Polityka z twarzą. Personalizacja parlamentarnych kampanii wyborczych w Polsce w latach 1993–2011
Politics with a Human Face: Personalization of Parliamentary Campaigns in Poland in the Years 1993—2011

Author(s): Marek Mazur
Subject(s): Politics / Political Sciences, Political economy
Published by: Wydawnictwo Uniwersytetu Śląskiego
Keywords: politics; Parliamentary Campaigns in Poland
Summary/Abstract: The main goal of this study is the verification of a hypothesis/idea of centralizedpersonalization during Polish electoral campaigns. Because of its goal and implementedmethodology, such research project is unique among research presented in scientificliterature thus far.The work has a descriptive character; it is congruent with treatments from the fieldof political communication, combining approaches of communicology and politicalscience, in that it expresses an attempt to include in the analysis the circumstancesof election campaign personalization and factors specific to mediacentric and political-scientific perspectives, as well as because of the fact of recognizing media contentin political party communication. Election communication research includes six Polishparliamentary elections from the years 1993—2001. Along with an analysis of communiquécontents, published in information media, as well as communiqué prepared bypolitical subjects contending in the elections, basic analysis methods within the studyare historical-comparative and statistical data analyses.The specific objectives of the treatment are:— Description of circumstances of the political communication personalization thesison the level of mediatization of politics and political campaign professionalizationtheories;— Analysis of the trend occurrence and characteristics of the electoral campaignpersonalization trend based on empirical research conducted in western-Europeanparliamentary democracies;— Recognition of conditions of electoral campaign personalization in parliamentaryelections in Poland;— Analysis of the trend occurrence and characteristics of media personalization inPolish electoral campaigns based on opinion-forming press research;— Analysis of the trend occurrence and characteristics of strategic personalization inPolish electoral campaigns based on political TV advertisement research.

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