Abstract
While there is extensive research on political campaign communication, including the professionalization of political campaigning and the use of different campaign and marketing techniques, research in this area is dominated by single-shot case studies of individual countries. At the same time, political campaigning and campaign communication take on different forms in different contexts. Against this background, this chapter analyzes how the campaign practices and strategies of candidates and parties are connected to their contextual environments; how cross-national differences can be explained by factors related to the political system, media system, political culture and media culture; and suggests a model for comparing election campaign communication.
Esser, Frank