contemporary political communication in the usa and poland

Institute of JournalismUniversity of Warsaw, Poland

CONTEMPORARY POLITICAL COMMUNICATION IN THE USA AND POLANDLukasz PrzybyszBloomington, 2011

2

Agenda

Thesis purpose

Dissertation synopsis

American and Polish campaigns

Research

3

Thesis Purpose

Presidential campaigns analysis

Contemporary political communication

Use on Polish market

4

Thesis Purpose

What are contemporary

means of managing election

campaigns?

Can they be used on the Polish

political market?

5 Dissertation Synopsis

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Chapter one: Managing Election Campaigns

Communication

• Traditional means

• New means

Election offer

• Market-orientated

• Citizen-orientated

Effectiveness

• Reasons

7 Contemporary Communication Tools

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TV Ads U.S. Obama Superbowl ad

Obama Wind

Obama Our Moment Is Now

Obama Choices

Obama Song Will.I.Am 'We Are The Ones'

McCain Negative against Obama

McCain Negative 2

Obama's answer Low Road

Obama Negative No Mavericks

McCain Negative Tax Raise

McCain Negative Who Is Barack Obama

McCain Negative Hypo

Palin Turkey

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Komorowski - Where Am I FromKomorowski - Roads

Kaczynski-Kaczynski DebateKaczynski last spot

Napieralski – DemocracyNapieralski - There Are Millions of Us

TV Ads Poland

The Obama’s Big Idea

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• No specific thoughts• Blurred ideas• Hard to match

to a definite candidate

Big Idea in Polish Elections

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Chapter two: Comparing American and Polish Campaigns

Communication cultures

Political cultures

Campaign management

Election markets

U.S.A. & Poland

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21

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Celebrities

Supporting Komorowski Supporting Kaczynski

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Chapter three: Applying Modern Methods of Election Management in Poland

•possitives•barriers

Applying American methods

•American•Polish

Experts’ opinions

•Paradigm of modern political communicationConclusions

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Media Users

Cell phones Internet

91(285)1

77(240)377(29)2

56(17)4

Percent (million)USA Poland

1 CTIA, 2009 2 GfK Polonia, 2009 3 Miniwats, 2010 4 GfK Polonia, 2009

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Polish ‘‘Primaries’’

Only among the members of one party

Civic Platform (PO)

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Smolensk

•Short term (60 days)

•Criticising Lech Kaczynski’s presidency

•Flood

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39 Research

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Research in the U.S.

IDIs (In-Depth Interviews) with academics specialising in political science: e.g.: M. Hershey, O. Johnson, E. Metzgar, W. Bianco

IDIs with political advisors: e.g.: L. Hamilton, A. Gerber, S. Nicholson

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Research in Poland

IDIs with academics specialising in political science: e.g.: B. Dobek-Ostrowska, G. Ulicka, M. Karwat

IDIs with political advisors: e.g. A. Laszyn, A. Grabowski

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Bibliography

• Allan, S.: Rethinking Communication: Keywords in Communication Research

• Berger, A. A.: The Agent in the Agency: Media, Popular Culture, and Everyday Life in

America

• Crotty, W. J.: Winning the Presidency 2008

• Denton, R. Jr: The 2008 Presidential Campaign: A Communication Perspective

• Graber, D.: Mass Media And American Politics

• Hendricks, J. A., Denton, R. E.: Communicator In-Chief: How Barack Obama Used New

Media Technology to Win the White House

• Johnson, D. W.: Campaigning for President 2008: Strategy and Tactics, New Voices and

New Techniques

• Johnson, D.: Routledge Handbook of Political Management

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Bibliography

• Lees-Marshment, J.: Global political marketing

• Lull, J.: Culture-on-demand : communication in a crisis world

• McNamara, M.: The Political Campaign Desk Reference: A Guide for Campaign Managers and

Candidates Running for Elected Office

• Perloff, R. M.: Political Communication: Politics, Press, and Public in America

• Robinson, T. R.: The 2008 Presidential Campaign Workbook

• Thurber, J. A., Nelson, C. J.: Campaigns and Elections American Style

• Todd, C.: How Barack Obama Won: A State-by-State Guide to the Historic 2008 Presidential

Election

• West, D. M.: Air Wars: Television Advertising in Election Campaigns, 1952-2008

• Wilson, T.: Understanding Media Users: Form Theory to Practice

44 Summary

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• Which?• Advertisements• To whom?• Major emphasis

• Positive• Negative• Major emphasis

• What?• Where?• Frequency• To whom?

• Following steps• Campaign tools• Intensity• Charge

Strategy

ActionMedia

Contents

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The dissertation aims to:

analyse traditional and modern methods of campaign management in the U.S.A.,

point out communication and political differences between U.S. and Poland,

judge if the American methods can be applied in Poland,

know the opinions of the American and Polish experts,

point out the paradigm of modern political communication.

Institute of JournalismUniversity of Warsaw, Poland

THANK YOU

lukprzyb@indiana.edu