| Kommentar |
Political communication has common development patterns in every state, still it presents many different aspects in the USA and in Europe on the one hand, and among European countries on the other. Phenomena of personalization, leaderization, dramatization and spectacularization are differently interpreted in different European countries, giving birth to variable models of communication approaches and campaign strategies. The role of the new professionals of communication, from campaign managers to media advisers, also depends on systemic variables centered on the features of the political and the party system.
The seminar has three main aims: to provide an in depth overview of the developments of political communication in the USA and in Europe, to analyze the impact of systemic variables (the party system, the electoral law, the media system features) on different countries’ political communication, to evidence the developments in political discourse and political argumentation.
Attention will be given not only to institutional actors, but also to the communication strategies of social movements and organized citizens, with a particular focus on the role of new technologies and social media in the development of political communication.
The methodology will be based on the analysis of the existing scientific literature; study of important case studies in the field of political communication and electoral communication (USA; Great Britain, France, Italy, Germany); examination of the main political marketing strategies of parties and politicians (branding and rebranding, targeting, personalization of the political communication), as well as the grassroots strategies of social movements and organized citizens; political discourse analysis. |
| Literatur |
Castells Manuel, Communication power, Oxford : Oxford University Press, 2013.
Maarek, Philippe J., Campaign communication and political marketing , Chichester ; Malden, MA : Wiley-Blackwell, 2011.
Negrine, Ralph M., The transformation of political communication : continuities and changes in media and politics, Basingstoke [England] ; New York : Palgrave Macmillan, 2008.
Esser, Frank and Pfetsch Barbara (Eds.), Comparing political communication : theories, cases, and challenges, Cambridge, UK ; New York : Cambridge University Press, 2004. |
