A változó választási szabályok és a változó politikai kontextus hatása a kampányperszonalizációra
The Effects of Changing Election Rules and the Changing Political Contextion on Canpaign Personalisation

The Lessons of a Natural Experiment

Summary/Abstract: This paper aims at capturing how the recent changes of Hungary’s mixedmember electoral system altered the candidates’ personal vote-seeking strategies. Based on the literature, our main hypothesis is that the growing role of the majoritarian tier increases the incentives for personalization. By utilizing the data from two consecutive waves of the Comparative Candidate Survey, we show that the average level of campaign personalization decreased from 2010 to 2014. Semi-structured interviews with nine campaign experts confirm that on the short run the political constraints were more important in determining the personalisation of campaign strategies than the institutional settings.

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