Kampania prezydencka w USA w 2008 roku. Modernizacja i profesjonalizacja kampanii wyborczych
USA presidential campaign in 2008. Modernization and professionalisation of electoral campaigns

Summary/Abstract: Professionalisation of electoral campaigns, treated as one of aspects of modernization, is characterized by convergence and standardization of practices and concepts used by political organizations. This process is mainly determined by American innovations, most frequently adjusted to suit local institutional and cultural conditions. The analysis of the professionalisation process of the USA presidential campaign in 2008 proves continuation of the tendencies identified before, with their common denominator of mediatisation and political marketing. First of all, the activities were intensified and effectiveness improved in reaching by the political parties / candidates the potential voters belonging to selected groups (targeting) and the shaping of image of the candidates (popcultural trend in positioning). The most innovative element was the usage of new media, primarily taking advantage of the potential of the Internet. Significant stimulation of the flow of information about the campaign can be attributed to online activites (especially to the phenomenon of social networking sites and activity on YouTube); they have also caused greater involvement especially in the youngest group of voters, which translated into effectiveness of fundraising for campaigns and greater mobilization of the electorate.

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