Campaigning

Negative Campaigning

Negative campaigning is a widespread technique, using the method of comparison and attack. It does not focus on one’s own strengths, but rather on the alleged weaknesses of one’s political opponent. The attacks can be directed at the platform of the political opponent or at his or her personality. Whenever the attacks aim at personal

Personalization of Campaigning

Election campaigning is considered to be personalized if it focuses on the top candidates and their personal qualities more than on political issues. The personalization of campaigning is part of the personalization of politics as a whole. Moreover, the personalization of voting behavior and that of media coverage play an important role (Brettschneider 2002). Yet

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