Original scientific paper
PRESENT-DAY ELECTION CAMPAIGNS AND THEIR IMPACT ON DEMOCRATIC PROCESS
Marijana Grbeša
; Faculty of Political Science, University of Zagreb, Zagreb, Croatia
Abstract
The collapse of the traditional social ties, the advance of the mass
media and the advent of political marketing have altered the structure
and the direction of electoral campaigns. Present-day media-mediated
electoral campaigns are hotly debated. On one side are those who
claim that campaigns simplify political reality, manipulate voters, encourage
voting apathy and in the long run contribute to democratic
deficit. On the other side are those who claim that campaigns had to
adapt to the new communication environment, that only the attractive,
media-honed campaigns can attract voters’ attention and that the
majority of campaigns on the whole are a positive influence on electoral
participation and voters’ familiarity with political processes.
This paper is an attempt to present the arguments of both sides and to
answer how and to what extent electoral campaigns affect the democratic
process.
Keywords
political marketing; political communication; electoral campaign; democratic process; voters
Hrčak ID:
21050
URI
Publication date:
18.1.2006.
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