ELECTORAL STRATEGIES AND POLITICAL MARKETING

Transcription

1 ELECTORAL STRATEGIES AND POLITICAL MARKETING

2 Electoral Strategies and Political Marketing Edited by Shaun Bowler Assistant Professor, Department of Political Science, University of California and David M. Farrell Jean Monnet Lecturer in European Politics, Department of Government, University of Manchester

3 Editorial matter and selection Shaun Bowler and David M. Farrell 1992 Text The Macmillan Press Ltd 1992 Softcover reprint of the hardcover 1st edition All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No paragraph of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London WI P 9HE. Any person who does any unauthorised act in relation to this publication may be liable to criminal prosecution and civil claims for damages. First published in Great Britain 1992 by THE MACMILLAN PRESS LTD Houndmills, Basingstoke, Hampshire RG21 2XS and London Companies and representatives throughout the world A catalogue record for this book is available from the British Library. ISBN ISBN (ebook) DOI / II First published in the United States of America 1992 by Scholarly and Reference Division, ST. MARTIN'S PRESS, INC., 175 Fifth Avenue, New York, N.Y Library of Congress Cataloging-in-Publication Data Electoral strategies and political marketing I edited by Shaun Bowler and David M. Farrell. p. em. Includes index. ISBN I. Campaign management. 2. Electioneering II. Farrell, David M., JF2112.C3E dc20 I. Bowler, Shaun, CIP

4 Contents List of Figures and Tables vi Notes on the Contributors vii Preface X The Study of Election Campaigning Shaun Bowler and David M. Farrell 2 Austria: The 1990 Campaign 24 Wolfgang C. Muller and Fritz Plasser 3 Britain: The 1987 Campaign 43 Paul Webb 4 Denmark: The 1990 Campaign 63 Lars Bille, Jorgen Elk/it and Mikael V. Jakobsen 5 Finland: The 1991 Campaign 82 Jan Sundberg and Stefan Hognabba 6 France: The 1988 Presidential Campaign 100 Kay Lawson and Colette Ysmal 7 Germany: The 1990 All-German Election Campaign 121 Bernhard Boll and Thomas Poguntke 8 The Netherlands: The 1989 Campaign 144 Philip van Praag Jr 9 New Zealand: The 1987 Campaign 163 David Denemark 10 The USA: The 1990 Congressional Campaign 183 Richard S. Katz and Robin Kolodny 11 The Informed Electorate? Voter Responsiveness to Campaigns in Britain and Germany 204 Shaun Bowler, David Broughton, Todd Donovan and Joseph Snipp 12 Conclusion: the Contemporary Election Campaign 223 Shaun Bowler and David M. Farrell Index 237 v

5 List of Figures and Tables Figures 5.1 The key factors to successful campaigning Variance in perception of Conservative party campaign Tables themes by campaign spending in constituency Content analysis of media campaign reporting, Austrian 1990 election The Austrian 1990 election The British 1987 general election The Danish 1990 election Party central office budgets in the Finnish parliamentary elections of 1975 to The Finnish 1991 parliamentary election The All-German election results, Party political campaign broadcasts in Germany The Dutch 1989 election The New Zealand 1987 election US party committee contributions by party, chamber, incumbency status, and outcome US party contributions and candidate disbursements by party, chamber, and incumbency status The US 1990 congressional election The impact of local campaign activity on perceptions of the Conservative party campaign in The impact of campaign effort and the emphasised campaign themes on the vote for the Conservative party, Stability and change in attitudes towards the CDUcsu The Berelson paradox and the German electorate Change in attitudes to the SPD by level of general interest in politics, vi

6 Notes on the Contributors Lars Bille is a senior lecturer at the University of Copenhagen. He has published widely on Danish parties and elections. Currently he is participating in a research project on 'Danish Politics in the Process of Change'. Bernhard Boll is a research fe11ow at the Research Unit for Societal Developments, University of Mannheim. He is currently researching on parliamentary incumbencies in a comparative context. Shaun Bowler is an assistant professor of political science at the University of California, Riverside. His main research interests are rational choice, parties and electoral behaviour. Most recently he has published a number of articles (with D. FarreJJ) on STY and Irish voters. David Broughton is a lecturer in politics at the School of European Studies, University of Wales, Cardiff. His research interests include public opinion po11ing and German and comparative European politics. He has recently coedited the first yearbook of the Elections, Public Opinion and Parties in Britain (EPOP) specialist group of the Political Studies Association. David Denemark has been a lecturer in the Department of Politics, University of Western Australia since Fo11owing completion of his PhD at Washington University in St Louis, he taught for three years at the University of Canterbury, in Christchurch, New Zealand. Todd Donovan is an assistant professor of political science at Western Washington University. His research interests include electoral behaviour, American state politics and local development politics. He is the coauthor of articles appearing in Western Political Quarterly and Urban Affairs Quarterly. Jorgen ElkJit is a senior lecturer at the University of Aarhus. His most recent publication (with A. B. Pade) is Election Administration in Denmark. Recently he acted as an advisor to the Electoral Commission in Nepal. vii

7 viii Notes on the Contributors David M. Farrell is Jean Monnet lecturer in European politics at the Department of Government, University of Manchester. His main research interests are parties, elections and European Community politics. He is currently engaged in research with S. Bowler on the members of the European Parliament. Stefan Hognabba is a student of political science at the University of Helsinki. Mikael V. Jacobsen is a research student in political science at the University of Aarhus, writing a Master's thesis on Danish election campaigning. RichardS. Katz is a professor of political science at the Johns Hopkins University in Baltimore, MD. He is the author of numerous books and articles on parties and elections and currently is the codirector (with P. Mair) of a research project on 'Party Organization and Organizational Adaptation in the Last Third of the Twentieth Century'. Robin Kolodny is an instructor in political science at Temple University, Philadelphia, PA. Kay Lawson, professor of political science and international relations at San Francisco State University, is the author of books and articles on American, French, and comparative parties, and the editor of Political Parties and Linkage (1980), When Parties Fail (1988, with Peter Merkt), and How Political Parties Work (1992). Wolfgang C. Miiller, reader in political science at the University of Vienna, has published widely on Austrian politics. His current projects include a coauthored volume to be entitled Austrian Parties and Austrian Party System. Fritz Plasser is an associate professor of political science at the University of Innsbruck. His most recent book is Staatsbiirger oder Untertanen? Politische Kultur Deutschlands, Osterreichs und der Schweiz im Vergleich (1991).

8 Notes on the Contributors ix Thomas Poguntke is a lecturer in political science at the University of Mannheim. He has published extensively on German and comparative European 'new politics', and is the author of Alternative Politics: The German Green Party (forthcoming). Joseph Snipp, a doctoral student at the University of California, Riverside, is researching on the role of information in voter choices. Jan Sundberg, associate professor at the department of political science, University of Helsinki, has written extensively on Finnish politics. Most recently, he edited (with L. Karvonen) Social Democracy in Transition (1991). Philip van Praag Jr is a lecturer in political science at the University of Amsterdam. His doctoral dissertation, Strategie en 1/lusie, elf jaar intern debat in de PvdA, (1991) was on the Dutch Social Democratic party. He has published on Dutch election campaigns, new social movements and the Dutch peace movement. Paul Webb, senior lecturer in politics and government at the City of London Polytechnic, is the author of Trade Unions and the British Electorate (1992). Colette Ysmal is a researcher at the Centre for the Study of French Political Life (CEVIPOF) in Paris. Among her publications, she is the author of Le comportement electoral des FranJ:ais and of Les partis politiques sous Ia Ve Republique. She is currently working on projects relating to voting behaviour and far-right European parties.

9 Preface The idea for this book originated in a Workshop of the European Consortium for Political Research which we organised in Bochum, in Aprill990. What is unique about this case is that none of the Bochum papers has been published here. Those participants who were able to contribute to this book all agreed to write completely new chapters according to a common framework. In addition, we commissioned extra chapters on Austria, Germany and New Zealand; we also took on board a number of new coauthors. Other Bochum participants who are not included in this volume but whose contributions were of great assistance were: Hans Anker, Peter Esaiasson, Donald Granberg, Soren Holmberg, Peter Humphreys, Lauri Karvonen, Colin Knox, Alberto Lopez Nunez, Ank Michels, Geoffrey Roberts, Sjaak Toonen and Anders Widfeldt. As always with edited volumes, the success of this venture relied entirely on the work and diligence of the contributors who had to put up with a loti We are grateful to them for their patience and cooperation throughout. The case studies on Austria, Britain, Denmark, Finland, Germany, and the USA benefited from access to research supported by the National Science Foundation (grant SES ), due to the involvement of some of the authors in the project on 'Party Organization and Organizational Adaptation in the Last Third of the Twentieth Century' directed by Richard S. Katz and Peter Mair. We wish to record our thanks to Keith Povey and Belinda Holdsworth for expediting this book through the production process so efficiently. SHAUN BOWLER DAVID M. FARRELL X