Abstract Title: From old rightwing-ghost to the new labour party – The new conservatives political communication during the Swedish election 2006 Authors: Pontus Caresten Aim: The aim of the essay is to study how the conservative party communicated during the election campaign in 2006. I wish to find out how political parties work in todays society and how the communication has changed over time. To get relevant results I will also see how the theories and empirics interact. The purpose is further to illustrate the new conservatives’ campaign work from a senders point of view. Method/Material: I have chosen a qualitative method which consists of three interviews with relevant key persons. I also did an content analysis of the campaign material. In order to carry out the empirical study I chose to depart from existing theories and compare these with the empirics. Main results: The new conservatives have altered their political communication to fit todays society, and the market is increasingly important. The conservatives have gone though a major internal change since Fredrik Reinfeldt was elected to be head of the party. Today, the conservatives campaign work is professional and the party uses external experts to maximize the efficiency of the communication. Number of pages: 38 Course: Media- and communication studies C University: Division of Media and Communication, department of information science, Uppsala University, Period: HT 2006 Tutor: Lowe Hedman Keywords: Political communication, political marketing, election campaign

English Abstract The essay argues the transformation from business marketing strategies to political ones. It accumulates the empirical data interviewed from the Tai-nan city councilwomen, discusses the advantages and the disadvantages from the interviewers, and provides the modes of position marketing. The essay argues that the politicians should adopt the ¡¥material principle¡¦, ¡¥macro-behavior principle¡¦, and ¡¥productive behavior principle¡¦ as their marketing segmentation systems to get the best investment return rate. The politicians should make self- positioning after adopting the marketing segmentation principles,. The politicians should be aware of the related opponents, make sure the fatal factors of the image positioning, accumulate the images of the politicians from the representative voters according to ¡¥decisive factor¡¦ from the marketing, and analyze the positions of the politicians in the voters. The candidates should thereby discuss the best compositions of the voters¡¦ decisive factors with their staffs and examine the correspondence between the market segmentation and the competitive position of the politicians to accomplish the market positioning.

Aim: Over the years, marketing has become a more and more important tool in politics in general. In order to campaign successfully – and become the President-elect - in the U.S. Presidential Election, marketing is indispensable. This lead to enormous amounts of money spent on marketing. The aim of this research is to contribute to existing knowledge in the field of political marketing through the analysis of how marketing is done throughout a political campaign. The 2008 U.S. Presidential Primary Elections, together with a few key candidates have served as the empirical example of this investigation. Four research questions have been asked; what marketing strategies are of decisive outcome in the primary season of the 2008 political campaigning, how is political marketing differentiated depending on the candidate and the demographics of the voter, and finally where does the money come from to fund this gigantic political industry. Method: The exploratory method and case study as well as the qualitative research method have been used in this work. Internet has been an important tool in the search for, and collection of data. Sources used have been scientific articles, other relevant literature, home pages, online newspapers, TV, etc. The questions have been researched in detail and several main conclusions have been drawn from a marketing perspective. Correlations with theory have also been made. Result & Conclusion: In the primary season, the product the candidates have been selling is change. The Obama campaign successfully coined and later implemented this product into a grassroots movement that involved bottom-up branding of the candidate. This large base allowed for a different marketing strategy that implemented earlier and better organization in the caucus voting primary states resulting in an untouchable lead for the Obama campaign. The successful utilization of the Internet and social networking sites such as Facebook and YouTube led to enormous support, not least among the important group of young (first time) voters. It also served as the main base for funding throughout both the primary and the presidential season, effectively outspending the Clinton, and later, the McCain campaigns. This study has shown that there are differences in marketing when it comes to different presidential candidates even within the same party. Marketing activities and efforts also look different for different marketing groups. Suggestions for future research: This study was limited to the primary season; it would have been interesting to include the whole U.S. Presidential campaigning process from start to finish. In future research projects, it would also be interesting to see comparisons between political marketing in the U.S. and political marketing elsewhere, in Europe for example. Contribution of the thesis: This study contributes to increased knowledge when it comes to understanding the role of social media, grassroots movement, and bottom-up branding as a political marketing strategy. It also contributes to increased knowledge about political marketing in general. Furthermore, it shows the importance of marketing - and money - in American politics. Political parties as well as individual candidates may also find the results of this research useful for future campaigning.

Marketingo teorija iki XX a. 8-to dešimtmečio nagrinėjo pelno siekiančių kompanijų veiklą. Tačiau vėliau buvo pastebėta, jog valstybinės ir viešos įstaigos, taip pat žmonės, susiduria su panašiomis problemomis, kurias padeda spręsti marketingas. Nuo XX a. antros pusės politinės partijos bei politikai politinėje komunikacijoje nevengia naudoti marketingo elementų. Lietuvos politika skaičiuoja vos 23 metus, kuomet yra galima laisvai vykdyti rinkimines kampanijas ir taip pritraukti visuomenės balsų. Marketingo apraiškos Lietuvos politinėje komunikacijoje ligi šiol lieka neištirtas laukas. Politinės komunikacijos tyrėjai pastebi, jog tokie marketingo elementai, kaip strategijų rašymas, apklausos, focus grupės, segmentacija, tikslinių grupių išskyrimas, pozicionavimas, partijos ženklo-brand‘o vertės kūrimas (brandingas), profesionalizmas, viešųjų ryšių akcijos ir kt., yra nemaža dalis viso politinės komunikacijos proceso dalis. Šiame darbe yra analizuojama vienos Lietuvos politinės partijos, „Sąjunga Taip“, politinė komunikacija 2012 m. Seimo rinkimų rinkiminės kampanijos metu. Analizuojant šios partijos politinę komunikaciją yra ieškoma taikomų marketingo elementų. Marketingo elementai politinėje komunikacijoje dar kitaip yra vadinami politiniu marketingu. Šiame darbe analizuojant marketingo, komunikacijos ir politinės komunikacijos sampratas yra pristatomas politinis marketingas. Tiriant „Sąjungos Taip“ politinę komunikaciją, buvo svarbu suprasti visą 2012 m. Seimo rinkimų... [toliau žr. visą tekstą] / Marketing theory until the twentieth century eighth decade investigated activities of business profit companies. Nevertheless later it was discovered that state and public institutions, as well as people, are facing similar problems, which can be solved using marketing. From the second half of the twentieth century political parties and politicians do not avoid using marketing elements in communication. Lithuanian policy counts only 23 years of existence, when it is possible freely conduct election campaigns, this way attracting votes. Marketing manifestations in Lithuanian political communication have so far stayed an unexplored field. Political communication researchers note that a big part of all political process consists of such marketing elements as: writing strategies, surveys, focus groups, segmentation, target groups, positioning, branding, professionalism, public relations, promotions, and etc. This work is the analysis of political communication in 2012 done by a Lithuanian political party, the” Sąjunga Taip“during the period of the parliamentary elections campaign. In the analysis of this party political communication the elements of marketing have been searched for. Marketing elements in political communication are also called political marketing. In this paper, the analysis of political marketing, communication, and political communication concepts are being presented. While analyzing the "Sąjunga Taip" political communication, it was important to understand... [to full text]

L’objectif de ce mémoire est double. D’une part, il vise à proposer un cadre d’analyse novateur permettant d’étendre le modèle du marketing politique, traditionnellement limité au cas des partis politiques, en l’appliquant aux stratégies de recrutement (en amont) et de lobbying (en aval) des groupes d’intérêt. D’autre part, il a pour but de donner un nouveau souffle à l’étude des groupes d’intérêt en tant que sous-champ de la science politique en situant leur action dans une perspective dynamique et stratégique. De façon plus spécifique, cette recherche vise à évaluer, à l’aide de deux hypothèses, le degré de déploiement global de l’approche marketing chez les groupes d’intérêt au Québec et à comparer son niveau de pénétration spécifique au sein des différentes organisations. La première hypothèse avance que le degré de déploiement global du marketing politique auprès des groupes d’intérêt québécois s’avère relativement faible en raison d’un certain nombre de facteurs contextuels qui ont historiquement limité son intégration au sein de leurs stratégies de recrutement et de lobbying. La seconde hypothèse affirme pour sa part que le niveau de pénétration spécifique de l’approche marketing est limité à certaines organisations et varie en fonction de certains facteurs qui peuvent s’avérer contradictoires. Les données recueillies lors d’entrevues menées auprès de douze des principaux groupes d’intérêt actifs à l’échelle du Québec tendent à confirmer les deux hypothèses. / The goal of this paper is twofold. On the one hand, it aims to offer an innovative analytical framework for extending the model of political marketing, traditionally limited to the case of political parties, by applying it to the recruitment (upstream) ad lobbying (downstream) strategies of interest groups. On the other hand, it aims to give new impetus to the study of interest groups as a subfield of political science by placing their actions in a dynamic and strategic perspective. In more specific terms, this research aims to assess, with two hypotheses, the overall level of deployment of the marketing approach among interest groups in Quebec and compare its specific level of penetration within the various organizations. The first hypothesis argues that the degree of penetration of global marketing policy with interest groups in Quebec is relatively low due to a number of contextual factors that have historically limited its integration within their recruitment strategies and lobbying. The second hypothesis assumes for his part that the level of deployment of specific marketing approach is limited to certain organizations and varies depending on certain factors which may be contradictory. The data gathered during interviews with twelve key interest groups active throughout the Quebec tend to confirm the two hypotheses. / Fonds québécois de recherche sur la société et la culture

Previous research has been done in the field of Political Communication, aimed to show a deeper understanding of how social media affects the public opinion. Less studies have been made aimed to understand how youth federation communicates with potential voters. We are therefore interested in gaining a deeper understanding of what three Swedish youth federations publish on their Instagram accounts to attract potential voters during the early stages of the election year 2018. The aim of this report is to examine and analyze how three of the biggest youth federations in Sweden communicates with potential voters though the social media platform Instagram during the first three months of 2018. Through a qualitative image analysis supplemented by informant interviews, we have been able to study which communication strategies the youth federations used when they published pictures on Instagram during the limited period of January 1 until March 3, 2018. Our findings suggest that the variation of the published material depends on what political marketing orientation the federation belongs to. We hope that our study can contribute with useful understandings into further research.

Made available in DSpace on 2014-06-11T19:24:03Z (GMT). No. of bitstreams: 0 Previous issue date: 2009-09-29Bitstream added on 2014-06-13T18:51:30Z : No. of bitstreams: 1 ferreirajunior_lm_me_bauru.pdf: 668909 bytes, checksum: e4ae4b6a6c70bad45ea6c7058933215e (MD5) / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / O presente trabalho analisará o contexto da campanha eleitoral de Lula em 2006 e o material da campanha publicitária institucional Vota Brasil veiculado em televisão no período de propaganda eleitoral . Com o cruzamento de referenciais dos estudos do comportamento eleitoral da Ciência Política associados à abordagem teórica da Comunicação Política é que se pretende investigar, o objetivo do trabalho será o de identificar a partir da análise da campanha de Lula em 2006 e do produto midiático Vota Brasil, matrizes de intencionalidade e estratégias no contexto histórico em que se vê inserida esta iniciativa do Tribunal Superior Eleitoral: para então determinar qual foi a real dimensão de influência das mídias e de fatores extra-midiáticos no comportamento político na eleição de Lula e o possível efeito de sentido da campanha do TSE. O contexto do momento social sugeria indícios de que os efeitos de sentido persuasivo do marketing eleitoral e também do marketing político da campanha institucional do Vota Brasil estariam prejudicados por fatores extra-midiáticos que teriam estimulado mais o comportamento do eleitorado, a margem das preocupações do signatário TSE e também, a margem do poder de influência da postura dominante da mídia na difusão de mensagens anti-Lula / This paper will analyze the election campaign of Lula in 2006 and the material of the institutional advertising campaign Vota Brasil run on television during canvass. With cross-references to the studies of voting behavior in political science associated with the theoretical approach of communication policy is intended to be investigated, the objective of this study is to identify from the analysis of Lula's compaign in 2006 and the media product Vota Brasil arrays, strategic intent and the historical context in which we see this initiative included the Superior Electioral Court, and then determine what the real extent of influence of the media and extra-media factors in political behavior in the election of Lula and the possible effect of sense of the campaign of the TSE. The social context of the moment is evidence suggesting that the effects of persuasive marketing sense and also the electoral political marketing compaign institutional Vota Brasil would be affected by factors outside the media who have further stimulated the behavior of voters, the margin of the concerns of the signatory TSE and also the margin of the reach of the dominant position of the media in disseminating messages of anti-Lula

Made available in DSpace on 2014-12-17T14:20:06Z (GMT). No. of bitstreams: 1 GustavoVW_DISSERT.pdf: 981783 bytes, checksum: ac8d7fee93281f331ae828f417bba7cc (MD5) Previous issue date: 2012-02-24 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / O Marketing pol?tico e eleitoral se apresenta como uma forte e crescente ferramenta para a capta??o de votos durante o per?odo eleitoral, se tornando cada vez mais complexa e profissionalizada. Por?m, o que se apresenta ? que a campanha eleitoral vinculada na televis?o, em especial no HGPE (hor?rio gratuito de propaganda eleitoral) se mostra cada vez mais pr?xima a linguagem daquela, valorizando a empatia com o eleitor e a personalidade do candidato em detrimento de conte?dos ideol?gicos dos partidos e candidatos. Tendo esta discuss?o em vista, o presente trabalho pretende analisar a estrutura e o conte?do dos programas vinculados ao HGPE referentes ao primeiro turno dos tr?s principais candidatos a presid?ncia de 2010, Dilma Rousseff, Jos? Serra e Marina Silva

Political marketing is a tool for doing politics. As a medium, it cannot distort the sense of purpose, politics and government. The article highlights the importance of the process of govern and locates the election process as a means to such end. / El marketing político es una herramienta para hacer política, es un medio. Como todo medio, no puede desvirtuar el sentido del fin, la política, el poder, el gobierno. El artículo subraya la importancia de gobernar y ubica las elecciones como un medio para tal fin. El marketing político integral implica incorporar la herramienta en el conjunto de la acción política.

The subject of this thesis is The Conservative Party and its use of political marketing. The text analyzes how the Party responded to three subsequent election defeats in 1997, 2001 and 2005 and to what extent are the Conservatives utilizing political marketing methods and techniques in reaction to the pressure from their more market oriented competitor, the Labour Party. Since the rebranding of the Labour Party under Tony Blair, the Conservatives were struggling to adapt to the new reality. Instead of utilizing political marketing and being more responsive to the wishes of the electorate they diverged their polities more to the right. However, their incumbent leader, David Cameron, is transforming the Party and making it more market oriented. These efforts are critically analyzed.