Reklama audiowizualna w kampanii wyborczej do Parlamentu Europejskiego w 2014 roku – w poszukiwaniu efektywnej strategii komunikacyjnej
Audio-visual advertising in an election campaign to the European Parliament in 2014 – in search off the effective communication strategy

Author(s): Mariusz Kolczyński
Subject(s): Politics / Political Sciences
Published by: Wydawnictwo Uniwersytetu Śląskiego
Keywords: elections to the European Parliament; communication strategy; audiovisual political advertising
Summary/Abstract: The campaign preceding the elections to the European Parliament in 2014 in Poland was extremely dynamic and active in case of all subjects of political rivalry, regardless of their position on the political market (campaigns of Solidary Poland and Poland Together are prime examples). Even a superficial analysis allowed to point out several regularities: tendency of political subjects to adopt the standard strategy of national cross-party political rivalry, strategic focusing of media on current issues regarding national political rivalry, particularly interesting in the area of communication is adoption of advertising orientation by most of the parties (except Polish People’s Party and National Movement) – wherein this advertising activity – in contrast to campaign from 2009 (and the parliamentary campaign of 2011), did not limit to the television, what is remarkable about the campaign of 2014 was the intensive use of all accessible Internet channels: own websites, special websites dedicated to the campaign and the possibilities offered by the social media (Facebook, Twitter, Youtube).

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