Das politische Wahlmanagement

Election campaigns are an important component of a functioning democracy. However, running a campaign requires a broad knowledge of various political and non-political aspects. In recent decades, new trends and developments have influenced campaigns. A modern election campaign takes place in a triangle between political actors, voters, and mass media. The author analyzes these actors in their behavior patterns and their interactions during election campaigns. Political marketing, internet campaigns, the creation of campaign advertisements and slogans, event and issue management, branding, as well as the behavior of the media and voters during campaigns are some aspects the author examines in this work. The analyses are based on the theories of political marketing and political communication. Special attention is given to modern trends in campaigns, including the internet, modern technologies, and networks. The work is aimed at political actors, election organizers, those interested in political communication, or anyone who wants to learn more about elections.