contemporary political communication in the usa and poland
TRANSCRIPT
Institute of JournalismUniversity of Warsaw, Poland
CONTEMPORARY POLITICAL COMMUNICATION IN THE USA AND POLANDLukasz PrzybyszBloomington, 2011
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Agenda
Thesis purpose
Dissertation synopsis
American and Polish campaigns
Research
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Thesis Purpose
Presidential campaigns analysis
Contemporary political communication
Use on Polish market
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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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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.
