Muzyka w marketingu politycznym na przykładzie polskich kampanii prezydenckich (1995–2015)
Music in the Political Marketing on the Example of Polish Presidential Campaigns (1995–2015)

Summary/Abstract: The purpose of this article is to present a broad spectrum of relations between music and politics on the example of Polish presidential campaigns (1995–2015). The first part will show a current state of research signalised by many researchers from different scientific disciplines: from musicologists to political scientists and sociologists, as well as explain the topicality of the described problem. The next part will introduce a short overview of ways of using music with political aims, mentioned, for example, by Iwona Massaka in her dissertation Music as an Instrument of Political Impact. In this context, the author will characterise the most distinctive form of existence of music in a so-called “election song” – also in relation to Adorno’s theory of popular music. The conclusion is that the most important role in presidential campaigns is played by popular music, especially in a form of song. In that case, music tends to advertise political candidates in a way, as it can emphasize their intended image and influence a growth of suport for a politician in a campaign.

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