campanhas.
Keywords: campanhas eleitorais; candidatos; partidos políticos; análise multinível
Résumé
Malgré le grand nombre d'études sur les campagnes électorales, la question des campagnes individualisées a été largement négligée, notamment dans une perspective comparative. Toutefois, les campagnes diffèrent non seulement en termes de stratégie ou de style, mais également en ce qui concerne le rôle joué par les candidats individuels. Cet article examine la variation de l’orientation de la communication et des ressources utilisées par les candidats dans les différentes démocraties occidentales. Em utilisant les données du Comparative Candidate Surveys (CCS), il teste l'impact de plusieurs caractéristiques institutionnelles et politiques sur l'individualisation de la campagne. Nos résultats montrent que les systèmes électoraux et le cadre juridique régissant les scrutins ont un impact significatif sur l'individualisation de la campagne.
Mots-clés: campagnes électorales; candidats; partis politiques; analyse à plusieurs niveaux.
Resumen: A pesar del gran florecimiento de los estudios sobre campañas electorales, el tema de las campañas individualizadas ha sido ampliamente descuidado, especialmente desde una perspectiva comparativa. Sin embargo, las campañas difieren no solo en términos de estrategia o estilo, sino también con respecto al papel desempeñado por los candidatos individuales. Este artículo examina la variación tanto del enfoque comunicativo como de los recursos utilizados por los candidatos en las diferentes democracias occidentales. Usando datos de los Comparative Candidate Surveys (CCS), prueba el impacto de varias características institucionales y políticas en la individualización de la campaña. Nuestros resultados muestran que tanto los sistemas electorales como el marco legal que regula los concursos electorales muestran un impacto significativo en la individualización de la campaña.
Palabras clave: campañas electorales; candidatos partidos políticos; análisis multinivel.
Texto Completo:
PDFReferências
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