Political Candidates’ Media Use and Media Evaluations during Local and Federal Elections
Study of the Federal Election in North Rhine Westphalia 2010 and Local Election 2009
Zeitraum:
March 2010 - May 2010
Leitung:
Bearbeitung:
Institution:
Department of Communication
Finanzierung:
Own Resources
Beschreibung:
Topic and research question
Many studies have demonstrated that politicians adapt to media logic and try to influence the voters via mass media during election campaigns (Marcinkowski 2005; Norris 2000; Plasser 2003; Swanson/Mancini 1996). The idea characterizing this process – the concept of mediatization (Mazzoleni/Schulz 1999) – is well established. Consequently, it is crucial to analyze how the mediatization of the political sphere has or (has not) changed the process of political communication.
The professionalization of election campaigns exemplifies mediatization and can be operationalized through the politicians’ use of consultants (Steiner 2009). Another indicator for mediatization is more indirect and subjective. The politicians themselves perceive the media as being a very powerful instrument in influencing other people and they change their behaviour accordingly (Cohen/Tsfati/Sheaver 2008; Dohle/Vowe 2010, 2009).
Nonetheless, it is unclear what effects these indicators of mediatization actually have on the communication processes during a campaign. The candidates do not each have the same resources and budget available for their campaign. For instance, some may not be able to afford a political advisor and, hence, differ in their degree of ‘mediatization’ compared to a candidate supported by a consultant. Also, it is questionable if the mediatization of elections has affected local elections as much as national or federal state elections. In local elections budget constraints can be stronger so that mediatization may not be as prominent and have a smaller effect on the actual communication process (Zittel/Gschwend 2007).
Thus, the aim of this study is to analyze the influence of mediatization on political communication regarding two aspects. First, we will focus on the different degrees of mediatization and analyse how ‘mediatized’ candidates communicate during election campaigns and perform politically compared to less ‘mediatized’ candidates. Here, we will distinguish objective mediatization (professionalization) and subjective mediatization (presumed media influence). Second, we will investigate the differences in mediatization between local and regional or national elections. With this research design, it is possible to analyze if mediatization even has an effect on actual political communication and to what extent mediatization can differ in various decision-making processes.
Hypotheses and research questions
It is a comparative study as it contrasts data from a German federal state election to a local election. The following research questions are posed:
- RQ1: How do ‘mediatized’ candidates differ in their way of campaigning in contrast to less ‘mediatized’ candidates?
- RQ2: If there are differences in campaigning, what effects do they have on the candidates’ political performance/ the outcome of the elections?
- RQ3: Does the effect of mediatization on candidates and their campaign communication differ between local and state elections?
Methode:
These research questions will be answered based on a very rich pool of data comprising two surveys on candidates during election campaigns. The first survey was conducted during the local elections in municipalities of North Rhine-Westphalia, Germany, in August 2009. During the period of the election campaign a sample of local candidates completed an online questionnaire. The second study uses almost the same questionnaire during the North Rhine-Westphalia state election in May 2010. This survey, however, is conducted as a paper-and-pencil survey. All the 679 candidates who are running for the state parliament (Landtag) of North Rhine-Westphalia for one of the five biggest German parties are asked to complete the questionnaire.
Schlagworte:
mediatization of politics, local/federal elections, influence of presumed media influence
