Eestimaa Rahvaliidu, Eesti Keskerakonna ja Sotsiaaldemokraatliku Erakonna Euroopa Parlamendi valimiste kampaania strateegia analüüs
Date
2005
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The purpose of this study is to describe strategies of chosen Estonian parties for the first
European Parliament elections in 2004. Exterior environment and campaign
communication analyses (including campaign channels to election platforms) were used
for analyzing campaign strategies. Campaign appearance in media was also analyzed.
As bringing out the results it appears, that direct linear connection between campaign
costs and gained votes does not aplly. Although, it must be mentioned, that personal
campaigns, which were financed of candidates themselves, are not included in analyses.
Taking part of election debates in national television confirmed position for those
candidates, who could associate the strategy chosen by their parties with personal
strengths and emphasize their competence as a candidate who has necessary knowledge
and experience for working in the European Parliament. Taking part of election debates
left weaker impression of those candidates who were sceptical concerning European
Union and they did not carry conviction. It can be affirmed, that media certainly has very
important role on affecting attitudes, beliefs and election behaviour of electorate,
although found of this study it can not be given the extension of this role.
It can be pointed out, that parties did not emphasize first European Parliament campaign,
in comparison with local elections. Parties relied mainly on their loyal electorate, but did
not pay enough attention to other segments. Political situation in Estonia can be described
by the lack of informed political debate in Estonian society. The electorate can not
orientate and does not clarify their position of objectives of foreign affairs.
The elections were person-centered and these parties, who did not stress this from
beginning, gained less as a result. Important aspects were image building for candidates
and personal campaigns of candidates. The best outcome was achieved by acknowledged
specialist in foreign affairs, who was considered the most competent. The other parties
could not bring forward equal candidate. Important criteria, which assured success in
European Parliament campaign, were international work experience and competence in
EU matters of candidate.
Keywords
H Social Sciences (General), bakalaureusetööd, ajakirjandus, poliitiline kommunikatsioon, turundus, parteid, valimised, valimisvõitlus, kampaaniad, Euroopa Parlament