The 2008 US Presidential Election : modernization and professionalization of election campaigns : [English Version Of Issue 2010/06]

Abstract

Professionalisation of election campaigns, treated as one of the aspects of modernization, is characterized by the convergence and standardization of practices and concepts used by political organizations. This process is mainly determined by American innovations and is frequently adjusted to suit local institutional and cultural conditions. An analysis of the professionalisation process of the US presidential campaign in 2008 shows a continuation of previously identified trends, with their common denominator being mediatisation and political marketing. Campaign activity intensified and the effectiveness of reaching potential voters in selected groups by political parties and candidates (targeting) greatly improved, as did the effectiveness of shaping the image of the candidates (popcultural trend in positioning). The most innovative element was the use of new media, mainly the Internet. Significant stimulation of the flow of information about the campaign can be attributed to online activities (especially to the phenomenon of social networking and activity on YouTube); they have also caused a greater involvement especially among the youngest group of voters, which translated into effective fundraising for campaigns and a greater mobilization of the electorate.