Overview
- Explores political marketing in the 'new' European democracies
- Captures the unique features that marked electoral campaigns in each of the countries examined
- Employs a comparative approach on regional and sub-regional levels
Part of the book series: Political Campaigning and Communication (PCC)
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Table of contents (28 chapters)
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Front Matter
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Baltic States
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Front Matter
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Central Europe
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Front Matter
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The Balkans
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Front Matter
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Keywords
- political communication
- political marketing
- electoral campaign
- political parties
- Stein Rokkan cleavages
- voter loyalty
- voter mobilisation
- professionalisation of political campaigns
- Americanisation of political campaigns
- personalisation of political campaigns
- marketing management
- elections
- baltic states politics
- central europe politics
- balkans politics
- eastern europe politics
- former communist bloc
- party systems
- communication tactics
- quality of democracy
About this book
This edited volume maps the development of the use of political campaigning and marketing techniques in countries of the former Communist Bloc over the last thirty years. Focusing on the shift from propaganda to political marketing, and from manipulation to persuasion, the book consists of a series of case studies of countries in Central Europe, Eastern Europe, the Baltics, and the Balkans that outline the history, development and current state of political marketing in each country. The authors explore political parties and their behaviour ahead of elections, and show the changes in political culture and practices that parties have undergone in order to create more or less successful campaigns.
Reviews
“For professionals and scholars who only seek brief, structured information about electoral campaigns in a complex region with which they are unfamiliar, it may provide a useful compilation of overviews and a research primer. For that, and for integrating Central and Eastern European perspectives into international scholarly discourse, and for their highly timely effort to contend with the political developments of a generation, the authors and editors deserve praise.” (Máté Mátyás, Europe-Asia Studies, Vol. 73(4), 2021)
“The use of political marketing tactics and strategy in electoral politics is now a well-developed field. Eibl and Gregor examine how this paradigm shift has played out in former Communist Bloc countries in their well-edited book, and argue convincingly that the future success of these political systems will hinge on their continued use of these methods.” (Bruce I. Newman, Professor of Marketing, DePaul University, USA, and Founding Editor-in-Chief of Journal of Political Marketing)“A generation on from the dramatic events that swept through Central and Eastern Europe, this hugely valuable volume provides a careful examination of what has happened during the intervening decades. Packed with compelling case studies from a team of leading scholars, the book makes a major contribution to comparative political communication analysis. It does so by offering acute insights into each of the countries featured that collectively showcase the varied nature and contrasting development of campaigning within a region that has experienced and continues to experience significant change.” (Dominic Wring, Professor of Political Communication, Loughborough University, UK)
“This ground-breaking book is the first major work to look comprehensively at the application and evolution of modern political marketing and campaigning in Central and Eastern Europe. Many see this geographic area as the heartland and boundary region of Mittel Europe, where democracy has been re-ignited, flourished, fostered and grown against a historic background of Soviet Russian occupation and the detritus of failed autocratic or nationalist fascist regimes. Well done Otto Eibl and Miloš Gregor for giving us insight into how democracy and political marketing works in these key states. Each country is looked at in depth and a narrative developed outlining the core issues and techniques adopted in modern political communication. In many ways it is a must buy and to be read book on how democracy and campaigning works in this vast area of modern Europe. Democracy and political campaigning is burning brightly in Prague, Tallinn, Warsaw and across the capitals, legislatures and media in this region and the authors have made sure the wider world understands how it works and why.” (Phil Harris, Westminster Professor of Marketing and Public Affairs, University of Chester, UK)
Editors and Affiliations
About the editors
Otto Eibl is Assistant Professor at the Department of Political Science, Masaryk University, Czech Republic. His research focuses on political communication, branding and marketing, and he also teaches courses on these subjects.
Miloš Gregor is Assistant Professor at the Department of Political Science, Masaryk University, Czech Republic. His research interests include political marketing, branding, and public relations in politics. He teaches courses on political communication and marketing, propaganda, disinformation, and fake news.
Bibliographic Information
Book Title: Thirty Years of Political Campaigning in Central and Eastern Europe
Editors: Otto Eibl, Miloš Gregor
Series Title: Political Campaigning and Communication
DOI: https://doi.org/10.1007/978-3-030-27693-5
Publisher: Palgrave Macmillan Cham
eBook Packages: Literature, Cultural and Media Studies, Literature, Cultural and Media Studies (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG 2019
Hardcover ISBN: 978-3-030-27692-8Published: 31 October 2019
Softcover ISBN: 978-3-030-27695-9Published: 31 October 2020
eBook ISBN: 978-3-030-27693-5Published: 15 October 2019
Series ISSN: 2662-589X
Series E-ISSN: 2662-5903
Edition Number: 1
Number of Pages: XXV, 426
Topics: Media and Communication, Political Communication, Electoral Politics, European Politics, Comparative Politics